Have you ever stood in line behind someone who was complaining and ranting at the counter staff. (Even if in a social distanced line it’s noticeable and uncomfortable.) And then when it was your turn, the person at the counter seemed distracted and not attentive to your questions.
Have you ever walked away and found some other counter. Or been so annoyed that you shopped somewhere else the next time.
That’s what it feels like when you are the customer of someone who is catering to squeaky wheels. And not catering to potential customers that might actually buy more and more from them with a little encouragement.
There will always be those customers that will buy from you loyally. They are committed fans. As well, there will always be the squeaky wheels that require more hand holding than their actual value.
But what about the ones that don’t speak up. That are kind of lukewarm in their engagement. We often overlook them catering to either the best customers or the worst customers.
When instead, if we spent some cycles nurturing them more, they might become the best loyal customers.
First we have to identify them. Which is where tracking customer engagement comes in. It’s kind of a moneyball idea. The data story behind the real world story was that they used data to get past our cognitive bias about who they thought was a good player. As a result, they unlocked that value and built a winning baseball team.
In my latest blog post, I talk about developing a practice of tracking customer engagement so that we can encourage more future engagement from this hidden value.
Here’s a glimpse of what you’ll learn:
- Tracking customer engagement will help you to discover opportunities that you weren’t aware existed.
- How to start tracking customer engagement by reframing how you look at metrics you may be tracking already.
- How to create a program that will evolve into an ongoing practice of nurturing future engagement.
I want to share this with you because I strongly believe that data can help us to grow a thriving customer base. And that this thriving customer base is an engagement customer base.
>>> Get curious and head over here to read the post.
Here’s to uncovering more and more opportunities!
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