Customer Engagement

The Customer Side of the HumanSigma Equation

HumanSigma combines the power of two Gallup concepts: customer and employee engagement. Our HumanSigma approach provides leaders with the means to reduce the variance in performance across organisational units.

Our extensive research has identified the crucial emotional characteristics of an organisation's best customers. These customers are not just "satisfied" or "loyal," they are emotionally attached to the organisation's brands or services. They are engaged.

Organisations must understand, develop, and sustain customer engagement to achieve success. Our customer engagement programs enable organisations to identify and manage the key emotional dimensions of customer engagement.

Maximizing Customer Engagement With CE 11

Through rigorous research, Gallup has identified 11 questions that measure customer engagement and powerfully link to financial performance. These questions -- the CE 11 -- measure dimensions that executives, managers, and employees can influence.

We have developed CE 11 measurement tools, development programs, and strategic advisory services that improve organisational performance. CE 11 enables organisations to assess and improve customer engagement in all key areas.

In addition, we maintain a comprehensive database that contains intelligence from:

  • 3 million customers
  • Some 48.000 business units
  • Almost 200 organisations
  • 16 industries
  • Over 50 countries

Customer Engagement and CRM

Customer Relationship Management (CRM) systems and technologies are ineffective unless their underlying strategies will increase and improve customer engagement. Gallup's customer engagement programs provide the vital strategic framework a CRM technology initiative needs to be successful.

Developing Brand Strategies

The CE 11 metric is also a superior tool for developing brand strategies and tactics that attract the most profitable customers. Used as the basis for brand management, segmentation, and positioning, CE 11 supports brand managers in developing strategies that will appeal to the most profitable customer segments.

Effective consumer messages must:

  • Differentiate: convey a brand promise that clearly sets the company's products or services apart from its competitors'. This promise must include an emotional component that customers understand.
  • Excite and Activate: convey a compelling message that will overcome consumer inertia, perceived risk, and "switching cost" barriers
  • Connect: establish or reinforce an emotional connection with target customers. This serves as the foundation for an enduring customer relationship.

Companies successfully acquire and retain customers when they communicate compelling and differentiating brand promises -- promises that the company can deliver at all customer touchpoints. Companies must align their activities and performance to turn transactions into enduring relationships. Companies that consistently reinforce a brand promise with performance -- or a customer's expectations with great experiences -- will develop enduring and profitable customer relationships.