What Is Customer Engagement? Key Findings from Global Research To Help Your Business Grow
What are the best customer engagement tools, and how can you keep your customers engaged? Our chief digital evangelist shares what works.
What is customer engagement?
Why are customer engagement strategies so important?
Our research found that 80% of customers say the experiences provided by a company are as important to them as its products and services. In other words, the quality of your customer experience has a direct impact on your potential for business success.
“Most companies must realize that they are no longer competing against the guy down the street or the brand that sells similar products,” said Dan Gingiss, author and customer experience expert. “Instead, they’re competing with every other experience a customer has. This presents an opportunity for forward-thinking brands to create positive experiences that customers want to talk about to others. It also suggests that CX [customer experience] professionals should be monitoring the experience at a wide variety of companies and industries for inspiration.”
Additionally, every time a brand raises the bar in its industry, it raises the bar for every other industry as well.
“Customers have so much power now,” said Neeracha Taychakhoonavudh, EVP of Industries at Salesforce. “In the consumer world of social platforms, every single person has a voice. The rewards of harnessing your most ardent fans are amazing, but customers will also be very vocal when they are displeased. Knowing your customers and understanding their needs has become critical to success, no matter what industry you’re in.”
How do you measure customer engagement for marketing, sales, and service?
Customer engagement for marketing.
Customer engagement for sales.
Customer engagement for service.
How do you build an effective customer engagement strategy?
Deliver personalized customer experiences.
Connect customer experiences across every department.
Create reliable and instant customer response.
Eighty-three percent of customers now expect immediate engagement when they contact a company, up from 78% in 2019. Instant gratification is also expected in the way customers purchase, too. Our research found that 70% of customers say convenience is more important than branding.
This mindset also extends to customer service: 65% of customers would rather help themselves through self-service for simple issues.
In short, people are growing impatient with the idea of waiting, and companies are challenged to accelerate engagement and create a two-way dialogue with customers in real time.