How Marketers Are Measuring Customer Engagement - eMarketer

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How Marketers Are Measuring Customer Engagement

Good customer service is key

January 29, 2016

Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to quantify the success of customer efforts.

CMO Council looked at how marketing executives in North America quantify customer engagement success. More than a third of respondents said that revenue metrics, like customer lifetime value, revenues per customer and overall revenue increases, were the primary type of metric they used to measure consumer engagement.

Additionally, 30% of respondents said that campaign metrics, such as clicks, conversions, shares, traffic and web analytics, were the primary type of metrics they used. Fewer marketing executives said they relied on sales enablement metrics, service metrics and finance metrics to measure overall customer engagement success.

Though not the most popular way to gauge successful engagement, customer service is important—and many consumers feel that good service makes them feel more positive about brands. In fact, nine in 10 internet users worldwide said so in an August 2015 survey from Ovum and Opinium Research LLP.

While 81% of respondents replied that they are only looking to have their questions answered—implying quite a low bar to reach for adequate customer service—there are still ways for companies to stand out.

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