Repetition and frequency: Whether the interactions are frequent and similar, or sporadic and varied.Proactiveness: Whether a customer engages with a brand of their own accord, without prompting.Longevity: The length of time over which interactions are spread.Providing a high-quality customer experience is an important component of your customer engagement strategy.ĭimensions of customer engagement could include: Highly engaged customers buy more, promote more, and demonstrate more loyalty. When we look at customer engagement we’re exploring the quality of that relationship – positive or negative – how customer participation occurs, and how often it happens.įor most companies, an exploration of the topic will also involve trying to understand how customer engagement relates to the success of the business in terms of sales, loyalty, and whether the customer is a detractor or promoter of the brand. Broadly speaking, customer engagement (CE), or customer-brand engagement (CBE) encompasses the customer’s relationship with a business. Maximizing customer engagement is vital in today’s digital marketplace, where an ever-increasing number of brands are competing for a finite amount of customer attention.Ĭustomer engagement is the emotional connection between a customer and a brand. Further, three key CBE themes are identified, including ‘immersion’, ‘passion’, and ‘activation’.Īmazon Web Services links engagement with loyalty, and frames it as a business-led activity:Ĭustomer engagement strategy refers to the practices that organizations employ to keep users coming back to their applications. From making a purchase to writing a review to join a loyalty program, the depth of customer engagement increases and becomes more mutually beneficial the more closely a brand can connect with customers’ preferences.Īcademic Linda Hollebeek, writing in the Journal of Strategic Marketing, defines it in terms of personal investment:ĬBE is defined as ‘the level of a customer’s cognitive, emotional and behavioral investment in specific brand interactions’.

It can be strengthened – or diminished – with every interaction. Out on the web, definitions are scattered, but they serve to highlight a few different dimensions of customer engagement.Ĭ’s definition paints CE as incremental and holistic, something made up of many small interactions, each with an influence on the whole:Ĭustomer engagement is the extent of the relationship a customer has with a brand. Engagement isn’t only digital, of course – it can also happen in person and through traditional communication channels.īut what exactly do companies and thought-leaders mean when they talk about customer engagement? Well, it varies. Engagement became more prevalent and more visible as two-way communication between customer and brand developed over online channels. The concept of customer engagement only fully emerged in the digital era.

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