Customer engagement needs a multidisciplinary approach
August 5, 2019
RESEARCH REPORT
In brief
In brief
- Competing for consumers’ committed attention—and keeping them coming back for more—is becoming an increasingly tough challenge.
- In addition, understanding what customer engagement means for video business models and how it’s created, measured and monetized is complex.
- Overall, video businesses need to correlate user engagement and behavior on their products and services with the business value they’ll generate.
- In this paper, we explore an engagement measurement framework that links business objectives, value drivers and important KPIs.
Understanding what customer engagement really means for different video business models and, crucially, how it’s created, measured and monetized is far from straightforward. How much content an individual consumes is the main, high-level metric to assess engagement. But it only shows one component of what is, in fact, a multi-dimensional driver of value. Other, less obvious metrics, such as frequency of access, recency and the detail of user journey interactions, can also help build an overall picture of loyalty and churn propensity. Social media sentiment’s a useful guide, too.
Overall, video businesses need to correlate user engagement and behavior on their products and services with the business value they’ll generate.
It’s useful to think about engagement at 3 levels:
Service
Looking at, for example, customer acquisition journeys and how consumers are helped when they have a problem
Product
How often customers come to use the product, how easy they find it to use, how easily they can find the content they want
Content
How successfully individual pieces of content are being merchandised, how compelling customers find the content proposition
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A multidisciplinary approach
Engagement is a many-headed beast. It needs a team of multiple talents to tackle it. So how can businesses get started? One quick way is to put together a multidisciplinary “pod” and set them to work to investigate the actions needed to improve a clearly defined KPI.
That means assembling a superhero team with relevant skills: user experience, data and analytics, visualization, content and so on. They can experiment to find and pull the levers that can move a metric in the right direction. Underpinning all that is the need to have the user data in place that can easily segment representative control and test groups in order to carry out multivariate testing to get rapid insights into how leading indicators are moving.
Only connect
Every digital video business will have slightly different aims for engagement and ways to achieve it. But they all need to find new ways to identify what’s driving it for their business, and what they can do to improve it. The key to getting started? Stay focused. Identify one metric that matters. Test what works to improve it. Learn from that and test again. Repeat.
Above all, tackling engagement needs to take an iterative approach. That means constantly testing, learning and refining.
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