Comment mesurer l'engagement des clients : Un guide étape par étape pour 2025

Dans le domaine extrêmement concurrentiel de la vente au détail, où d'innombrables entreprises se disputent les mêmes clients, il existe un outil puissant qui permet à une entreprise de se démarquer sans effort : l'engagement des clients.

When harnessed effectively, customer engagement strategies can bolster customer loyalty, drive sales, and enhance your brand's reputation. A Grandview Research Report underscores the significance of customer experience by revealing the industry's staggering multi-billion dollar valuation.

Malgré l'abondance des indicateurs disponibles pour enregistrer et analyser les données et les expériences des clients dans le paysage actuel des achats numériques et des médias sociaux, parvenir à une compréhension précise de l'engagement des clients n'est pas une mince affaire.

This article seeks to explore the central metrics of customer engagement and provide you with strategies to capitalize on them efficiently.

3 Benefits of measuring customer engagement

Customer engagement metrics offer more than just numbers. They reveal how well your brand connects with its audience and highlight where meaningful improvements can be made.

By grounding engagement strategies in data, businesses can elevate the customer experience and reduce churn risk. Here are three major advantages of tracking these metrics:

1. Aligning goals with customer needs

Understanding customer engagement reveals what truly drives value. These insights help teams align goals with real expectations, not assumptions. Consistent tracking lets you gauge relationship health and improve touchpoints, ensuring products and messaging meet actual customer needs.

2. Enhancing personalization and customer segmentation

Engagement metrics offer rich behavioral data by showing which features users love, what content they respond to, and how they move through your customer journey. These insights are essential for creating segmented, personalized experiences.

3. Boosting employee engagement and performance

Customer engagement begins with engaged employees. Motivated teams deliver better service and stronger outcomes. Regular feedback helps foster a culture where employees feel valued, boosting customer satisfaction and loyalty.

How to successfully measure customer engagement

Measuring customer engagement isn't just about tracking clicks or likes — it's about understanding how customers interact with your brand at every touchpoint, and using that insight to build stronger, longer-lasting relationships.

Start by setting clear customer engagement goals
Each business has unique objectives for how it defines and measures customer engagement. Within the same company, teams may focus on different metrics. For instance, customer support might prioritize improving Net Promoter Score (NPS), while the product team may concentrate on growing the number of active users.

To unify efforts across departments, it's important to establish one primary goal — a “North Star” metric that reflects customer value. This goal should guide all team-level objectives and help answer a key question: what is the bigger outcome we’re all working toward?

Qualitative feedback

La compréhension et l'amélioration de l'engagement des clients ne se limitent pas aux mesures quantitatives ; elles incluent un élément souvent négligé de l'opinion des clients : le retour d'information qualitatif.

Bien que les données quantitatives soient pratiques, elles représentent souvent une moyenne des réponses extrêmes des clients et peuvent ne pas refléter entièrement la réalité. En outre, les résultats sont numériques et n'expliquent pas le "pourquoi" d'une note donnée, ce qui ne permet pas aux entreprises de savoir ce qu'il faut changer ou améliorer.

Pour obtenir une compréhension réelle et équitable de l'engagement des clients, il est essentiel de combiner des mesures quantitatives avec un retour d'information qualitatif.

Comment recueillir et utiliser un retour d'information qualitatif ?

Une méthode efficace pour recueillir un retour d'information qualitatif consiste à mettre en place des canaux clairs, transparents et gratifiants permettant aux clients de faire part de leur point de vue.

Vous pouvez y parvenir en ajoutant une section dédiée aux commentaires sur votre site web ou en incluant un lien vers les commentaires dans les courriels ou les textes envoyés à vos acheteurs après l'achat. Il est tout aussi important d'encourager activement vos clients à donner leur avis chaque fois que cela est possible ou nécessaire.

Il convient de noter que même après avoir mis en place des canaux de communication appropriés, le travail d'une marque est loin d'être terminé. Motiver les clients à participer activement et à partager leurs opinions est une étape cruciale.

