What Is Digital Customer Engagement?

What Is Digital Customer Engagement?

The definition of digital customer engagement may differ from business to business, but at its core it’s the process of interacting with customers on digital channels and trying to get them to engage with your branded experiences.

These experiences may include:

• Interacting with a virtual agent to book travel plans
• Responding to a Twitter poll
• Receiving an email with discount offers on the customer’s favourite brands
• Interacting with a photo frame on Instagram
• Reading a blog post that tells the customer how to get the most out of their recent purchase
• And so much more

Effective customer engagement takes place throughout the duration of the relationship between customer and brand, and it happens in each customer’s preferred digital channel(s).

The goal of digital engagement is to stay connected to customers so that your business is top of mind the next time they need to make a purchase. Ultimately, consistent and meaningful engagement builds loyalty and can reduce churn.

And the positive financial impact of effective engagement can be substantial. One study found that over a two-year period, businesses that invested in digital customer engagement experienced a 70% increase in top-line revenue.

According to Gartner, contact centres will play an important role in this continued positive trajectory. They predict, “By 2025, 40% of customer service organizations will become profit centers by becoming de facto leaders in digital customer engagement.”

Thanks to NICE

Author: Robyn Coppell