What is Customer Engagement?
Customer engagement is the lens through which customers view your company and products. Customer engagement occurs over the lifetime of your relationship with the customer — from the first time that they hear about your company until they become a client and ultimately an advocate. One way that customers engage with your company is online through discussion threads, blog comments, Twitter chats and other forums. But engagement comes in many forms, including interactions with customer success and participation in user groups, conferences and advocate marketing. Establishing a framework to capture, share and amplify the stages of engagement is vital to maximizing customer engagement.
Why Is Customer Engagement Important?
Creating a fun and easy process for engagement inspires loyal customers who are more willing to advocate for you. Developing a strong connection with customers is critical not only for building brand awareness, it plays a role in acquisitions and retention, as well as cross-sell and up-sell opportunities. Engaged customers will be more inclined to effectively represent your brand through blogs and social media, videos, case studies, speaking engagements and other activities. Companies who that have improved engagement increase cross-sell by 22%, drive up-sell revenue from 13% to 51%, and also increase order sizes from 5% to 85%.”