Customer engagement is the process of actively building, nurturing, and managing relationships with customers. Customer engagement can unlock exponential growth for your company. Learn more about how it's done.

1. 1
WHAT (EXACTLY) IS
CUSTOMER
ENGAGEMENT?

2. 2
THE PROCESS OF ACTIVELY
BUILDING, NURTURING, & MANAGING
RELATIONSHIPS WITH CUSTOMERS.
WHAT (EXACTLY) IS CUSTOMER ENGAGEMENT?

3. 3
CUSTOMER
ACQUISITION
METRICS
MARKETING METRICS: THE DEFINITIVE GUIDE TO MEASURING MARKETING PERFORMANCE (2ND EDITION)
IT IS 50% EASIER TO SELL TO AN EXISTING CUSTOMER THAN A NEW ONE.
CUSTOMER
ENGAGEMENT
METRICS
App Installs, CPI, CPA, CPM, CVR, CAC
POTENTIAL CUSTOMERS
MAU, DAU, Stickiness, Retention Rate,
ARPU, LTV, NPS
EXISTING CUSTOMERS

4. 4
WHY IS CUSTOMER
ENGAGEMENT
IMPORTANT?
1. Customer acquisition costs are getting expensive
(the effective cost per engaged user is $71!)
2. Engagement boosts retention
3. Only a small portion of your customers will
contribute to most of your revenue
4. Most of your acquired customers won’t stick around 😢

5. 5
RETAINING NEW APP
USERS ISN’T EASY, WITH
MORE THAN 75%
OF USERS FAILING TO
RETURN THE DAY AFTER
FIRST USE, ON AVERAGE
IF YOU’RE AN APP DEV
SOURCE: APPBOY, 2016 MOBILE APP RETENTION REPORT

6. 6
WHERE THE CUSTOMER
RELATIONSHIP STARTS
Relationships with customers usually start at the
moment of an app install, signup, first purchase,
or site visit.
We're all smiles
From: Sharon at Best Smile
To: Matt Molar
Dear Matt,
We're so glad you joined Best Smile! Our mission is to make
dental appointments as easy and painless as possible by
assisting with your appointments, discounted dental goodies
and great tips on keeping your smile bright for life.
If you're ready to book an appointment, head to the front
desk.
Here's smiling at you!
Sharon
Best Smile Support Lead
BEST SMILE

7. 7
THE CUSTOMER JOURNEY ISN’T LINEAR, MAKING CUSTOMER ENGAGEMENT MORE COMPLEX.
DISCOVERY
CONVERSION
ENGAGEMENT
ADVOCACY

8. 8
3-STEP PROCESS
FOR BUILDING
YOUR CUSTOMER
ENGAGEMENT
STRATEGY
1. Understand your customers better with CRM data
2. Use segmentation to break away from old one-size-
fits all marketing approaches
3. Engage customers in the right place with
multichannel messaging

9. 9
1. UNDERSTAND YOUR
CUSTOMERS BETTER WITH
CRM DATA
The foundation of your customer engagement strategy is
your customer and their behavior, demographics, and
interests. The best way to understand their interests and
how they engage with your app or site is to use a marketing
CRM to manage intricate customer details.

10. 1 0
2. USE SEGMENTATION TO
BREAK AWAY FROM OLD
ONE-SIZE-FITS-ALL
MARKETING APPROACHES
Modern customer engagement strategies account for
customer diversity and use segmentation to make
campaigns hyper-targeted and relevant. A good
starting point is to create five to ten segments based
on behaviors and interests that you deem to be
important for using your app or site.

11. 1 1
3. GO MULTICHANNEL
Developing a one-channel-only strategy makes your
approach one dimensional and too reliant on one
channel to do your heavy lifting. With a multichannel
approach, you’re able to give your messaging
multiple opportunities to succeed and multiple ways
to make the case for your brand.
PUSH EMAIL
IN-APP/BROWSER
NOTIFICATIONS
NEWS FEED

12. 1 2
KEY TAKEAWAYS
• Customer engagement helps you build, nurture, and manage
customer relationships
• Customer engagement focuses on existing customers (only 20%
of them will impact 80% of your revenue)
• Customer engagement boosts retention and loyalty
• A customer relationship usually starts at an install, first purchase,
signup, or site visit
• Customer journeys aren’t linear, making engagement complex
• Understand your customers using CRM data
• Segment to increase relevancy and effectiveness of campaigns
• Engage with customers in multiple channels for maximum impact

13. TRY APPBOY
THE LEADING
CUSTOMER
RELATIONSHIP SUITE
BUILT FOR MARKETERS