Turning customers into 'true believers'

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Turning customers into 'true believers'

By Gina Acosta - 01/29/2018

Retailers have an opportunity to leverage the one big advantage of brick-and-mortar: emotional engagement. 

According to research from Gallup, consumers return more often and spend more at stores that emotionally engage them. 

Data from Gallup's CE3 assessment show that customers who are fully engaged -- meaning they are emotionally and psychologically attached to a brand, product or company -- represent a 23% premium in terms of share of wallet, profitability, revenue and relationship growth over the average customer.

And, compared with actively disengaged customers -- customers who are resentful that their needs aren't being met and are acting out their unhappiness -- fully engaged customers exhibit higher revenue/sales by 51 percentage points.

Customer engagement depends a great deal on store managers and sales associates, according to Gallup studies. When managers hire talented people and engage them, these sales associates can concentrate on customers' emotional requirements.

When surveyed with Gallup's CE3 assessment, the highly engaged -- and most loyal -- customers strongly agree (rate the items with a 5) with the following statements:

  • Company always delivers on what they promise.
  • I feel proud to be a Company customer.
  • Company is the perfect company for people like me.

These in-person encounters are why employee engagement paves the way for customer engagement. Connecting on an emotional level with customers is how retail retains in-store consumers' patronage. Only keeping them satisfied is not enough, according to Gallup.