What is customer engagement, really?

There are all sorts of metrics to measure it, whether it be page views, time on site, or email open rates, but if we take away all the marketing mumbo jumbo, what is customer engagement and why does it matter? Customer engagement is the strongest indicator of customers’ feelings about your brand. That’s right, we’re investing all this time and money into trying to improve something mushy gushy: feelings. But really – feelings do matter. They’re one of the biggest factors in brand loyalty.
If people like your brand, they may come back to buy again. If people love your brand, they’ll definitely pick you over competitors. And if people can’t get enough of your brand, they’ll not only be dedicated to you but will spread the word to all their friends, too. So, in short, engagement is our way of measuring customer sentiment in order to predict future loyalty. Effective customer engagement strategies primarily consist of advocacy and involvement.

What is customer engagement?

Customer engagement is more than just converting a business’s audience into paying customers. It is what strengthens the psychological, physical, and emotional investment that customers have in a brand. This leads to customers becoming “true believers” of the company’s products, which then drives long-term profits and customer loyalty to the business.

Why is it important?

Because it costs about 4-to-10 times more to acquire new customers than to keep existing ones, customer engagement has become one of the top priorities of most business owners. Not only does it help a business grow its bottom line without them having to spend exorbitant amounts on new customer acquisition strategies, but the role that customer engagement plays when it comes to a business’ longevity is also at a foundation level.