‘Customer Engagement’ Is Overrated—Here's What Really Builds Loyalty
Everything you thought you knew about customer loyalty is about to be challenged—are you ready?
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The Problem: Misunderstanding What Customers Actually Want
Do your customers really care about being 'engaged'?
Do they wake up hoping to build deeper emotional connections with your brand?
Spoiler alert: They don't.
What customers really want—what they're practically screaming for—is a straightforward, frictionless solution to their problems.
The Engagement Illusion
Somewhere along the line, brands got wrapped up in this idea that every interaction had to feel like the start of a beautiful friendship.
But your customers aren't dating your brand.
They're just trying to pay their bills, track a lost order, or fix that weird error message popping up at checkout.
The Myth of the Relationship
Remember when you called customer service about your spotty internet?
Did you care if the agent asked how your day was going or chatted you up about weekend plans?
Nope.
You wanted your Wi-Fi back ASAP.
Brands confuse friendliness with effectiveness.
Sure, a warm greeting can ease frustration temporarily, but if the core issue remains unresolved, you've only painted lipstick on an unhappy pig.
What Research Tells Us
Customers don't need you to be their buddy.
They need reliability, consistency, and speed.
According to a PWC study, over 70% of customers prioritize efficiency and ease of resolution over feeling 'connected' to a brand.
Let that sink in: seven out of ten customers would trade your friendly banter for faster results in a heartbeat.
Engagement without solving the problem isn't just useless—it's annoying.
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The Solution: Focus on Being Indispensable, Not Lovable
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