Customer engagement

Customer engagement means providing your customers with a connected experience. It suggests optimizing your operations, team structure as well as technology to develop a connected feedback loop. By establishing good customer engagement, businesses can understand customers' evolving requirements and create perfect brand integrity.

Some experts say personalized customer engagement will depend on an integrated and useful tech stack. For instance, a connected CRM can offer a 360-degree view of every customer. But what are the major metrics to evaluate customer engagement? Learn more about this here.

Volume - How many interactions take place during a customer journey.

Longevity - Total duration of interactions.

Context - The situation under which the interactions took place, for instance, post-purchase, doubts, during promotion, etc.

Proactiveness - Whether the customers interact with the business without promotion.

Just like your marketing activity, measuring and tracking customer engagement performance is crucial. This will help you to understand how your customers are responding, and you can optimize their activities. Some crucial metrics that evaluate customer engagement are:

The total amount of time visitors spend on your web pages can show how engaged the visitors are with your content. You can optimize the pages with high time spent to enjoy more engagement.

This can show how well your current campaign is performing. Whether it is about buying a product, submitting a form or downloading a catalog, by analyzing the conversion rate, you can know that your customers are engaged with the campaign.

For different communication channels, like Facebook Messenger, emails, or push notifications, the open rate shows the percentages of unique opens witnessed. On the other hand, the click-through rate shows the total percentage of customers who clicked on CTA. As these metrics offer an effective method to know how people are responding to your campaign and whether they are interested or not to learn more about your brand, it can show how engaged the customers are.

Check the number of users who are currently watching your brand video, and you can know the story or content is engaging or not. If your videos are receiving a high completion rate, then it proves that the medium and type of message are working.

Whether it is through tweets, shares, tags, likes, replies or comments, it would not be wrong to say that social media is a crucial off-site channel that your customers use for interaction. They follow your handles as well as social media pages to keep themselves updated about your latest offerings. That's why the percentage of interaction on your social media handles can be a crucial indicator of customer engagement.

If the customers remain engaged without the brand on different platforms, then your brand will be the first choice whenever they need to buy a product. However, you can still drive some impulse sales by sharing your ongoing offers and deals with the customers. A decent renewal or repeat purchase rate is an indicator of better customer engagement.

There are different ways to engage with your customers. That means there are lots of opportunities for you to easily capture your customer attention and get all of them on board. But you should not forget that it also suggests your competitors also have the same opportunities.

Better customer engagement can benefit the suppliers and buyers by boosting close and can meet the current expectations of B2B customers. If you can keep your customers engaged throughout the buying journey, you can easily develop better customer loyalty and can also obtain different valuable information from your customers. On the other hand, it can also boost your brand experience and enhance the velocity of the sales funnel.

If you want to effectively boost your customer engagement, you need to actively work to interact with your customers and take advantage of every available opportunity. Furthermore, no matter what strategies you use, you should be consistent. Focus on developing messages that are good for your brand as well as the target audience. If you can provide your customers with an exceptional and consistent experience, you can enjoy increased loyalty, trust along with engagement.