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Capture Content Pattern

Let’s define Customer Engagement.

Capture Content image of woman with head open showing fresh tuna inside

Research across a wide variety of sectors including, for example, financial services, hospitality, and consumer electronics has established that engaged customers are worth considerably more than customers who are not engaged. They have been shown to spend 50% or more than their disengaged cousins. But this is not all they do. They create value in other ways too.

Let’s step back and be clear about what is meant by customer or consumer engagement. Engaged customers have a high level of active participation in and interaction with a brand or firm. That participation takes a variety of forms: cognitive, emotional, behavioural, and social. Cognitive engagement means that customers know more about the brand, its features, and the benefits and experiences it delivers.

4 types of customer engagement

Cognitive engagement means that customers know more about the brand, its features, and the benefits and experiences it delivers.

Emotionally engaged customers feel a strong sense of identification with, and preference for, the brand.

Behaviourally engaged customers buy, use, and recommend the brand more often. They are also more likely to perform acts of ‘corporate citizenship’ by taking part in research and acting as unpaid customer service agents.

Socially engaged customers interact with the brand in social media. They are more likely to view, share, and comment on online content, report their brand experiences, and participate in brand promotions.

A decade ago, brand owners would have been happy with high customer satisfaction scores. This is no longer enough. Leading brands are doing all they can to build customer engagement across all touch points – stores, contact centres and online. They know that engaged customers are less likely to churn to competitors, but instead create significant value through their buying and other pro-brand behaviours.

Written By | Dr Francis Buttle

Capture Content® was founded by Lewis Buttle and Gary Goes on September 12th, 2015, in what was then the most feral apartment known to the Inner West of Sydney. The Crib. The HQ. The Biohazard. Home. You’ll be pleased to know that we now reside in a plush studio within Sydney’s creative hub also known as Annandale. Saying all that, it’s not about where we came from, it’s where we’re going and what we’re doing that matters.

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