Customer vs. community engagement: Know the difference

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-customer-collaboration tag-customer-marketing tag-article tag-customer-retention tag-customer-advocacy "> <section class="post-full-content Customer collaboration"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-06-18">18 June 2024</time> <span class="reading-time">6 min read</span> </section> <h1 class="post-full-title">Customer vs. community engagement: Know the difference</h1> <section class="post-full-meta"> <a href="/tag/customer-collaboration/">Customer collaboration</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/05/CMA_Framework_Tiles_community.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Not all forms of engagement are created equal. Understanding the distinctions between customer engagement and community engagement is crucial. While both concepts share common ground in fostering relationships, they serve distinct purposes and require tailored approaches. </p><p>In this article, we delve into:</p><ul><li><a href="https://www.customermarketingalliance.com/customer-vs-community-engagement-know-the-difference/#:~:text=concepts%20are%20used-,What%20is%20engagement%3F,-First%2C%20let%E2%80%99s%20begin">What engagement is as a marketing concept</a></li><li><a href="https://www.customermarketingalliance.com/customer-vs-community-engagement-know-the-difference/#the-importance-of-customer-engagement:~:text=information%20and%20inspiration.-,The%20importance%20of%20customer%20engagement,-The%20importance%20of">The importance of customer and community engagement </a></li><li><a href="https://www.customermarketingalliance.com/customer-vs-community-engagement-know-the-difference/#understanding-the-differences-between-community-and-customer-engagement:~:text=trust%20and%20belonging-,Understanding%20the%20differences%20between%20community%20and%20customer%20engagement,-Customer%20engagement%20and">What the differences are between how these concepts are used</a></li></ul>  <iframe width="560" height="315" src="https://www.youtube.com/embed/womGzgCWiKc?si=w3rkZXuUDAmgWnIf" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>  <h2 id="what-is-engagement">What is engagement?</h2><p>First, let’s begin by establishing a definition of engagement as a concept within marketing. Engagement in marketing refers to:</p><div class="kg-card kg-callout-card kg-callout-card-blue"><div class="kg-callout-text">“The process of creating a meaningful and interactive relationship between a brand and its target audience. It is a measure of the level of involvement and interaction that consumers have with a brand or it's content.”</div></div><p></p><p>Engagement is typically measured through various metrics such as social media engagement, click-through rates, sentiment metrics like CSAT scores, conversion rates, and overall reach. These metrics are used to gauge the effectiveness of marketing efforts and produce best practices to support brand integrity and image.</p><p>Engagement can take many forms, including social media interactions, email marketing, content marketing, and interactions within communities. Effective engagement strategies are tailored to the specific needs and preferences of the target audience, and they typically involve creating compelling content that resonates with consumers and encourages them to take action.</p><p>Ultimately, engagement is a key factor in building brand loyalty and increasing customer retention. By creating meaningful connections with your customers, your brand can foster a sense of community and establish itself as a trusted source of information and inspiration.</p><h2 id="the-importance-of-customer-engagement">The importance of customer engagement</h2><p>The importance of customer engagement is easily expressed by the fact that a huge component of marketing is engagement, whether that’s engaging with your whole customer base, a specific segment, or an individual customer.</p><p>The act of customer engagement supports many of the goals including, but not limited to:</p><h3 id="increasing-customer-retention">Increasing Customer Retention</h3><p>Engaging customers regularly helps to build stronger relationships, which in turn increases the likelihood of customers returning to your brand. </p><p>By creating positive experiences and interactions, brands can encourage customers to stay loyal and continue to do business with them. For example, sending personalized emails and offers to customers based on their purchase history can make them feel valued by you, leading to increased retention rates.</p><h3 id="driving-customer-advocacy">Driving Customer Advocacy</h3><p>Engaged customers are more likely to recommend your brand to others, which can organically lead to an increase in brand awareness and growth. </p><p>Encouraging customers to leave reviews, share their experiences on social media, and participate in referral programs can help to boost advocacy and expand your brand’s customer base.