Post on 18-Jul-2015
Engagement Metrics That Reveal Customer Loyalty6
LOYA
LTY
How do you measure loyalty?
Is it possible?
If so, what are the metrics?
LOYALTY isn’t just hard to measure, it’s hard to define.
Is a loyal customer someone who…
• Spends with a business frequently?
• ONLY spends with a particular business?
• May not spend much but is a brand enthusiast?
Regardless of how anyone defines it, there’s one common trait almost all “loyal” customers have.
They’re ENGAGED with the brand
Instead of trying to measure loyalty, focus on measuring engagement.
Start with
these SIX basic measures.
1 ENROLEESIt’s obvious, but keep a close eye on the
number of customers enrolling in your loyalty programs or opt-in marketing efforts.
2 SOCIAL MEDIA REACH People are talking about – and
with – brands on social platforms. It’s fertile engagement ground – learn what drives more social interaction.
3 OPEN & CLICK-THROUGH RATES90% of consumers are open to emails from the brands
they love, yet only 46% deem them relevant. Measuring how customers interact with your communications will
reveal if your brand is delivering on its promises.
4 COMMENTSCustomers will give you the blueprint to loyalty, if you’ll only listen. Strive for as much customer
feedback as possible, and be prepared to respond.
USAGEAnother obvious one, but one that goes unnoticed.
Are customers utilizing your offers, redeeming points, or other calls-to-action you’re providing?
5
REPEAT USAGEAre people coming back again and again?
If so, what’s driving them to do so? If not, the answer should be revealed in one of the metrics mentioned in 1-5.
6
Keeping a close eye on these metrics will help identify highly engaged customers who may be ready to take the next step in a “loyal” relationship – whatever that means to you.
LOYALTY
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