The results of our annual Most Engaged Customers (MEC) study are in, and they reveal an important pattern in Customer Engagement since 2008. Although consumer spending is creeping up, the 2010 MEC report found that customers are not emotionally connecting with companies as they did before the recession. In conducting this year’s 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.
The 2010 MEC report revealed that customer engagement levels across many industries have remained flat after declining sharply in 2008. Just 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,” explains PeopleMetrics VP Kate Feather. “Similar to the ‘reset’ in the economy and stock market, it appears that customer engagement levels have also been reset.”
Beyond this larger pattern, the 2010 MEC study ranked the Customer Engagement of 67 brands and 12 industries. For the second year in a row, the Luxury sector (luxury retail, hospitality, and travel) had the highest level of engagement, with 65 percent of customers engaged. eRetailers also earned high marks, engaging 61 percent of customers. Cable and Satellite TV earned the lowest engagement scores—in 2010 they engaged 30% of customers, 5 points lower than in 2009.
Despite challenges in the economy, some brands continue to move beyond mere customer satisfaction to win full Customer Engagement. The following brands earned the highest positions in this year’s MEC study:
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
The key takeaway from 2010 Most Engaged Customers report is that, more than ever, companies must have a robust Customer Engagement strategy in place. Those that do, this and previous MEC studies have found, enjoy higher profits, ROI, and share prices, among other financial indicators. (To learn why Customer Engagement scores are more useful than other customer satisfaction statistics, read our blog on the subject.) In future blog posts, we’ll go into detail on the positive business outcomes of increasing Customer Engagement. We’ll also present powerful methods companies can use to engage customers.
The industry-specific Most Engaged Customer reports are invaluable customer feedback management guides for any company. To purchase the 2010 Most Engaged Customers report for your industry, please contact frank.rowe@peoplemetrics.com or request more information at http://www.peoplemetrics.com/contact/.
Additional Resources:
Customer Engagement Levels Fail to Bounce Back after Recession (Business Wire)
Achieve Customer Engagement Through a Compelling Business Offer
Why the Ritz Carlton is #1: 6 Customer Engagement factors in their Credo
Tags: customer engagement, customer feedback management guides, customer satisfaction, customer satisfaction statistics