We talk a lot about employee engagement, but today let’s focus our attention on customer engagement (and as you may know, customer engagement and employee engagement correlate with each other). The best companies know that acquiring new customers and customer retention are key to real sustainable growth, no matter what industry your company is in. Jobs follow customers. Without your customers there would be no company. Over the last 5 years, gaining and retaining customer has been difficult and the customer base has changed dramatically. Customers are more cautious about spending and demanding more in return. Over the next 30 years, roughly
$140 trillion in new customer spending will be up for grabs! The best companies set out to win their customers over for life. They also understand that customer engagement is not something that happens overnight. Each encounter with a customer has a chance to strengthen and even undermine a customer/company relationship. Strong customer engagement creates customers that spend more, visit more, and promote your company, all while resisting competitors and forgiving mistakes. The economic landscape has improved over the last year and companies can make significant progress in growing their customer base. Last year the greatest percentage of customers were fully engaged based on global data analysis – more than at any other point in the last 5 years. Companies should focus on optimizing every customer interaction, create emotional connections with their customer, and constantly measure customer engagement (a good method is surveying customers either online or in-store). With meaningful data, companies can easily spot positive trends to build on and eliminate negative issues before they become problematic. Want more insight into your customers? Download the State of the American Consumer:
Insight for Business Leaders from Gallup, Inc.