Why Customer Engagement Matters So Much Now
Susan Sorenson and Amy Adkins
Gallup Business Journal | July 22, 2014
Gallup’s daily tracking of the U.S. economy points to significant, albeit slow, progress in the years since the financial crash of 2008 and the ensuing Great Recession. Consumers today have more confidence in the economy than they’ve had in the past six years, and they’re also more relaxed with their money, inching closer to pre-recession spending levels. Yet they remain cautious, carrying with them many of the hard-learned lessons from the recession as they decide how to spend — or not spend — their paychecks.
When American consumers do spend, they’re vigilant in making sure they get the best value for their hard-earned money. They research, compare, seek out recommendations, ask questions, and carefully consider their options. Buying just about anything, whether it’s a $20 shirt or a $20,000 car, is more of an emotional act for customers than ever before. They expect businesses to earn their money; they won’t just hand it over.