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📋 Engagement Analysis

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Why do you need to analyze your customer engagement when planning your strategy? And is there a difference between customer and community engagement?

Having insights into how your customers are engaging can help your business understand interactions that are currently occurring and identify ways to improve areas that are lacking.

Definitions

Customer Engagement – interactions that are occurring with your brand such as content access, support, CSAT, event engagement, etc. These are behaviors that should be designed to support your customer along their journey with your product or service while building brand loyalty and increasing retention.

Community Engagement – interactions that focus on building relationships (customer-to-customer and customer-to-company) and are designed to increase Customer Engagement opportunities through awareness, access, inclusion, and collaboration while building trust.

What to Look At

Metrics

Customer Engagement

NPS – what are NPS scores on average? How do community member scores compare?
CSAT – how do CSAT scores differ for active members versus inactive members?
Ticket volume – what is the volume of tickets before community support and after?
Retention/Churn rates – how do retention rates compare between customers who are community vs non-community engaged
Referrals/Reviews – what percentage of your referral/review customers are an active part of your community?
Product Ideas – how many product ideas are coming from customers? How many originate in your community platform?

Community Engagement

Questions answered – how many questions are being answered within the community? What percentage are answered by staff versus customers?
Resource downloads – what are the top resources being accessed? Do these resources align with the customer journey and do they help solve potential friction points?
Discussions – what percentage of your customers are contributing to conversations (new, comments, reactions)
Active members – what percentage of your customers have created an account? Logged in? Returned?
User Generated Content (UGC) – what percentage of your content is being created by customers (Case Studies, Blogs, discussion posts, event leaders)
Polls – what percentage of your customer base participates in polls and surveys?
Advocate program – what impact are your advocates having on your business?
Event participation – how is community impacting your events? What percentage of attendees and registrants are active in the community?
Learning and development – what is the ratio of customers who engage with and complete learning modules and pathways who are also active in the community?

Aligning Customer and Community Engagement

By leveraging your community to become an extension of the customer experience, you will have a direct impact on customer loyalty, satisfaction, and their long-term success.

Peer-to Peer-Support

By enabling customers to engage with each other you are empowering them to solve problems and share best practices, creating a sense of belonging and reducing the need for direct customer service
Use Q&A widgets to encourage shared experiences and support self-service support

Product Adoption & Education

By increasing access to information such as product releases, tutorials, use cases and best practices, you are setting your customers up for strong adoption through content
Work with your various content creating teams to provide information for every stage of your customers’ journey. Partner with your education team to support the learning resources and increase awareness.

Advocate Programs

By giving your customers a space to engage with each other and with you, you have created the ability to easily identify potential advocates.
You can then use the community space to nurture these advocates to allow for real-time feedback, peer leaders, and opportunities to become increasingly engaged in your product

Customer Feedback Loops

Using the Ideation feature provides a clear and understandable way for customers to share their experiences through product suggestions.
Integrations and automations can make it a lighter lift for product teams to utilize a tool that allows a more transparent process of bringing updates that meet actual rather perceived needs

Increasing Retention

Creating a space that encourages engagement has a direct correlation on customer stickiness. Increasing the ability for customers to get the right information at the right time as well as engage with others who are also using the same product increases adoption and time to value, making it less likely that they will churn
Be sure to engage various teams in your community to increase the likelihood that content is engaging, interactions are rapid, and information is accessible

Having first identified what engagement looks like for your organization, understanding the ways customers are actually interacting will help you continue to build programs that have an impact. Using the data to understand where engagement is low or lacking can help you prioritize the tactics needed to strengthen them.