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CUSTOMER EXPERIENCE VS. CUSTOMER ENGAGEMENT: MAKING A LASTING IMPACT

» 6 min read

By Andre Dubreuil

More Articles By This Author

Forrester defines customer experience as “how customers perceive their
interactions with your company.” In other
words, it’s the overall personal impression or the
perceived value customers have of the sum of their interactions with an
organization, brand , or product. 

Customer engagement is about communicating with your customers, growing the
relationship over time , and gaining customer loyalty. 

While customer experience and customer engagement are different, perceived value
and engagement boost brand experience, provide valuable customer feedback and
insight, and increase customer trust and loyalty, while increasing sales funnel
velocity. Satisfied customers are also more likely to
recommend an organization, brand, or product to someone
else, eventually becoming brand advocates.


FROM CUSTOMER EXPERIENCE TO CUSTOMER ENGAGEMENT

A customer engagement strategy incorporates ongoing interactions customers have
within an organization’s ecosystem. It goes beyond the
experience provided at specific touchpoints and builds
on customers’ willingness to invest in an ongoing relationship. It shapes their
degree of engagement with a brand or product through experience and
communication.

Consumer expectations are sky-high, so customer engagement has never been more
important for success than it is today. Today’s customers expect
personalized, contextual, relevant information. They expect
every interaction they have with a brand to deliver a useful and valuable
experience for them. 

The starting point to a successful customer engagement strategy is the knowledge
an organization has of its customers. But many businesses are still struggling
to understand their customers’ behavior, preferences , and needs, which is
necessary to maintain a high level of relevance and value within the
relationship for both parties, not just for the brand. Some companies are having
a difficult time making sense of, much less applying, such knowledge when they
have it. 

Gaining this kind of understanding of the customer journey as
a whole rather than just focusing on separate individual experiences provides
more value during the planning, design , and implementation phases
of an effective customer engagement strategy.


13 CUSTOMER RETENTION STRATEGIES THAT ACTUALLY WORK

Forrester defines customer experience as “how customers perceive their
interactions with your company.” In other words, it’s
the overall personal impression or the perceived value customers have of the sum
of their interactions with an organization, brand or product. Read more.

Read More


EXPERIENCE & ENGAGEMENT PRINCIPLES

Following is a good starting point for planning, designing, and implementing any
customer strategy efforts: 


BE USEFUL

 * How can you make different touchpoints more meaningful for customers? 
 * How can you simplify interactions, make them easier to understand,
   facilitate the process and minimize the necessary steps to completions?


ESTABLISH CREDIBILITY

 * How can interactions you have with customers be manifestations of your
   expertise?
 * How can you explain, facilitate, educate and, ultimately, bring knowledge
   to your customers? 


ADAPT, CONTEXTUALIZE, PERSONALIZE

 * How can you learn more about your customers from their interactions
   within your ecosystem? 
 * How can you adapt or personalize the content and experience based on the
   context and knowledge you have?


SPARK INSPIRATION

 * How can you inspire your customers?
 * How can you engage customers further, keep the conversation going,
   deepen your relationship, bring them more value, and build trust?


THE BOTTOM LINE 

Creating connections with your customers by understanding their needs then
addressing the gap between what they expect and what you currently provide will
go a long way toward building the trust necessary to convert them into loyal
customers for years to come. 


ABOUT TA DIGITAL

TA Digital is the only global boutique agency that delivers the “best of both
worlds” to clients seeking to achieve organizational success through digital
transformation. Unlike smaller, regional agencies that lack the ability to scale
or large organizations that succumb to a quantity-over-quality approach, we
offer resource diversity while also providing meticulous attention to the
details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital
maturity by focusing on data, customer-centricity, and exponential return on
investment; by melding exceptional user experience and data-driven methodologies
with artificial intelligence and machine learning, we enable digital
transformations that intelligently build upon the strategies we set into motion.
We are known as a global leader that assists marketing and technology executives
in understanding the digital ecosystem while identifying cultural and
operational gaps within their business – ultimately ushering organizations
toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, 2020 and 2021 Inc. 5000 list as one of the
fastest growing companies in the United States, TA Digital is pleased also to
share high-level strategic partnerships with world class digital experience
platform companies like Adobe, SAP, Acquia, commercetools, Sitecore, and Elastic
Path.

WRITTEN BY:

Andre Dubreuil

More Articles By This Author

Read Next


UX DESIGN TRENDS THAT IMPROVE CX

Chris Kendy 7 min read


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you.

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