Study finds customer engagement hard to measure

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New York—Customer engagement is a top priority for CMOs, but many companies are struggling to implement strategies and measure customer engagement, according to a new study from Forbes Insights and George P. Johnson.

The study, “The New Rules of Engagement: CMOs Determine Their Marketing Mix,” was based on an online survey conducted in April of 314 senior marketing executives.

It found that 67% of marketers view customer engagement as very important, although 27% of marketers have no specific strategy for customer engagement and 34% feel their companies do a fair or poor job engaging their audiences.

Also, just 59% of companies now measure customer engagement. The key metrics used to measure customer engagement are retention (58%), sales (44%) and revenue per customer (35%).

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