Communication Matters: Engagement Stories

According to Stanford’s Professor Jennifer Aaker, “Stories are remembered up to 22 times more than facts alone.” This is not to say ignore facts -- rather, facts should support stories. Professor Aaker proposes that the story takes the listener on a persuasive journey.

 Customer engagement is the ongoing cultivation of a relationship between the company and consumer that goes far beyond the transaction. A story that is engaging is entertaining, fun, and interesting -- you want to see more. It is going beyond getting attention. This is why our LinkedIn articles draw the same audience time and again. For instance, clients wanted us to build a database so they could see their new product test results in comparison to other tests. To engage our clients we added real quotes to data. After we started doing this, clients always expected a narrative to accompany the numbers. We were delighted to do this at no extra charge.

 Why do companies focus more on customer retention as opposed to customer acquisition?  Research over the past few years continues to show that existing customers are worth more than newly acquired ones. According to Gartner Group, 80% of your company’s future revenue will come from just 20% of your existing customers. 

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