Customer Engagement Metrics in Finance
Customer engagement is a new metric, available through the advent of on-line marketing that provides details on how wide and how deep your products, communications, brand and messages are being engaged with by prospects, investors and clients.
According to Forester research there are four main components to your customers’ and prospects' engagement with your brand:
• Involvement – The measurable aspects of an individuals’ relationship with your funds
• Interaction – The depth of those individuals’ relationship via email, social media and web
• Intimacy – The sentiments or feelings of individuals towards your fund
• Influence – The likelihood that an individual will encourage someone to consider or buy your fund
Within these four main components there are several key metrics that you can track. Understanding these numbers can help you gauge your customers’ engagement on several different levels and help you improve your relationship with them.
These numbers are available in ProFundCom with the new Engagement Blade technology. The blades give you the ability to track any interaction with your content. These interactions are listed below
Involvement
• Site visits – How many people are visiting your site?
• Time spent – How long did they spend on your site before they clicked away?
• Pages Viewed – How many pages did a visitor view before they left your site?
• Keywords searched – What words did a visitor search to find your site?
• Navigation paths – Where did a visitor navigate to after landing on your site?
Interaction (these can be tracked through social media):
• Number of comments contributed to your blog
• Number of unique commenters on your blog
• Quantity/frequency of written reviews, blog comments, forum discussions
Intimacy (these can be tracked through customer service calls, surveys and social media):
• Sentiment tracking through social media
• Sentiment tracking of internal customer contributions
• Opinions expressed in customer service calls
Influence (these can be tracked through customer service calls, surveys and social media):
• Product/service satisfaction ratings
• Brand affinity
• Content forwarded to friends (email, retweets, facebook postings etc.
• Posts on high profile blogs
