Customer engagement metrics and KPIs analyze the relationship between your marketing plans and customer reactions. You should keep your customers engaged to be noticed and to keep them coming back. Monitoring customer engagement with your business is vital to gaining your customers’ trust, guaranteeing their satisfaction, and making them confident in your products. Your business needs to interact with your customers and create a positive experience when you make a sale.
Customer engagement determines whether customers will stick with you and can indicate future revenue and growth. Keeping and storing this data helps to make critical business decisions and identify things like year on year trends. So here are the five most popular customer engagement metrics and KPIs.
1. Customer Satisfaction
Customer satisfaction is one of the popular customer engagement metrics. This metric measures the customer satisfaction score (CSAT), which basically shows a customer’s level of satisfaction after interacting with your company.
The CSAT is a quick feedback question asked after a customer experience, which reveals how the client views your business. The customer satisfaction score is usually on a rating scale and can be as simple as asking the customer to rate the service on a one-to-five scale or using an emoji.
CSAT is the best KPI to help a business identify areas that need more training, especially if you have made changes to a product.
Customer retention indicates that your customers are engaged, satisfied, and find value in what you offer. Stickiness indicates how satisfied your customers are with your business based on how often they return. It’s also a powerful tool for predicting your brand’s loyalty. Stickiness varies depending on your business, but you typically consider daily or monthly active users. These are the unique users in a day or a month.
Even though this metric can give you an idea of customer satisfaction, listening to customer feelings and interests during interactions is crucial.
3. Net Promoter Score
This metric measures how likely a customer will spread the word about your business. Without a doubt, the net promoter score is the best metric if you’re focusing on growth. It gives you a clear picture of your business’s customer satisfaction and engagement levels. The net promoter score uses email campaigns and in-app surveys. Open-ended questions can also help you understand why your customers feel a certain way after interacting with your product or service.
Based on their survey responses, they received a score from 0 to 10. Customers with a score of 9-10 are promoters, 7-8 are passive, while 0-6 are detractors. You may ask clients with less than nine follow-up questions to pinpoint areas that need improvement. Due to the importance of customer satisfaction in marketing, the net promoter score provides insight into how your customers rate your products and services. It will allow you to make improvements that will positively impact customer loyalty and how they respond to your business.
4. First Week Engagement
The metric measures how many users interact with or abandon your service or product in the first week. First-week engagement can indicate the ease of use of your product and if your users experienced their aha moment when using it.
When your users first join you, you want them to be highly engaged, and measuring their engagement during the first week can provide valuable insight into their overall satisfaction. A customer who is not engaged is unlikely to do so later.
There is no perfect user experience. In reality, some of your customers will have challenges using a complex and might abandon it more quickly, probably in the first week. However, keep your first week’s engagement on track by offering an exceptional initial customer experience.
5. Social Media Engagement
Social media engagement is integral to any customer relationship. The best part is creating brand awareness while staying connected to your customers. Therefore, you must monitor your brand’s conversation on social media, irrespective of your industry.
Moreover, social media platforms offer many metrics for analysis. The main metrics to track when measuring customer engagement include the number of likes, shares, and comments across social media platforms over a specified period.
Take advantage of the knowledge you gain from your engagement to quickly respond to negative reviews on your business to avoid potential problems. Accessing social media data on the go helps you plan your marketing efforts around the actual engagement statistics. By doing so, you’ll be able to reach fewer interactive customers and engage those who are active.
The Bottom Line
Measuring your customers’ engagement with your business is vital for your success. Improving your business is challenging if you can’t understand how your customers engage with it. These five metrics helps to track customer engagement and identify areas for improvement. They help you discover the best way to engage with your customers to keep them coming back. Always listen to your customers’ feedback, and engage them by listening and responding.