Customer Engagement

What strategy does your organisation use to engage its customers? And how do you know whether your efforts are paying off?

World-class organisations unleash their potential for growth by optimising their customer relationships. Organisations that have optimised engagement have outperformed their competitors by 26% in gross margin and 85% in sales growth. Their customers buy more, spend more, return more often, and stay longer.

Customer Engagement: A Leading Indicator of Financial Performance

Through rigorous research across a variety of industries and target audiences -- including B2C and B2B -- Gallup has identified 11 questions -- the CE11 -- that measure customer engagement and link powerfully to financial performance.

Our studies reveal that customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth than the average customer. Actively disengaged customers represent a 13% discount in those same measures.

What Is Your Organisation's Engagement Ratio?

Gallup's customer engagement ratio is a macro-level indicator of an organisation's health that allows executives to track the proportion of fully engaged to actively disengaged customers.

• In average organisations, the ratio of fully engaged customers to actively disengaged customers is 0.8:1.
• In world-class organisations, the engagement ratio is 8:1.

When you consider the premium that fully engaged customers deliver to your organisation, isn't it vitally important that you understand, develop, and sustain optimised customer relationships?

Optimising Performance

Gallup's goal is to help organisations build a culture that supports sustainable growth -- a culture that engages your customers by leveraging the talent of your employees and managers.

Business units that score above Gallup's database median on both customer and employee engagement significantly outperform units that rank in the bottom half on both measures.

Learn More

Gallup's approach blends strategic analysis with practical steps and advice to change how leaders view their work, their employees, and their customers.

To learn more about how Gallup can help you or your organisation engage customers, optimise performance, and improve financial performance, download the brochure or contact us.