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  • Kuba Płonka

Engage The Unengaged, Building Experiences in The Engagement Phase

In my previous article, I talked about how to build a memorable experience during onboarding, and today we will cover the next phase in the customer lifecycle. Today’s article will teach you where to start planning the engagement phase, how to build a memorable experience, and more.

Where to start

The engagement phase (or engagement phase) is crucial for any company. It’s when a customer decides whether to stay or leave based on their experience. The engagement phase can be huge for building long-term customer relationships when done well.

The first step should understand that creating or analyzing the existing customer path is a good idea when implementing CX projects where users might have problems and expectations. Creating or analyzing the current customer path is a good idea when implementing CX projects. But don’t just close with that! In the engagement phase, you should ask your users these questions. Conduct surveys, focus groups, or one-on-one interviews to learn about their needs and expectations.

The second important still need to learn accessibility. The engagement phase is when users are fresh from the introduction, they start doing something in your app, but there is still a lot they still need to learn. So this is a critical moment when you should remain accessible and respond quickly to customer needs. Please ensure you or your support team can help customers with questions or problems. It’s worth using the Omnichannel strategy (I wrote about recently) to provide multiple equal communication channels. Customers are more likely to continue working with you when they feel they are listened to and their problems are solved.

The last element is an effective onboarding program. I wrote about this a week ago, but I’ll make sure that onboarding is the foundation of your relationship with the customer if that’s okay with you, if that’s okay with you. None of the other phases will initially take a handful of what you build. Could you ensure you get to know your customer and use that knowledge as you move forward in the relationship?

A word about metrics

You’re probably already guessing, but to determine whether an engagement phase is successful, you must measure it with metrics. Well-chosen metrics will allow you to track progress and identify areas for improvement. Here are some metrics you can use to measure success during the engagement phase:

  • Time to First Value (TTFV): This metric measures customers’ time to achieve the desired results with your product or service. A shorter TTFV means customers are likelier to continue doing business with you.

  • Customer retention: This metric measures the number of customers who continue to use your product or service over time. A high retention rate indicates that customers are satisfied with the product or service and are more likely to recommend others.

  • Net Promoter Score (NPS): This metric measures how willing customers are to recommend your product or service to others. A higher NPS means customers are likelier to advocate for your brand.

  • Customer Satisfaction (CSAT): This metric measures customers’ satisfaction with your product or service. A higher CSAT indicates that customers are satisfied with their experience and are more likely to continue doing business with your company.

CX in the engagement phase

I have three suggestions that will work great for building positive and unique experiences in this phase.


Gamification uses gamified elements (e.g. points, rankings, rewards, etc.) to engage customers using their data. Gamification can effectively build customer engagement with your product or service by increasing the fun. If you’d like to read more on this, please look at one of my recent articles.


Personalization uses customer data to tailor a product or service to their needs and preferences. You can use data such as customer preferences, purchase history or demographics to personalize communications, offers or product recommendations. Personalization makes customers feel valued and understood and can increase customer engagement and loyalty.

Proactive communication

As I mentioned, communication in this phase is one of the components of success. However, in addition to being available for your needs, try communicating proactively with your customers. You can use proactive communication to inform customers about new features or updates, offer helpful tips or best practices, or ask for feedback on your product or service.

The Final Word

These are suggestions for how CX and CS teams can optimise the customer experience. You can start by understanding the customer and their needs, then consider how to surprise them positively. Even slight differences can make a colossal difference during a renewal or additional sale.


Here are some book suggestions and additional articles for those who want to dive deeper into the topic:

  • “The Effortless Experience: Conquering the New Battleground for Customer Loyalty” by Matthew Dixon, Nick Toman, and Rick DeLisi. The book provides insights and best practices for creating low-cost customer experiences that increase customer loyalty and retention. It covers evaluating customer effort, proactive engagement and personalised contact.

  • HubSpot article “10 Easy Ways to Deliver Personalised Customer Service” — The report highlights the importance of personalised customer service in the modern business landscape. It gives tips on how to implement customised support in your team.

What are your best practices in customer retention? What works best for you, and what has been a misfire? Did anything on my list interest you, and will you try to implement it in your processes? Let me know in the comments!


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