Forrester Research found that across a range of eight financial products, at one end, 59% of consumers researched their choice of credit cards online, while at the other end, 34% researched their life insurance decision online. Even at the low end, that’s a pretty healthy percentage of customers.
The Harvard Business Review recently interviewed psychologist John Gottman, the executive director of the Relationship Research Institute in Seattle. Although Gottman’s work focuses mostly on interpersonal relationship (in contrast to business-customer relationships), many of his comments are pertinent to marketers. According to Gottman:
In a recent post, Avinash claims that engagement is not a metric, and writes:
Engagement is not a metric that anyone understands and even when used it rarely drives the action/improvement on the website….It is nearly impossible to define engagement in a standard way that can be applied across the board.”
No? Join the club. According to 317 surveys released this week alone, anywhere from 97 to 98% of executives polled said their firms weren’t customer-centric (the other 2-3% didn’t understand the question).