Customer engagement isn’t about just a single channel or tactic. Instead, it’s about understanding how that engagement is driving real bottom-line results. eMarketer’s Lauren Fisher spoke with Lisa Henderson, managing director and chief client officer at marketing services firm Epsilon, about how a variety of industries look to customer engagement metrics as proxies for sales and loyalty. Henderson was interviewed as part of eMarketer’s May report, "Understanding Customer Engagement: How to Map and Make Sense of the Metrics that Matter."
What does customer engagement mean to Epsilon and its clients?
We think of it as an act of engagement with the business or brand. Engagement is an early indication of performance. If consumers are unengaged, they’re not purchasing from you, and they’re unlikely to purchase from you. Engagement is a proxy or early indication for loyalty, purchase or advocacy.
How are clients turning these engagement proxies and metrics into meaningful insights on the customer-brand relationship?