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!
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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.
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 life sciences 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.
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 life sciences company? And how can I improve customer engagement? Learn more in this article.
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.
This is what you should know about your customers in the life sciences industry
Learn here, what you as a life sciences companies should know about your customers to inspire them to further engagement, and how to come to that knowledge.
How to turn a customer into an engaged customer
There are several factors for influencing a customer to become an engaged customer. These include - amongst others - trust, understanding and relevant content. Learn more.
What is customer engagement and why is it so important?
Everyone is talking about customer engagement. But what excatly is it, why is it important and how do I optimize customer engagement? Learn more in our blog post.
