Customer Engagement Levels Fail to Bounce Back After Recession

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New study shows challenge and importance of achieving customer love

2010 Most Engaged Customers Study

Businesses are having a harder time creating those connections that make customers want to actively promote their brands.

Consumers are starting to spend more, but they’re not emotionally connecting with brands and companies the way they did before the recession, a new study has revealed.

According to PeopleMetrics’ 2010 Most Engaged Customers study, customer engagement levels across multiple industries have remained flat after dropping sharply in 2008. The study evaluated more than 60 brands across 12 industry sectors. Only 52 percent of customers surveyed said they felt an emotional connection to the company – a mere 1 percent increase over last year – compared to 59 percent two years ago.

“Businesses are having a harder time creating those connections that make customers want to actively promote their brands,” said Kate Feather, Executive Vice President of PeopleMetrics. “Similar to the ‘reset’ in the economy and stock market, it appears that customer engagement levels have also been reset.”

Other significant findings within the study include:

-- Customer engagement levels can be directly correlated to a company’s financial performance and desirable customer behaviors, such as visits to a company’s website, increased purchases online, and more frequent recommendations.

-- The Luxury sector had the highest level of engagement, with 65 percent of customers engaged. eRetailers came in a close second, engaging 61 percent of customers.

--Cable and Satellite TV providers win the fewest engaged customers.

-- The study identified six essential traits companies must exhibit to achieve maximum customer engagement and love levels.

2010 Most Engaged Customers Top 10
1. Ritz-Carlton
2. USAA Insurance
3. Netflix
4. Build-a-Bear Workshop
5. Trader Joe’s
6. Wegmans
7. Williams-Sonoma
8. Four Seasons
9. Ruth’s Chris Steak House
10. Amazon.com
10. (tie) Whole Foods Market

About the 2010 Most Engaged Customers Study
PeopleMetrics surveyed more than 5,000 consumers and 1,200 business-to-business decision makers to evaluate the customer engagement levels of 67 top-recognized brands in 12 industry sectors.

To purchase the 2010 Most Engaged Customers report, please contact frank(dot)rowe(at)peoplemetrics(dot)com or request more information at http://www.peoplemetrics.com/contact/.

About PeopleMetrics
PeopleMetrics is a leading research and technology firm that helps companies engage customers, physicians, and employees to drive bottom line results. The company’s clients range from Fortune 100 to mid-sized organizations. PeopleMetrics was started in 2000 and is based in Philadelphia, Pennsylvania.

Contact:
Kate Feather
PeopleMetrics
1717 Arch Street, Suite 3220
Philadelphia, PA 19103
Phone: 215.979.8314
Fax: 215.979.8049
Kate(dot)Feather(at)PeopleMetrics(dot)com
http://www.PeopleMetrics.com

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Kate Feather
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