Engagement Statistics

Enterprise Engagement

• The Engaged Company Stock Index (ECSI) outperformed the S&P by 29.9% over the last 4 years, or an average of 6.2% per year (based on McBassi’s Good Company Index). (ECSI)

Customer Engagement

• “Fully engaged” customers (those with a strong attachment to the brand, or brand ambassadors) deliver a 23% premium over the average customer in share of wallet, profitability and revenue (Gallup)
• Frequency of interaction builds loyalty and advocacy: 87% daily, 64% weekly, 49% monthly and 33% few times/year (Strativity)
• 8x more likely to “feel a connection with others who are the brand’s customers” (Rosetta )
• Companies that engage their customers well were 2.2 times more likely to have experienced an increase in market share in the past year. 86% of these companies also reported that they saw an increase in the previous year’s revenue. (Rosetta)
• 6x more likely to believe “this brand is worth more than I pay for it” (Rosetta )
• Primary driver of repeat business according to small business owners: established relationships with customer base (57%) & loyalty programs (10%) (Braun Research)
• Engaged consumers buy 90% more frequently, spend 60% more per transaction and are five times more likely to indicate it is the only brand they would purchase in the future. (Rosetta)
• Engaged customers spend 300% more over the course of a year. (Rosetta)
• Engaged customers are four times more likely to say they “appreciate when this brand reaches out to me” and seven times more likely to “always respond to this brand’s promotional offers.” (Rosetta)
• Engaged customers are six times more likely to say they would “try a new product or service from the brand as soon as it becomes available.” (Rosetta)
• More than 8 in 10 executives believe their companies lose sales each year because of failure to create engaged customers (EIU)
• Only 13% of business leaders acknowledge the important relationship between both brand and customer. These results suggest that most of today’s business leaders struggle to clearly define customer engagement, how to achieve it, or how to measure its value. (Rosetta)
• 66% of brands believe a loyalty program is for consumers to show loyalty to brands, but 73% of consumers believe a loyalty program is for brands to show loyalty. (Kitewheel)
• 1 in 10 executives estimates insufficient engagement accounts for 50 to 75 percent of lost sales (EIU)
• Executives believe more customer engagementwould translate into improved customer loyalty (80 percent), increased revenue (76 percent) and increased profits (75 percent). (EIU)
• 79 percent of executives surveyed say that engaged customers are very important because they recommend products and services to others; 64 percent say they are frequent purchasers; 61 percent say they provide frequent feedback on products and services; and 55 percent believe they are less price-sensitive. (EIU)
• Just 13 percent of executives believe their customers are very committed to their company’s products, while 44 percent believe their customers are only somewhat committed. (EIU)
• 49 percent of executives estimate that insufficient customer engagement accounts for up to 25 percent of lost sales each year, while 26 percent believe that it costs them between 25 percent and 50 percent. 11 percent place the contribution to lost sales somewhere between 50 percent and 75 percent. (EIU)
• Top-performing brands (i.e., brands where 15%+ of their customers are identi ed as highly engaged) showed an impressive average NPS score of 41%, as compared to others brands who scored an average of 14%.(Rosetta)
• Increased engagement on community sites can result in up to 25% increase in revenue (MSI).
• 94% of highly engaged consumers state they are loyal vs. only 19% of others. (Rosetta)
• Highly engaged consumers are: 5 x more likely to state, “this is the only brand I would choose”, 2x more likely to spend extra time and effort to be a customer, 2x more likely “to purchase their preferred brand even when a competitor had a better deal or lower price”, 4x more likely to advocate to colleagues and acquaintances, 2x more likely to upgrade or purchase additional services from the brand (Rosetta)
• It costs 80% less to retain a customer than to acquire a new one. (CIM)
• Increasing customer retention rate by 5% can increase profits by up to 95% over the long-term (HBS).
• Depending on the industry, reducing your customer defection rate by 5% can increase your profitability by 25 to 125% (Book)
• Advocate recommendations are the number one influencing factor in purchase decisions (Brand Advocates).
• 92% of consumers trust Word of Mouth / recommendations over advertising (Nielsen)
• 84% of consumers say they either completely or somewhat trust recommendations from family and friends about products – making these recommendations the information source ranked highest for trustworthiness. (Nielson)
• Typically only 4.7% of a brand’s fan base generate 100% of its word of mouth (EngageSciences)
• 86% of buyers will pay more for a better customer experience.(Forbes)
• Only 1% of customers feel that vendors consistently meet their expectations. (Forbes)
• Only 37% of brands received good or excellent customer experience index scores this year. 64% of brands got a rating of “OK,” “poor,” or “very poor” from their customers. (Forrester)
• 89% of consumers began doing business with a competitor following a poor customer experience. (RightNow)
• Only 26% of companies have a well-developed strategy in place for improving the customer experience. (Econsultancy)
• Even in a negative economy, customer experience is a high priority for consumers. 60 per cent say they often or always pay more for a better experience. (Harris Interactive)
• If B2B buyer has a high brand connection with your company they are 5 times more likely to consider buying from you, 13 times more likely to purchase and 30 times more likely to pay premium. (CEB)
• Authentic characteristics such as communicating honestly about products and services (91%) and environmental impact and sustainability measures (87%) are more important to global consumers than product utility (61%), brand appeal (60%) and popularity (39%). (Cohn & Wolfe)
• 63% of global consumers would buy from a company they consider to be authentic, over and above competitors. A further 59% would recommend an authentic organisation to family and friends; 47% would be happy to work for them; and 23% would invest in a brand they believe to display authentic qualities. Those in fast-growing economies are twice as likely to invest in authentic brands as respondents in slower-growing countries (31% vs 15%). (Cohn & Wolfe)

