The Engaged Consumer
Customer engagement is the depth of the relationship a customer has with a brand. It is built, worn away and rebuilt (or destroyed) with every brand interaction, whether that’s making a purchase, sharing a product Tweet or blog, investing in a company, writing an online review, having a conversation with a friend, or any other active engagement. This engagement provides a pro-active, conscious lens from which the consumer is able to decide among categories, companies and brands.
What does an Engaged Consumer look like?
Engagement takes a few different forms. Each of these represents a behavior of an Engaged Consumer.
- Searched for information about a company’s products or services
- Shared information and/or news articles about a company’s products or services with others
- Shared their opinion or offered advice about a company’s products or services with others
- Shared your opinion or offered advice about a company and its corporate activities with others
- Contacted a political candidate or government office to express their views
- Written an article or “letter to an editor” for a newspaper or any publication
- Signed a petition in person or online
- Contributed to a blog or used other social media to share their opinion on a political or current event topic or to share their view about a company and its activities, products or services
- Bought or sold shares in a company
When considering a company’s corporate reputation, these Engaged Consumers are more likely to be:
Informed Purchasers – They seek information about brands and the companies making products and services.
Evangelists – They speak to family and friends about a company, whether they’re a purchaser or not. They also consume and re-broadcast company content to their social networks.
Responders – They engage in dialog with a company and its brand, providing feedback. Don’t discount their value, as customer feedback is a vital component of product and brand development. These people feel invested in the brand, as if they were employees. Others seek their advice.
Engaged Consumers shape how companies are perceived- the expectations of how companies should behave and how companies are performing relative to their expectations.