Engagement Metrics That Reveal Customer Loyalty6

LOYA

LTY

How do you measure loyalty?

Is it possible?

If so, what are the metrics?

LOYALTY isn’t just hard to measure, it’s hard to define.

Is a loyal customer someone who…

• Spends with a business frequently?

• ONLY spends with a particular business?

• May not spend much but is a brand enthusiast?

Regardless of how anyone defines it, there’s one common trait almost all “loyal” customers have.

They’re ENGAGED with the brand

Instead of trying to measure loyalty, focus on measuring engagement.

Start with

these SIX basic measures.

1 ENROLEESIt’s obvious, but keep a close eye on the

number of customers enrolling in your loyalty programs or opt-in marketing efforts.

2 SOCIAL MEDIA REACH People are talking about – and

with – brands on social platforms. It’s fertile engagement ground – learn what drives more social interaction.

3 OPEN & CLICK-THROUGH RATES90% of consumers are open to emails from the brands

they love, yet only 46% deem them relevant. Measuring how customers interact with your communications will

reveal if your brand is delivering on its promises.

4 COMMENTSCustomers will give you the blueprint to loyalty, if you’ll only listen. Strive for as much customer

feedback as possible, and be prepared to respond.

USAGEAnother obvious one, but one that goes unnoticed.

Are customers utilizing your offers, redeeming points, or other calls-to-action you’re providing?

5

REPEAT USAGEAre people coming back again and again?

If so, what’s driving them to do so? If not, the answer should be revealed in one of the metrics mentioned in 1-5.

6

Keeping a close eye on these metrics will help identify highly engaged customers who may be ready to take the next step in a “loyal” relationship – whatever that means to you.

LOYALTY

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