What if you could divide your customers into four categories based on their engagement? Maybe the four categories would be fully engaged, engaged, not engaged, and actively disengaged. And what if you could learn some keys to producing a greater sense of engagement, possibly even help a growing number of engaged customers move up to fully engaged? Think it would be worth the effort?
What if you learned that "customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth than the average customer (Human Sigma, p. 95)?" Think it would be worth the effort?
Debugging the Concept
Before we go any further, let’s take a moment to debug the concept. First, we might need to go back and talk again about the concept of "customer." Don’t be so quick to retort that you don’t have customers. That you’d never think of your members (constituents) as customers. Get real. They’re the same thing! No matter what business you are in, you have a product that is theoretically designed for an end user. And that end user, no matter what you call them…is a customer.
Second, it doesn’t matter if you’d automatically say that your organization isn’t about things like "share of wallet" or "profitability." Truth is, whether you admit it or not your organization is about those things. You may not think of it in those terms, but down deep those concepts still matter. Take "share of wallet" for instance. You might think that’s a purely business oriented concept. But isn’t it really an indication of priority? After all, "wallet" is a pretty good indication of "attention span."
Back to the Idea:
Now that we’ve gotten real about whether what we have are customers and what we want is an increased share of wallet…wouldn’t it be a good thing to figure out how to increase the number of fully engaged customers? Isn’t it at the heart of what we need to be doing to try and help the engaged group become fully engaged? Yes!
But the question has to be, "How can we do it?" You’ll have to stay tuned. We’ll be working on this for a while. It’s too important. Way too important. And the cool thing is, this is where Human Sigma is going. Pick up a copy and tag along. You can get a copy right here.
Side Note: It’s interesting to me is that this is actually one of the possible explanations for the findings in Willow Creek’s Reveal study. Couldn’t full engagement be represented that way? Just a thought.