Customer engagement is an important indicator of marketing and value proposition performance. And it takes on increased urgency in a recessionary environment that demands businesses get more value from existing customers (especially given the cost of acquiring new ones). The challenge is how to effectively influence customer engagement. It takes an understanding of how current customers engage and what factors drives those behaviors; factors such as the businessís and its competitorsí actions, natural customer characteristics, and changing category dynamics to name a few.
Understanding Patterns in Customer Engagement is Key
Typically, most businesses try to grow an understanding of current customer engagement through static, point-in-time approaches. They tend to classify present customers in segments based on here-and-now behavior...