As new users, you’re automatically enrolled in a product tutorial. Imagine it’s your team’s first week using a project management tool, and you’re not sure how to map out your workflow on it. Gartner calls this “ effortless experience.” In a survey, the think tank found that 96% of customers who have to exert high effort to resolve an issue report being disloyal to a brand, while only 9% of customers with low-effort experiences did so. The difference is in the results they achieve: true customer engagement encourages loyalty, while marketing is directly designed to drive sales.Ĭustomer engagement is about making it easy for customers to do business with you by reducing the effort they need to exert to resolve problems with your product or service.

They’re easy to confuse because both involve creating positive experiences. You most likely have rivals offering the same thing you do, and it’s very easy for customers to find alternatives.īefore we go any further, let’s clear up one common thing: customer engagement is not the same thing as marketing gimmicks. You need a customer engagement strategy because, in a competitive landscape, experience is the differentiating factor. Your plan will include the actions you’ll take, and the resources needed to implement them. A customer engagement strategy is a plan for creating an ongoing positive experience that keeps customers coming back to your product or service.

Spotify blend survey