Research by Rosetta Consulting suggests it is worth putting the investment in. It found companies who follow customer engagement best practices are 2.2 times more likely to have increased market share in the past year.
One of the most striking results was that companies classed as ‘strong performers’ (those that scored in the top third of the sample in terms of following best practices for customer engagement) reported better business metrics than those that did not. More than 85% of strong performers in customer engagement saw an increase in the previous year’s revenue, while only half of others did.
Rosetta Consulting polled 87 marketers and senior executives across industries about their approach to customer engagement. Each company was assessed on a broad range of best practice areas, including culture, capabilities, data and insights, measurement, strategy and technology.