</p><h3 id="enhancing-customer-experience">Enhancing Customer Experience</h3><p>Using the various channels at your disposal, such as email, social media, and in-store experiences, you can gain valuable insights into customer preferences and behaviors. This can help tailor what you offer and market to each customer segment. </p><p>By doing so, you better meet customer needs and expectations, ultimately leading to a better overall customer experience.</p><h3 id="boosting-customer-lifetime-value">Boosting Customer Lifetime Value</h3><p>Engaged customers tend to make more repeat purchases and spend more money over time, leading to higher Customer Lifetime Value (CLTV). By keeping customers engaged you can drive long-term revenue growth.</p><blockquote>“Building and nurturing customer relationships is a fundamental pillar of customer marketing and advocacy. I truly believe I should be my customers’ biggest advocate, and I show that through action.</blockquote><blockquote>“When I first reach out to a customer, I do not initially ask them to participate in any marketing activity. Instead, I offer them a space to get to know each other, share their experiences, and make myself available as an extra resource. I then take the time to personalize their journey by delivering value-based connections aligned with their objectives.</blockquote><blockquote>“By putting customers’ interests and goals at the forefront of the opportunities I offer, I am able to build strong customer relationships for long-term engagement, and ultimately, long-term customer marketing." - <strong>Valeria Gomez, Manager, Customer Programs at Airtable</strong></blockquote><p></p><figure class="kg-card kg-image-card"><img src="https://www.customermarketingalliance.com/content/images/2024/06/Silvia-Cosma-member-quote--1-.jpg" class="kg-image" alt="Quote from Valeria Gomez about the importance of nurturing customer relationships" loading="lazy" width="1200" height="630" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2024/06/Silvia-Cosma-member-quote--1-.jpg 600w, https://www.customermarketingalliance.com/content/images/size/w1000/2024/06/Silvia-Cosma-member-quote--1-.jpg 1000w, https://www.customermarketingalliance.com/content/images/2024/06/Silvia-Cosma-member-quote--1-.jpg 1200w" sizes="(min-width: 720px) 720px"></figure><p></p><h2 id="why-is-community-engagement-important">Why is community engagement important?</h2><p>Community engagement is important in community marketing for several reasons. Mainly, because without it, you’ll have a community that’s just sitting there not doing anything. It takes members who are engaging with what you are doing to make the whole act worthwhile.</p><p>Our sister community, Community-Led Alliance, defines community-led growth (CLG) as:</p><div class="kg-card kg-callout-card kg-callout-card-blue"><div class="kg-callout-text"> 'A strategy that uses an engaged, supportive community to acquire and retain customers - while expanding the reach of a business.’</div></div><p></p><p>So, essentially you can’t have a community-led strategy without engagement.</p><h3 id="empowers-members">Empowers members</h3><p>Engaging with the community empowers individuals by giving them a voice in decision-making processes and an opportunity to influence the direction of their community.</p><h3 id="promotes-social-inclusion">Promotes social inclusion</h3><p>It helps create an inclusive environment that values the contributions of all members, regardless of their backgrounds, experience, or status.</p><h3 id="builds-a-sense-of-belonging">Builds a sense of belonging</h3><p>Community engagement helps to foster relationships and connections among individuals and their communities, leading to a sense of belonging. This strengthens the overall social fabric within a community and encourages people to continue engaging.</p><h3 id="facilitates-problem-solving">Facilitates problem-solving</h3><p>By involving community members in identifying and addressing issues, solutions are more likely to be effective, sustainable, and tailored to the specific needs of the community.</p><h3 id="builds-trust">Builds trust</h3><p>Regular and transparent communication between community members and organizations fosters trust, which is crucial for the successful implementation of new projects and initiatives, as well as getting honest and actionable feedback.</p><h3 id="resource-sharing-and-collaboration">Resource sharing and collaboration</h3><p>Engagement facilitates the sharing of resources, knowledge, and skills among community members and organizations, leading to more efficient and effective outcomes.</p><p>In summary, community engagement is essential for creating strong, inclusive, and resilient communities where individuals and organizations work together to address shared challenges and Opportunities.