How does your organization define customer engagement today? How do you measure it, and what does your "customer grading" strategy look like?
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VP, Marketing5 months ago
Our approach to customer engagement depends on the program we're running and the stakeholders that we’re servicing. For instance, on the property side for our residents, we use surveys to understand their experiences when they move in, move out, or request maintenance and so on. This allows us to address their needs promptly and improve their overall satisfaction. On the investment side, for scoring, we segment based on the engagement level. This helps us meet the needs of each group. For example, a highly engaged advisor who reads a lot of our content, engages with us on social media, and posts about the fund would naturally score higher. Conversely, those who are less active would score lower, prompting us to focus our efforts on building further connection with them. This scoring system is crucial as it allows our team to understand what we’re doing well and focus our efforts where needed most. Through these measures, we continuously assess and enhance our customer engagement efforts to better serve and retain. Additionally, our marketing function supports different areas of the business. To measure, we gather a Customer Satisfaction score to get a baseline. We ask if they are receiving the materials they need, if they’re receiving them in a timely manner, if they are helpful, and if they meet the quality they are looking for. We use this to continually improve. 5 months ago
A significant part of our customer engagement tracking is done through an NPS. We also use what we call "trigger surveys" at different times, depending on the different groups that conduct them. These surveys might be after the very first engagement, after a large project, or after their first year with us. We analyze these responses and extrapolate data points to understand what our clients are saying. As for grading clients, we haven't started that process yet. We do have the NPS grading, but we haven't moved on to a different grading point from that perspective.