|
Customer Engagement
Current thinking, in both market and academic research, confirms that the traditional measure of customer satisfaction as a predictor of future loyalty is extremely limited. The preferred model now measures engagement, defined as a customer’s psychological and emotional response to a service experience. As most service interactions involve 75% emotional and 25% logical processing, engagement has been demonstrated to be a far more reliable predictor of a customer’s future loyalty to an organisation than the traditional measure of customer satisfaction.
CustomerEngage©: the difference
callcentres.net, part of the ACA Research Group, has developed a proprietary model CustomerEngage© that advances well beyond the traditional cognitive measure of customer satisfaction to assess 1) your customer’s pre-condition and 2) their level of engagement, providing 3) a reliable indicator of your customer’s future behaviour and loyalty.
Assessing this detailed range of interactions within these three behavioural phases provides more accurate root cause diagnosis of which actions you can implement to improve customer loyalty.
The three behavioural phases are:
- Pre-condition: We gauge your customer’s previous experience, attitude to your brand and their state of mind prior to their service interaction.
- Engagement – The model then measures your customer’s logical (cognitive) and emotional response to the service experience, as well as their perception of value for money and value for effort. These combine into an overall assessment of the whole service experience, which we can compare with other service providers and best-in-class providers.
- Future Behaviour – After measuring your customer’s engagement state we can then accurately forecast their likelihood to recommend, renew or select your brand and service as their first choice.
|
CustomerEngage© delivers information
and insights into: |
| 1. |
Your customer’s state of mind and attitudes that will influence their overall rating of a service experience. |
6. |
The value for money and value for effort your customers receive. |
| 2. |
Your customer’s end-to-end service experience. |
7. |
How likely your customers are to renew products or services. |
| 3. |
How emotionally connected your customers are to your brand and organisation in the context of a service experience. |
8. |
How likely your customers are to consider your organisation as first choice for their next purchase. |
| 4. |
Areas for service improvement that will drive your customer’s engagement and improve their loyalty. |
9. |
How likely your customers are to re-use the same service channel. |
| 5. |
How your organisation’s service experience compares to competitors and best-in-class suppliers. |
10. |
How likely your customers are to recommend your organisation. | |
|
In summary, CustomerEngage© will tell you how engaged your customers are, how likely they are to do business with you in the future and what you need to focus on operationally in order to improve business results. |
Methodology and Analysis
CustomerEngage© is a quantitative measure of customer engagement. It uses a survey approach which may be fielded either by ACA Research’s in-house CATI based telephone interview team or via an online questionnaire.
ACA Research statisticians conduct sophisticated multiple regression analysis to identify the statistically significant drivers of the customer’s:
-
Service experience
-
Loyalty and future behaviour
Regression analysis also enables the creation of predictive models of customer behaviour. Results can be segmented and analysed by demographics relevant to your research objectives, including:
-
Generation (e.g. Gen Y, Baby Boomer)
-
Market segment
-
Attitude to brand
CustomerEngage© will also include the establishment of a:
-
Customer Engagement Index
-
Customer Future Behaviour Index
These Indices can be tracked on a regular basis and also be used to compare performance across brands.
Download Printable CustomerEngage© Brochure
Contact us for more information: +61 2 9927 3399 | 
