Customer engagement y customer experience son dos términos que se utilizan para medir las relaciones entre el client y la marca. Aunque a simple vista parecen que significa lo mismo, no es así para nada…
One refers to the customer's experience and the other to their level of commitment to the brand. But to better understand these concepts, below we will explain in detail what customer engagement is, as well as the definition in Spanish of customer experience.
Only then can you understand how they differ and how to improve your marketing strategy to achieve effective actions. Read on for new ideas to improve your customer engagement metric!
Customer engagement: What is it?
First of all, let's start by knowing what engagement is. Well, it is a metric that measures a brand's commitment to its audience, through interactions and communication between the two.
Esto nos da una pista para entender qué es el customer engagment. Sin ir más lejos, es una métrica que indica la conexión que tiene un cliente con la empresa con la que mantiene una relación vía redes sociales o cualquier otro channel de comunicación.
Definition of customer engagement:
El customer engagement podríamos compararlo con el término de embajadores de marca. Es decir, cuanto más alto be este indicador, esto quiere decir que has conectado con tu público y estará dispuesto a recomendarte frente a terceros como prescriptores de marca.
El engagment hay que trabajarlo y un buen nivel de engament se consigue con el tiempo. Y ese tiempo es lo que llevará a la audiencia a convertirse en fan de la marca o no.
Note: The customer engagment is more linked to how the customer perceives the brand, what sensations and feelings he feels.
Customer engagement map definition:
El customer engagement map, o también llamado customer journey map, es una herramienta que se utiliza para mostrar mediante un mapa todas las etapas por las que pasa el cliente desde un punto de inicio a otro hasta llegar a tu servicio.
In other words, se tries to study each of the steps that the client takes from the first time he interacts with the brand, for example, to the end point you want to mark.
This can be the final purchase or when a customer leaves without completing the purchase. Thus, you will know which part of the process generates more value for the customer and which does not.
Definition of customer engagement lead:
Después de conocer qué es el customer engagement map, te podrás hacer una idea de qué es el customer engagment lead.
El customer engagement lead mide la percepción que tiene el Username que ha mostrado algún tipo de interés por la marca, pero que aún no se ha convertido en cliente real.
By lead, we understand that user who has given their contact information to a company and who, therefore, becomes part of its database.
And what is the customer experience?
Unlike customer engagement, customer experience management is conceived as a metric that indicates whether the customer experience is bad, fair, good, or excellent. Instead, to determine the degree of engagment, terms such as moderate, medium, and high are used.
Here is a definition in Spanish of customer experience that will help you understand it better:
It is about the experience that the customer has during their shopping journey. This includes moments before the purchase, during the decision process and after it.
Important: Tener una buena o excelente experiencia de cliente, significa que el usuario ha terminado su camino de forma exitosa; una atención personalizada, la velocidad de carga del sitio Web es rápida, el sitio web es intuitivo (entre otros) y, por tanto, se fideliza.
Customer engagement: Marketing ideas
Today, the customer seeks a lasting relationship with brands. They want commitment from them and their relationship to be solid (not punctual).
Users want a business relationship that doesn't seem like one, but is more friendly and close. Key aspect to generate engagement.
Knowing this metric is important to know if the strategies you have applied so far are effective or need to be restructured.
We leave you some notions and ideas to enhance your customer engagement in your business:
➽ El concepto del customer engagement en modelos B2B
Keep in mind that the generic concept of customer engagement or customer experience in marketing focuses on the individual consumer.
However, when we apply engagement and customer experience to the relationship between companies, we would be facing customer engagement in the B2B model.
The B2B consists of the provision of services or the purchase of products that are made between two companies. For more information, you may be interested in:
➽ El customer engagament para mejorar métricas SEO
Para conocer si tu customer engagement es elevado o no, uno de los KPIs que te lo indicará será el residence time del usuario en el sitio web.
The more time the user spends on the web, it means that he likes what he sees, that he feels comfortable browsing it and is aware that you have the solution to his problem.
Por tanto, retendrás más tiempo a los usarios y eso será clave para mejorar tu positioning SEO.
➽ Acciones para optimize el customer engagement
If you need to implement actions to increase customer engagement, we recommend these tips:
- Increase the level of commitment to your customers by offering them personalized attention.
- Analyze the customer's experience in their purchase process and optimize it.
- To do this, detect errors and offer solutions, focusing on simplifying interaction and communication with them.
- Nutre a los usuarios con contenidos de valor, dependiendo de la fase en la que se encuentren en el funnel from conversion. Según la fase, deberás fijarte un target; educar, informar, persuadir, demostrando que te preocupas por ellos.
- Genera más confianza aplicando estrategias de content marketing para conseguir leads.
- Spread your content by email and social networks to humanize your brand and increase your visibility.
- Ayúdate de herramientas para detectar problemas de comunicación con los usuarios e implementar mejoras, con la integración de chatbots en tu content strategy o la implementación de un CRM que te permita eficazmente gestionar las relaciones con tus clientes, como Hubspot.
CONCLUSIONS:
Customer engagement and customer experience management are two different marketing terms, but they are closely related to each other. And is that, to have a high customer engagement you need an excellent customer experience.
Knowing the definition of customer engagement or experience, and its differences, will allow you to optimize certain marketing strategies in order to increase engagement with your customers and turn them into true fans.
Reaching this point of complicity with your customers is a great marketing effort that will be worth it because your sales opportunities will increase.
Do you use the concept of customer engagement to measure the effectiveness of your strategies? What do you usually do to increase the level of engagement of your customers?
