MODERN MARKETING
What Does Engagement With
Customers Really Mean?
By Grant Leboff
Engagement’ is becoming one
of those terms which is now so
ubiquitous it is starting to lose its
meaning.
The level of engagement with our
customer base really depends on the
nature of the business.
By looking at your levels of
interaction and influence you can
really measure the effectiveness of
your engagement with prospects or
customers alike.
Why is it that before we get married,
we are ‘engaged’?
48 ModernBusiness
November 2016
Why do many public toilets say the
word ‘engaged’ on the outside when
they are locked?
The term ‘engaged’ means busy
or taken. When we use the term to
‘engage’ with customers, we mean
‘keeping them busy’ or ‘occupying
them’.
What level of engagement is
appropriate?
Obviously, we are not going to keep
our prospects and customers busy
with us all the time. So, how often
do we need to engage? The level of
engagement with our customer base
really depends on the nature of the
business. There is no hard and fast
rule but below is a benchmark you
can use.
My local supermarket engages with
me every week. I have a loyalty
card and they engage me with
relevant coupons and discounts
on the goods that I buy. This is
OK with me because I engage
with my supermarket every week,
either online or by visiting the
store. Therefore, the frequency of
engagement does not feel excessive.
Simply providing me with coupons
and vouchers is very transactional.