Customer Engagement

The Customer Side of the HumanSigma Equation

HumanSigma combines the power of two Gallup Consulting concepts: customer and employee engagement. Our HumanSigma approach provides leaders with the means to reduce the variance in performance across organizational units.

Our extensive research has identified the crucial emotional characteristics of an organization's best customers. These customers are not just "satisfied" or "loyal," they are emotionally attached to the organization's brands or services. They are engaged.

Organizations must understand, develop, and sustain customer engagement to achieve success. Our customer engagement programs enable organizations to identify and manage the key emotional dimensions of customer engagement.

Maximizing Customer Engagement With CE ¹¹

Through rigorous research, Gallup Consulting has identified 11 questions that measure customer engagement and powerfully link to financial performance. These questions -- the CE ¹¹ -- measure dimensions that executives, managers, and employees can influence.

We have developed CE ¹¹ measurement tools, development programs, and strategic advisory services that improve organizational performance. CE ¹¹ enables organizations to assess and improve customer engagement in all key areas.

In addition, we maintain a comprehensive database that contains intelligence from:

• 2.99 million customers
• 47,696 business units
• 197 organizations
• 16 industries
• 53 countries

Customer Engagement and CRM

Customer Relationship Management (CRM) systems and technologies are ineffective unless their underlying strategies will increase and improve customer engagement. Gallup Consulting's customer engagement programs provide the vital strategic framework a CRM technology initiative needs to be successful.

Developing Brand Strategies

The CE ¹¹ metric is also a superior tool for developing brand strategies and tactics that attract the most profitable customers. Used as the basis for brand management, segmentation, and positioning, CE ¹¹ supports brand managers in developing strategies that will appeal to the most profitable customer segments.

Effective consumer messages must:

• Differentiate: convey a brand promise that clearly sets the company's products or services apart from its competitors'. This promise must include an emotional component that customers understand.
• Excite and Activate: convey a compelling message that will overcome consumer inertia, perceived risk, and "switching cost" barriers
• Connect: establish or reinforce an emotional connection with target customers. This serves as the foundation for an enduring customer relationship.

Companies successfully acquire and retain customers when they communicate compelling and differentiating brand promises -- promises that the company can deliver at all customer touchpoints. Companies must align their activities and performance to turn transactions into enduring relationships. Companies that consistently reinforce a brand promise with performance -- or a customer's expectations with great experiences -- will develop enduring and profitable customer relationships.

Maximizing Organizational Performance

Gallup Consulting's CE ¹¹ programs are a powerful first step for organizations seeking better financial performance by improving customers' emotional engagement. Organizations can achieve even greater results when they address all points on The Gallup Path. We have developed integrated and comprehensive performance management solutions that support organizations in achieving crucial business goals.

In addition to customer engagement consulting, Gallup Consulting offers tools for:

Workplace and Leadership Practices

• devise and implement an effective organizational performance strategy
• provide executive performance coaching for senior leaders
• measure and improve employee engagement
• recruit and hire world-class performers
• teach all employees to identify, deploy, and develop their strengths
• create an objective and easy-to-use performance evaluation and development system
• develop an effective succession management system
• design a performance-based compensation system for all roles
• increase sales force effectiveness

Marketing and Customer Practices

• increase the overall impact of brand management programs
• improve marketing strategies through objective, research-based ideas and insights

Gallup Consulting has the resources and experience to support organizations that seek to improve their business performance by developing better leaders, more profitable customers, and more productive employees. Our successes demonstrate our effective consulting and performance improvement solutions.

Contact us to learn more about how we can help you or your organization achieve higher levels of performance.