</p>    <div class="two-column-container"> <div class="two-column-inner-container"> <div class="custom-column">  <ul> <li><b/>Customer engagement</b></li> <li> - Increases customer retention</li> <li> - Drives customer advocacy</li> <li> - Enhances customer experience</li> <li> - Boosts customer lifetime value</li> </ul> </div>  <div class="custom-column"> <ul> <li><b/>Community engagement</b></li> <li> - Empowers members</li> <li> - Promotes social inclusion</li> <li> - Facilitates problem-solving</li> <li> - Promotes resource sharing and collaboration</li> <li> - Builds trust and belonging</li> </ul> </div> </div> </div>  <h2 id="understanding-the-differences-between-community-and-customer-engagement">Understanding the differences between community and customer engagement</h2><p>Customer engagement and community engagement, although related, have distinct differences in their focus, objectives, and strategies. Here’s a comparison of the two concepts, broken down into focus, objectives, and commonly used strategies:</p><h3 id="customer-engagement">Customer engagement</h3><h4 id="focus">Focus</h4><p>Customer engagement primarily revolves around the relationship between a business or organization and its customers or users. It aims to foster long-term relationships and loyalty by creating meaningful interactions with customers.</p><h4 id="objectives">Objectives</h4><p>The main objectives of customer engagement are to enhance customer satisfaction, increase customer retention, and drive revenue growth. It involves understanding customers’ needs, preferences, and behavior to deliver personalized experiences and improve products or services.</p><h4 id="strategies">Strategies</h4><p>Customer engagement strategies include offering excellent customer service, providing personalized content or offers, creating user-friendly interfaces, and gathering feedback through surveys or reviews. Social media platforms, email marketing, and loyalty programs are often used to facilitate these strategies.</p><h3 id="community-engagement">Community Engagement</h3><h4 id="focus-1">Focus</h4><p>Community engagement focuses on the relationships and interactions among individuals within a community, which can include businesses, organizations, and residents. It seeks to create a sense of belonging and shared purpose, empowering community members to participate in decision-making processes and work together to address common challenges.</p><h4 id="objectives-1">Objectives</h4><p>The main objectives of community engagement are to increase reach and awareness, share knowledge, create brand advocates, and facilitate problem-solving. It aims to create strong, resilient communities that can address shared challenges and opportunities.</p><h4 id="strategies-1">Strategies</h4><p>Community engagement strategies involve organizing events, providing resources or platforms for collaboration, and fostering communication and transparency. This can include webinars, workshops, online forums, and social media groups where members can share ideas, knowledge, and experiences.</p><h2 id="tldr">TL;DR</h2><p>In summary, customer engagement focuses on the interactions between businesses and their customers, with the goal of driving customer satisfaction, loyalty, and revenue. </p><p>Community engagement, on the other hand, emphasizes the relationships and connections within a community, seeking to foster collaboration, inclusivity, and resilience - this, ultimately, is beneficial for the organization or team behind the community in sharing knowledge and spreading awareness of a particular shared interest.</p><p>While both strategies share some common elements - and customer marketers may be the teams behind these types of communities - each strategy's focus, objectives, and goals are distinct, and understanding those differences is key to executing each strategy well.</p><p><strong>Want to learn more? We've got a completely free playbook breaking down these two topics in depth. Get your free copy below. 👇 </strong></p>  <script charset="utf-8" type="text/javascript" src="//js-eu1.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ region: "eu1", portalId: "139496063", formId: "2cc4eb1a-5ee3-4b86-8f34-3a84a433613c" }); </script>  <p></p><p></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? 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She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/customer-collaboration/">Customer collaboration</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/what-is-customer-relationship-marketing/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/crm.jpg" alt="What is customer relationship marketing?" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/what-is-customer-relationship-marketing/"> <header class="post-card-header"> <h2 class="post-card-title">What is customer relationship marketing?</h2> </header> <section class="post-card-excerpt"> <p>Customer relationship marketing is a marketing strategy that companies use to center their business and product marketing efforts around customer relationships, customer needs, and customer loyalty. 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Finding those customers who genuinely love your product or service can come from various sources. 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// Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=945d8828d2" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=945d8828d2" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=945d8828d2"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); 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