Employee Engagement

• A 1% increase in employee commitment can lead to a monthly increase of 9% in sales. (IES)
• Engaged organizations grew profits as much as three times faster than their competitors. They report that highly engaged organizations have the potential to reduce staff turnover by 87% and improve performance by 20%. (Corporate Leadership Council)
• If organizations increased investment in a range of good workplace practices which relate to engagement by just 10%, they would increase profits by $2,400 per employee per year. (IES)
• Companies with high levels of employee engagement improved 19.2% in operating income while companies with low levels of employee engagement declined 32.7% (Towers Watson)
• Increased employee engagement was accompanied by a 12% increase in customer satisfaction and significant double‐digit revenue and margin growth over the past three years. (Serco Study)
• Higher levels of engagement are strongly related to higher levels of innovation. 59% of engaged employees say that their job brings out their most creative ideas against only 3% of disengaged employees. (Gallup)
• 75% of leaders have no engagement plan or strategy even though 90% say engagement impacts on business success. (ACCOR)
• Only 1 in 5 Britons are actively engaged in their work (Gallup)
• 58% say opportunities to use skills and abilities in the workplace are very important, but only 34% are satisfied that they do (SHRM)
• Worldwide, only 13% of employees are engaged (Gallup)
• From 1998-2010, companies listed on Fortune’s ‘100 Best Companies to Work For’ returned three times the value to investors as the rest of the stock market. (Russell Investment Group)
• 72% of millennials would like to be their own boss. But if they do have to work for a boss, 79% of them would want that boss to serve more as a coach or mentor. (Forbes)
• 88% of millennials prefer a collaborative work-culture rather than a competitive one. (Forbes)
• 74% of millennials want flexible work schedules.(Forbes)
• 88% of millennials want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably.(Forbes)
• The “100 Best Companies to Work For in America” subsequently beat their peers by 2-3% per year over a 26- year period. (LBS)

Community Engagement

• Disconnected communities cost the UK £32bn  (Eden)
• 64% of millennials say it’s a priority for them to make the world a better place. (Forbes)
• Social connectedness correlates more strongly with wellbeing than social or economic characteristics such as long term illness, unemployment or being a single parent. (RSA)

Content Marketing and Thought Leadership

• 85% of marketers say establishing thought leadership is the main objective of content creation (Sprint)
• Customers see thought leadership as the most important driver of B2B brand value (CEB)
• Two thirds of the content in the ‘digital universe’ is created by consumers, not corporations (EngageSciences)
• Brands that use UGC have: 11% increase in web traffic, 10% reduction in bounce rates, 300% increase on dwell times on pages that have social content, 66% increase on click throughs on calls to action compared with other web pages (EngageSciences)

Events / Face to Face

• 77% of B2B marketers use in-person events as part of their content marketing strategies (Marketing Profs)
• 67% of B2B marketers view in-person events as highly effective, more effective than any other tactic (Content Marketing Institute)
• 87% of executives believe the tangible business benefits to in-person, face-to-face meetings that outweigh the cost savings of alternative, technology-based meeting methods such as webconferencing or videoconferencing. (Forbes)
• 87% of business professionals believe face-to-face meetings are essential for closing a deal (CT Business Travel)
• 47% say that have lost a client because they didn’t meet face to face enough. (CT Business Travel)
• 91% of executives believe face-to-face meetings are the best to affect persuasion, 87% for leadership, 85% for engagement and 71% for reaching a consensus. (Forbes)
• 85% of executives say face-to-face meetings build stronger, more meaningful business relationships (Forbes)
• 81% of meeting professionals say their CEOs have witnessed events/meetings yield tremendous value for companies. (MPI)
• 48% of event attendees say face-to-face interactions are more valuable today than two years ago (Centre for Exhibition Industry Research)
• 95% is the percentage of respondents to one survey who said face-to-face meetings are essential for long-term business relationships. (MPI)
• 40% is the proportion of business prospects who are converted to new customers as a direct result of face-to-face meetings…
• 75% of customers prefer or require face-to-face contact (Oxford Economics)
• Executives say face-to-face is key to : Long-term relationships (95%) , Negotiating major contracts (82%) , Interviewing key staff (81%), Listening to important customers (69%) (Oxford Economics)
• More than 50% of millennials do NOT prefer LinkedIn, Twitter or blogs for communication. (PCMA)
• Only 5-7% of what attendees learn in meetings/conferences is retained and acted upon after 2 days. (PCMA)
• 93% of millenials like education with entertainment (PCMA)
• 88% of millennials most highly value career networking as the driver to attend events (PCMA)
• 86% of millenials want structured meetings and conferences. (PCMA)
• 78% of millennials would choose to spend money on a desirable experience or event over buying something desirable, and 55% of millennials say they’re spending more on events and live experiences than ever before. (Harris)
• More than 8 in 10 millennials (82%) attended or participated in a variety of live experiences in the past year, ranging from parties, concerts, festivals, performing arts and races and themed sports—and more so than other older generations (70%) (Harris)
• Nearly 8 in 10 (77%) millennials say some of their best memories are from an event or live experience they attended or participated in. 69% believe attending live events and experiences make them more connected to other people, the community, and the world.(Harris)
• For communicating with colleagues, both generations (Millenial and Gen X) overwhelmingly chose face-to-face meetings as the top choice (80 percent and 78 percent). (Marshall School of Business)
• over 80 percent of both generations said that communicating through face-to-face meetings is critically important to maintaining relationships at work – the highest rating of all, and greater than phone, email, instant messaging, texting, social network sites and video chat. (Marshall School of Business)
• Tradeshows and events are the second most effective tactic in a marketer’s mix, after their company website. (Forrester)