Customer Engagement refers to a process by which an organization communicates and connects with customers and then develops a relationship with them.

Customer Engagement creates an emotional bond between the organization and the customer and results in customer loyalty.

The importance of customer engagement

1. Customer involvement increases brand experience
2. Keeps the brand at the top of the customer's mind
3. Improves customer experience
4. Results in trust and customer loyalty
5. Provides valuable customer insight and feedback
6. Increases sales volume
7. Increases profits to a great extent
8. It is cheaper to retain customers
9. Customer involvement leads to free word of mouth

How to involve customers?

Introduction of points system

Organizations often introduce a points system for each purchase so that customers visit their stores repeatedly and are rewarded for repeat purchases and customer loyalty.

Connect on social media

Customers are encouraged to follow the brand on social media and share the page with their friends and family.

Customers who come into contact with other customers

The shared brand content encourages the customers to connect and engage with each other

Share 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

Self-service for customers

Blogs, FAQs, and wikis can be used to answer basic questions

Example – Official Apple Support Community

Co-development of products

Ensuring that the user connects with the product development team through blogs

Example – LEGO ideas

Highlight brand reviews

Save and Save Positive Reviews

Feedback segments

Giving the customer the opportunity to express themselves in the feedback segment

Customer engagement metrics

1. Guest check-out fees
2. Purchase frequency
3. Average order value
4. Repeat purchase rate
5. Duration of visit
6. Visit frequency
7. Depth of the visit
8. Click-through rate
9. Sales
10. Lifetime value
11. Questions
12. Download
13. Customer Reviews
14. Comments

Examples of customer engagement

1. Lego ideas
2. Digital customer engagement pays off for Starbucks
3. Coco-Cola campaign #ShareaCoke

This video is about Customer Engagement and contains the following subtopics.

Timestamps

0:00 Introduction to customer engagement
00:22 What is customer engagement?
00:52 Importance of customer engagement
01:20 How to involve customers?
03:41 Customer engagement statistics
01:44 Examples of customer engagement
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]

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