CUSTOMER ENGAGEMENT – AN ANALYSIS
"Customer engagement is the ongoing interactions between company and customer, offered by the company, chosen by the customer." – Quote by Paul Greenberg, HubSpot.
When I was growing up, I was attached to a few FMCG products in the market such as Pears soap, Mother Diary ice cream, Limca soft drink, and so on. I didn’t know it then but this attachment to these products is now known in business jargon as “customer engagement”. What exactly is customer engagement? Well, customer Engagement is defined as the emotional bond between a client and a business. The quantity and quality of feelings, interaction, and loyalty that a person demonstrates for a business / brand is customer engagement. If you are invested in a brand, you remain loyal and increase your purchases of their services / goods over time. Just like I am doing with certain apps like food delivery apps or errands providers these days. Deeply engaged clients purchase more, act as brand ambassadors more, and showcase their support.
Below are important findings of different surveys and researches conducted in this domain:
Up to two- thirds of the profit of businesses in some cases is the result of customer engagement. This is a reiteration of the importance of customer engagement and getting it right. The financial bottom lines dependency on customer engagement can never be underestimated.
Improving customer engagement can result in an uptick in cross selling by over 20%, Upselling opportunities between 15 – 45 %, and also result in bigger orders being placed as well.
Customers want personalised engagement between themselves and their brands. As many as 2 out 3 customers are in favour of it. They want their profiles and history of engagement with the brand to be readily available by the teams of the brands at all times.
Brands need to be omnipresent across all touchpoints / social channels. Multichannel engagement is important as per 70% of people surveyed. They are comfortable with multiple channels to begin and close a sale. So companies need to be everywhere, connected, and a ‘ call to action ‘ has to be activated on all channels / platforms.
Customers are browsing and shopping across a range of electronic devices ( laptops, tablets, mobile phones, and desktops). So they expect the brands to have their websites, call to action, and social media platforms compatible with all such devices and easy to use. Ease of use and purchase is on top of the needs of a customer / lead.
These are just some of the findings of surveys and reveal deep insights into the thought process of the customer / audience base. As Rahul Ray, Director – Codleo Consulting says “ customer delight is a work in progress on a daily basis. Any brand that gets complacent on this important issue will bear the consequences very soon. Customer engagement is as intrinsic to a brand’s success as oxygen is to human survival ”.