In “Study finds customer engagement hard to measure,” B-to-B Magazine’s Kate Maddox posts some high-level findings from a recent study from Forbes Insights about measuring customer engagement.
“Customer engagement is a top priority for CMOs, but many companies are struggling to implement strategies and measure customer engagement, according to a new study from Forbes Insights and George P. Johnson.”
A majority (67%) of marketers polled view customer engagement as very important, but a good percentage feel their companies do a fair or poor job engaging their audiences. They view retention, sales, and revenue per customer as key metrics for customer engagement.
I hypothesize that “product engagement” — using tools and methods to present products in a more interactive and engaging way, such as via product simulation marketing — would be a big contributing factor to overall customer engagement. Furthermore, it may be easier to measure product engagement because of the direct relationship between what is presented and how the viewer/customer interacts with it.