Customer engagement is a commonplace term in marketing but what does it actually mean? And, more importantly, how can you achieve it?
This new ground-breaking study explores the psychology of what makes customers tick and the various stages they go through on the path to customer engagement. By examining the attitudes and behaviours of the most engaged customers, it reveals insights that can help you become a part of your customers’ everyday lives and form deeper and long lasting connections with them.
Emotion plays at least as large a role as logic in purchasing decisions. Companies that understand the role customer emotion plays in the engagement journey can build deeper relationships.
Quantity makes a measurable difference. Customers who interact more frequently with a company, use more channels and take up more products show higher levels of engagement.
It isn’t just more products, but the right types of products. Customers are more engaged when they take up products and services that improve their daily lives.
The highest levels of engagement are seen among customers who always recommend their company to others. Turning customers into advocates should be a company’s ultimate goal.
More than half of advocates chose to do business with a company because their friends and family use it. These customers have some of the strongest engagement scores.
This is a new perspective on the path to engagement.