Hanover, February 1 2023
“Optimize your Customer Engagement!“ This, or a similar phrase, is how many companies are currently encountering the term “customer engagement”. But what exactly does customer engagement mean and why is it important? Today, I would like to answer these very questions for you.
A query for the term “customer engagement” in a popular search engine describes it as “dedication that a customer gives to a brand or company.”
But why should a customer show commitment to a brand or a company?
The answer is quite simple: A customer is only committed to a brand or a company if he or she is taken with it, enthusiastic about it, or even convinced by it. For this to happen, there must already be a certain degree of commitment established with a customer.
If this bond is intensified through the right interactions, such a “committed” customer can bring far-reaching benefits to your business through their engagement.
And why are engaged customers so important?
This, too, can be easily explained:
- Customers who are committed to a brand or company feel connected to it, and the likelihood of switching brands or companies is significantly reduced.
- As a result, committed customers are automatically less price sensitive.
- In addition, these customers offer greater potential for expanding and developing the business relationship.
- Highly engaged customers can be developed into multipliers or “brand ambassadors” who, through their interactions, e.g. in social networks, advertise your company or brand and help to acquire new customers.
In summary, this means that engaged customers offer great potential for growing your business.
And how do customers become engaged?
If you take a closer look at the term “customer engagement”, it can mean both “engagement of the customer” and “engagement for the customer”. This dual interpretation of the term now provides a nice bridge to how customers can become engaged customers. And that requires some commitment on your part!
In my upcoming post next week, I am going to tell you more about what you need to do to develop your customers into engaged customers – putting a special focus on the life sciences industry, in which I have worked for over 20 years.
You want more insights?
Check out our other blog articles about customer engagement!
Customer engagement: Which channels are used to contact customers?
Choosing the right channels to engage customers is critical. But what customer engagement channels are available to pharmaceutical companies? Learn more in this article.
Omnichannel-Management: From product centricity to customer centricity (3/3)
How do you measure the success of your omnichannel strategy and customer-centric approach? Learn more about possible methods for measuring omnichannel efforts.
Omnichannel-Management: From product centricity to customer centricity (2/3)
The successful implementation of omnichannel requires an organizational change away from traditional silo thinking towards customer orientation.
Omnichannel-Management: From product centricity to customer centricity (1/3)
Omnichannel marketing enables the shift from product centricity to customer centricity. Learn more about how it differs from other concepts.
Rep Triggered Email platforms – What is the most sensible way to integrate this channel to promote customer loyalty?
In this article, I will review the so-called Rep Triggered Emails channel. I will outline what approaches exist for this channel in the pharma industry, what tools are used and what data can be obtained in this way.
Remote Engagement – what opportunities does it offer for life science companies?
In this post, I will focus on the remote call channel (also referred to as remote engagement, video call, or video conferencing), in particular and describe how to successfully use the channel.
Mapping Life Sciences Customers in the Customer Journey (2/2)
The ideal-typical course of the Customer Journey with phases 1 to 5 not always realistic. Also consider alternative paths that your HPCs follow.
Use this data to assess your customer’s engagement as a life sciences company
Which data and insights help me to assess customer engagement as a pharmaceutical company? And how can I improve customer engagement? Learn more in this article.
The Customer Journey in Life Sciences: Taking the customer on a journey – what does that mean?
Develop your contacts along the customer journey into sustainable customers. In our article, we tell you what to look out for in the life sciences environment.
What customer data is available to life sciences companies?
Correct data collection & processing is not the favorite topic of many, but immensely important! Without data no information & therefore no reliable statements.