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Customer Engagement - Meaning, Importance, Strategies, Metrics and Examples of Lego and Coke (229)

View all our courses and get certified on https://academy.marketing91.com Customer Engagement refers to a process under which an organization interacts and connects with customers and subsequently develops a relationship with them. Customer Engagement creates an emotional connection between the organization and the customer and results in customer loyalty. Importance of Customer Engagement 1. Customer engagement increases brand experience 2. Keeps the brand at the top in the customer’s mind 3. Improves customer experience 4. Results in trust and customer loyalty 5. Offers valuable insight and customer feedback 6. Increases sales volume 7. Increases profits to a great extent 8. It is less expensive to retain customers 9. Customer engagement leads to free mouth publicity How to Engage Customers? Introducing points system Organizations often introduce a points system for every purchase so that the customers visit their stores repeatedly and are rewarded for the repeat purchases and customer loyalty. Connecting on social media Customers are encouraged to follow the brand on social media and share the page with their friends and family. Customers engaging with other customers The shared brand content encourages the customers to connect and engage with each other Sharing the brand with referrals Customers share their brand with referrals and increase brand awareness Example – 1. Sephora beauty talk 2. Uber referral program User-generated content Customers are encouraged to create their content with the product Example – GoPro Million Dollar Challenge Community development Customer engagement is possible by creating communities Example – Harley Owners Group Customer self-service Blogs, FAQs, and wikis can be used to answer basic questions Example – Official Apple Support Community Product co-development Ensuring user connect with the product development team through blogs Example – LEGO ideas Highlight brand reviews Saving and storing positive reviews Feedback segments Giving the customer a chance to express themselves in the feedback segment Customer Engagement Metrics 1. Guest check-out rates 2. Purchase Frequency 3. Average Order Value 4. Repeat Purchase Rate 5. Duration of Visit 6. Frequency of Visit 7. Depth of Visit 8. Click-through Rate 9. Sales 10. Lifetime Value 11. Inquiries 12. Downloads 13. Customer Reviews 14. Comments Customer Engagement Examples 1. Lego Ideas 2. Digital customer engagement pays off for Starbucks 3. Coco-Cola Campaign #ShareaCoke This video is on Customer Engagement and it has the following sub-topics. Time Stamps 0:00 Introduction to Customer Engagement 00:22 What is Customer Engagement? 00:52 Importance of Customer Engagement 01:20 How to Engage Customers? 03:41 Customer Engagement Metrics 01:44 Customer Engagement Examples 04:48 Example 1: Lego Ideas 05:07 Example 2: Digital customer engagement pays off for Starbucks 06:09 Example 3: Coco-Cola [Campaign #ShareaCoke]