What is customer engagement? Benefits, strategies, and key metrics

Keeping customers interested can feel like a juggling act. You want them to stick around, buy more, and spread the word about your business. But how do you keep them engaged when so many other options exist? Customer engagement is the key. 

Understand customer engagement, why it’s worth your time, and how to measure it. We’ll also give you a simple strategy to build a stronger connection with your customers so they keep coming back—and potentially give word-of-mouth referrals.

• Understanding customer engagement
• Benefits of successful customer engagement
• Key customer engagement metrics
• How to build a customer engagement strategy that works
• How to get and retain customers
• Maximize customer engagement using the right tools
• FAQs

Understanding customer engagement

Customer service engagement is about building a relationship with your customers. It helps you boost revenue and strengthen your brand reputation. 

Engaged customers are more likely to return, recommend your business, and provide valuable feedback, helping you continually improve. 

When you engage your customers, you’re not just selling to them—you’re building a connection. Think of it as creating memorable moments that make them feel valued and understood. For example:

• If your marketing emails provide helpful tips, they’re more than just ads. They add value. 
• When your sales team answers questions patiently, it shows that your business cares about customer needs. 

In customer service, engagement means being responsive, establishing better communication with customers, and making sure problems get solved quickly. All this ensures your business runs smoothly.

Customer engagement vs. customer satisfaction

Customer satisfaction measures how happy customers are after they interact with your business. It’s often a one-time measurement, like how they felt after a purchase or service. A satisfied customer might leave a positive review, but that doesn’t always mean they’ll keep coming back.

On the other hand, customer engagement is ongoing. It’s a long-term relationship with customers. An engaged customer interacts with your brand regularly, whether it’s through social media, newsletters, or product updates. They’re not just happy with one purchase—they’re interested in your brand and keep coming back. 

Customer engagement vs. customer experience (CX)

Customer experience is the full journey a customer has with your business—from their first website visit to their latest purchase. It’s about making every part of that journey smooth and positive. 

Customer engagement, however, is the effort you put into keeping customers interested throughout that journey. For example, if CX is the road a customer takes, engagement is the scenery that makes the journey enjoyable.

Benefits of successful customer engagement

Understanding the benefits of customer engagement can significantly impact your business. Here are some key reasons why your business needs to invest in customer engagement:

• Improves customer relationships: When you engage with your customers regularly, you build stronger relationships. Effective communication helps customers feel valued and heard, building trust and a deeper connection with your brand.
• Boosts loyalty and customer retention: Engaged customers are more likely to remain loyal to your brand. By fostering positive interactions, you increase the chances of repeat purchases and long-term customer retention.
• Uncovers upselling opportunities: Engaging with customers allows you to better understand their needs. It helps identify upselling opportunities, enabling you to offer relevant products or services that enhance their experience.
• Streamlines purchase cycles: When customers are engaged, they have a clearer understanding of your offerings. Such clarity helps their decision-making process, making it easier for them to complete their purchases quickly.
• Increases user base: Effective customer engagement can lead to positive word-of-mouth referrals. Satisfied and engaged customers are more likely to share their experiences with others, helping you attract new users and grow your customer base.

Key customer engagement metrics 

Tracking the right metrics can help you attract customers and strengthen client engagements. Here are six essential metrics to measure your customer engagement efforts:

• Net promoter score (NPS): Measures how likely customers are to recommend your business, showing loyalty and word-of-mouth potential
• Customer satisfaction score (CSAT): Gauges customer satisfaction after specific interactions, like purchases or support requests
• Customer effort score (CES): Tracks how easy it is for customers to resolve issues, aiming to lower effort for a better experience
• Churn rate: Calculates the percentage of customers who stop doing business with you, signaling engagement levels
• Behavioral analytics: Observes customer interactions, such as clicks and time spent, to identify engagement patterns
• Qualitative feedback: Collects open-ended responses, like survey comments, to understand customer feelings and insights

How to build a customer engagement strategy that actually works

Building an effective engagement strategy is crucial for fostering strong connections with your customers. Here’s how to do it:

1. Identify your ideal customers: Conduct a competitive analysis to understand who your target audience is. Create customer profiles based on your research—consider their demographics, preferences, and pain points.
2. Create targeted content: Develop content that speaks directly to your ideal customers. Use their interests and needs to guide your messaging. Experiment with various content formats like videos, infographics, and podcasts to find what resonates best with your audience.
3. Develop a customer-centric approach: Prioritize your customers in every aspect of your business. Focus on providing exceptional customer service engagement and personalized experiences. Train your team on best practices for customer service engagement to ensure every interaction aligns with your customer-focused goals.
4. Use the right tools: Implement tools that help you manage customer interactions and track engagement metrics. Consider platforms like CRM software or email marketing services. Explore automation tools like chatbots to boost productivity and streamline communication.
5. Gather customer feedback: Regularly ask for feedback through surveys or direct communication. Use this input to understand customer satisfaction and areas for improvement. 
6. Optimize your strategy: Continuously analyze your engagement efforts and refine your strategy based on data and feedback. Adjust your approach to stay relevant and effective.

How to get and retain customers

Attracting new customers and retaining existing ones requires more than just a good product. Real-time customer engagement is essential for building lasting relationships. 

Here are some customer engagement tips to help you succeed:

• Deliver personalized experiences that make customers feel valued and special.
• Connect customer interactions across all departments for seamless communication.
• Provide quick, reliable responses to customer inquiries and concerns.
• Engage customers on their preferred channels for better reach.
• Encourage feedback regularly and show customers you act on it.
• Build a community around your brand for stronger connections.
• Use real-time engagement tools for immediate customer interactions.
• Analyze customer data to better understand their preferences and behaviors.
• Offer rewards and incentives to encourage customer loyalty.
• Follow up post-purchase to ensure customer satisfaction and support.

Also, consider transitioning from spreadsheets to CRM—if you haven’t already. It allows for more effective customer management by centralizing all customer data in one accessible location. With a CRM, you can automate tasks, gain valuable insights into customer behavior, and provide personalized experiences that foster loyalty and satisfaction.

Maximize customer engagement using the right tools

To truly stand out in customer service, you need tools that enhance communication and streamline processes. Adopting a comprehensive solution like QuickBooks for your business needs can optimize customer engagement and improve overall efficiency. With features designed to help you manage finances, customer relationships, and reporting, QuickBooks can be a valuable ally in your growth journey.