ENGAGED IS THE NEW HAPPY
Business benefits of Engagement
We moved on a lot. We’re past the feeling that people just had to be content with life – put up with your place in the bigger scheme of things. People became empowered and took control. As a generation demanded more - businesses cottoned to the importance of keeping customers happy.
A new democracy is emerging – one of leadership from within and self-worth fuelled by the digital march, increasing transparency and heightened expectations. To attract and keep customers, the need has shifted far beyond keeping the customer happy to that of providing a productive and engaging experience. An enormous opportunity has been spotted to improve the customer experience – giving them what they need to be loyal and committed as well as luring the discerning new customer into the fold.
Many businesses make the mistake of confusing ‘happy’ with ‘engaged’ or indeed missing the opportunity that ‘engaged’ brings. Happy doesn’t necessarily translate into the customer performing at their best and giving the business what it needs. Engaged customers are good for business, they feel empowered, respected and acknowledged, and importantly, they are likely to be more loyal, play and pay the more they are engaged.
What’s trending now is the move from simple customer satisfaction to the customer experience through engagement… and what an enormous opportunity it presents.
This started with employers realising that their staff needed to be engaged rather than just happy. It’s well documented that an engaged team member who is on board with the company’s strategy and values can create an additional 30% better results for the company. This is happening now - in their 2017 Global Human Capital report, Deloitte state that engagement is one of the biggest trends in business for decades. The emphasis of the Deloitte report is employee engagement, but think of the possibilities this presents when engagement is created with the customer.
An example of driving customer engagement is that of Sportsbehaviour. Businesses who use the Sportsbehaviour system report a higher level of engagement from their customers. Once customers know how their mind and body work, they apply this in their exercise routine, training and competition. This in turn leads to improved results and fitness levels and a more enjoyable experience. All the better if the staff in the business engage with the customer, helping them respond to the very thing that make a customer experience unique and fulfilling – the uniqueness of customer themselves. The engagement outcomes can include higher levels of membership, more participation in a range of activities, more kit purchased, more use of personal trainers, more positive feedback, increased loyalty and increased membership numbers coming from the all important personal recommendation and word of mouth.
Engage your customers today.
ENGAGED IS THE NEW HAPPY
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