Customer engagement refers to the engagement of customers with a company or a brand, and aims at long-term engagement, encouraging customer loyalty and advocacy through word-of-mouth.
It is no longer the quality of product or service or pricing, but the nature and interaction of a company with the customer.
Poor Engagement: Lost Sales
Poor Customer Engagement can be one of the main reasons of lost sales. Even over 50%, according to a study by the Economist Intelligence Unit in 2007.
The medium of engagement can be online or offline.
The fundamental changes in customer behavior that the internet has brought about, as well as the increasing ineffectiveness of the traditional ‘interrupt and repeat’ broadcast model of advertising, has to be responded by the organizations using the concept and practice of online Customer Engagement.
This is not solely required for B2C, but also for B2B.
Businesses are increasingly losing the power to dictate the communications agenda due to:
- The fragmentation and specialization of media and audiences
- The proliferation of community- and user generated content
- The lower switching costs
- The geographical widening of the market
- The vast choice of content, services and products available online
As a result: these factors have weakened customer loyalty.
Internet: channel for Engagement
As the Internet is typically the basis for Customer Engagement marketing activity for both Internet companies as well as click-and-mortar organizations; it requires a consistent approach and smooth execution both online and offline.
The effects of customer engagement can be revealed by using the Activity charts, based upon the Contact history and the website visits, provided by LEADSExplorer, giving a clear indication in the changes of interest from a certain company and its engagement.
The Activity charts give a quick overview by company for the:
- Durations of the visits
- Frequency of the visits
- Recentness of the visits
- Search words used
- Reactions on advertising, communications or conversations
- Origin of visit
- Duration by page
- Click path
- More trails
These can be retrieved for each unique visitor.
All this will allow to develop the appropriate messages and to interact with the customer for improving Customer Engagement.
As such LEADSExplorer can have an important role in Customer Engagement and will allow keeping the customer and being more efficiently.
The use of this knowledge will decrease operating costs and thus increase income.