How Should I Measure Customer Engagement?
A basic definition of customer engagement is people who choose to interact with your brand. Engaged customers are important because they have interest in your brand, whether to find out more about what your company is offering, to seek assistance with a problem they have or to sing praise about how great your company’s service and / or products are.
Now that we have a basic understanding of customer engagement, the next step is clarifying how it should be tracked and measured. How else are you going to know if your customer engagement initiatives are improving?
Why should I care about customer engagement?
The main reason you should care about customer engagement is because more often than not, engaged customers are your best customers, and when they are satisfied and happy, can turn into loyal advocates of your brand and products/services. They are generally more receptive to your marketing efforts, messages and promotions, which turns into more money being spent with your company instead of your competitors. One thing to remember is that customer engagement doesn’t happen within just one channel. It affects any place where your brand lives or markets to, spanning across all channels of business and communication. This includes your company’s website, social media pages, 3rd party review sites, through email, and even over chat or phone.
What can I do to keep customers engaged?
First and foremost, it’s important to be very responsive, helpful and polite. People notice and appreciate companies that show they care for their customers. Rewarding customers for their interactions is a great way to keep customers engaged. This doesn’t mean the reward has to be monetary or something similar. It could be as simple as a prompt thank you mention through Twitter or a tag in a Facebook post. Also, customers are much more likely to stay engaged when the interaction and messaging is intimate and personalized. This, along with proactively assisting customers, will help build a strong relationship with them.
How should I measure my customer engagement goals and initiatives?
Each channel of your business will have slight differences in how customer engagement should be measured. Here are some examples of engagement channels and metrics that can be analyzed:
- Company website: Website analytics tools can help you discover more about customer engagement through your company’s website. Metrics like time on site, event tracking, goal tracking and customer paths can reveal how visitors are using your website and how engaged they are over specific time periods. Comparing this data to previous periods of time will show you if your customers are becoming more engaged. This data can be filtered down from the overall website to specific pages.
- Social media: Social media platforms have similar analytical tools available through the admin section. Here you are able to view data about interactions such as comments, likes, shares, clicks, follows, etc. Each social channel is a little different in how they name and report the metrics, but they all generally focus on the same types of data. Analyzing these numbers can help you discover what your followers are interested in and what kind of messaging seems to connect the best with them so you can use it when responding to future posts or interactions.
- Email: Email messaging platforms give valuable information through data and metrics like open rate and click through rate. These numbers can be used similarly to social media numbers, helping you to improve messaging, callouts, subjects and headlines.
- Phone and chat: Measuring customer engagement through traditional contact methods like phone calls can be harder to track without the right tools. Time spent per call is no longer a sufficient way to measure customer engagement success over the phone. It’s much more beneficial to track metrics like customer success rates and satisfaction rates.
Ultimately, one of the best ways to measure customer engagement is by “listening” to what customers have to say. This can be done through surveys, chat logs, conversations, behavior analysis and reviews or social media comments.
Remember, engaged customers are often your best customers. They tend to be more loyal and spend more with your company, and eventually may become your company’s biggest and most enthusiastic supporters.