Customer Experience

The 4 Most Important Customer Engagement Metrics For Your Store

September 09, 2016

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Creating a customer-focused organization is an essential element in building a successful company: it’s no longer just about the company and what they provide – it’s about the customer.

Customers expect companies to listen to them and provide a more-than-satisfactory customer experience.

In order to do this, you must organize your company in a way that allows easy distribution of feedback in meaningful ways across all departments within your organization. You should measure the levels of customer engagement across all of your business locations as a start to understanding which direction your organization needs to take to becoming customer focused.

Here are four customer engagement metrics that will help you get a better sense how your company is perceived by those who matter most: your customers.

Text Analytics

The type of emotion a customer feels about your store is important for relationship building.

I know what you’re thinking: is emotion a metric?

Emotion is not really a metric, but finding out what topics are trending within reviews is in fact a metric. A text analytics tool can help you understand customer sentiment, which is how a customer feels about your business.

So, in other words, text analytics gives you a better idea of where customers are at in their relationship with you: are they fully committed or just in the “dating” phase?

Time it Takes to Solve Issues

How long does it take for your customer engagement team to respond to a question or issue? According to Buffer, customers expect a company to respond to their questions and problems soon after they send them.

In addition to response time, how long does it take for a team member to understand and solve the customer’s issue? Although time should not be an indicator of how well a customer engagement team member solves a problem, it’s an important metric to measure in order to benchmark customer expectations especially online review responses.

Response Times

That’s why it’s also a good idea to track how long it takes for your team to respond to reviews. Customers expect a response in 7 days or less to online reviews.

How long does it take you to respond? Although 48.3 percent of customers don’t expect a business to respond to their online review, 51.7 percent of customers expect a response in seven days or less.

Customer Loyalty Index

Are your customers satisfied? Use the Net Promoter Score to find out. After they visit your store, email them this question: “How likely are you to recommend us to your friends and family?” Ask them to rank their feeling zero through ten, zero being not at all and ten meaning most likely.

To learn more about the loyalty, and how you can categorize your customers, divide the customers who responded into promoters, passives and detractors.

Promoters are the customers who are devoted and will support you and are loyal to you. Passives are customers who are happy with your product or service, but they can easily take their business to a competitor.

Detractors are customers who are dissatisfied with your business.

Once you have divided your customers into three categories, you can then find out the overall health of your business. How loyal are you customers?

When you have figured out where your brand stands with customers, create a customer engagement strategy that works.

If you read one sentence from this article…

Know that you must create a customer-focused work environment, one in which the customer is the deciding factor of how you make decisions. A method you can use to help create this type of environment is to measure your customers’ level of engagement.

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