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Date Submitted: 05/27/2013 03:58 AM
Customer Engagement
| What’s Your Engagement Ratio?
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Customer Engagement as a Core Strategy
The world's leading organizations know that engaging their customers is a primary driver of key business success. Gallup's cross-industry research shows that fully engaged customers buy more, stay with you longer, and are more profitable than average customers. It is also not surprising to know that these organizations have placed customer engagement at the foundation of their strategy for winning in the marketplace. They understand a simple fact: organizations that engage their customers outperform those that do not. What’s Your Engagement Ratio?
Unleashing the Potential for Growth
World-Class Average
19% 48% 24% Fully Engaged Engaged 26% Disengaged 34% Actively Disengaged
20% 6% 23%
8:1
0.8:1
Ratio of Fully Engaged to Actively Disengaged Customers
Gallup's engagement ratio is a macro-level indicator of an organization's health that allows executives to track the proportion of fully engaged to actively disengaged customers. In average organizations, the ratio of fully engaged customers to actively disengaged customers is 0.8:1 — meaning that most organizations have less than one fully engaged customer for every actively disengaged customer. Conversely, in world-class organizations — those organizations at or above Gallup’s 90th percentile — the engagement ratio is 8:1 – 10 times larger than the average organization's ratio. When you consider the premium that fully engaged customers are worth to your organization, a focus on increasing this ratio is a critical part of any growth strategy. What steps does your organization take to engage its customers? Just as...