Les entreprises peuvent y parvenir en offrant des incitations, telles que des remises en espèces, des bons d'achat ou d'autres récompenses pour chaque avis posté avec succès. Les entreprises peuvent également faire appel à du personnel ou à des outils numériques pour mener des enquêtes orales ou écrites, afin d'améliorer la précision des informations qualitatives.

It's important to understand that the return on investment of this process is substantial. Therefore, brands should leave no stone unturned in their quest to collect qualitative data accurately.

Don’t rely on numbers alone — gather qualitative insights
Quantitative data like retention rates, activation metrics, or usage patterns provide an overview of what’s happening. But they don’t always reveal the reasons behind customer behavior.

That’s where qualitative data plays a critical role. Insights from customer interviews, support tickets, surveys, or user testing can help uncover customer motivations, frustrations, and expectations. As Peter Reinhardt, co-founder of Segment, once said, “Twenty hours of interviews could have saved us over a year of building features no one needed.” Listening to your customers early and often can prevent wasted resources and improve product-market fit.

Mise en œuvre d'une approche multi-métrique

Once you have an inflow of data from both qualitative and quantitative metrics, you can start analyzing and interpreting it to get useful insights. The key to obtaining accurate results here to is to combine both quantitative and qualitative factors effectively while calculating the customer engagement score.

Un moyen efficace de combiner harmonieusement ces deux mesures différentes consiste à utiliser vos données qualitatives pour compléter les données quantitatives. Si vous remarquez qu'un domaine d'activité spécifique présente un score quantitatif inquiétant, approfondissez les commentaires qualitatifs qui s'y rapportent.

Ces commentaires révèlent souvent le "pourquoi" des mauvais résultats, ce qui vous permet d'élaborer une stratégie et de vous améliorer.

Une chose importante à garder à l'esprit lors de l'évaluation du succès des clients est de toujours rester à l'affût des tendances dynamiques et des préférences du marché. Les mesures du succès des clients peuvent perdre de leur pertinence au fil du temps, à mesure que les tendances évoluent. Il est impératif de rester à jour pour éviter de prendre des décisions basées sur des données obsolètes ou non pertinentes.

Put the right tracking systems in place
Customer engagement spans a wide range of touchpoints — from app interactions and support chats to emails, purchases, and social media comments. With most customers using multiple devices and more than 10 different channels to interact with a business, getting a clear picture of their journey can be complex.

To accurately measure engagement, businesses need systems that unify these data points into a single, comprehensive view of the customer. Without this, important insights can fall through the cracks. Having the right tools in place to connect engagement data across channels is essential to creating personalized experiences and improving retention.

Indicateurs clés pour mesurer l'engagement des clients

L'exploitation du potentiel des indicateurs d'engagement des clients peut changer la donne pour votre marque.

Ces indicateurs peuvent fournir des informations précieuses sur les modèles d'engagement de vos clients sur les différentes plateformes, ce qui peut être utile pour comprendre les lacunes de vos tactiques de service à la clientèle et vous donner un aperçu de la manière dont vous pouvez les améliorer.

Une marque qui utilise efficacement la puissance des mesures de l'engagement des clients peut bénéficier d'un flux de clients plus important et d'une plus grande rétention assez facilement. Examinons quelques-uns des indicateurs les plus couramment utilisés pour mesurer l'engagement des clients :

1. Conversion rate

The conversion rate indicates the percentage of visitors who complete a desired action aligned with your campaign objectives. Examples of such actions include:

• Downloading resources like eBooks or whitepapers.
• Subscribing to email newsletters.
• Registering for product trials.
• Clicking on digital advertisements.
• Visiting specific pages, such as pricing or product details.

To calculate the conversion rate, divide the number of conversions by the total number of visitors (or sessions) and multiply by 100. For instance, if 50 out of 1,000 visitors subscribe to your newsletter, the conversion rate is 5%.

This metric is vital for assessing the effectiveness of your campaigns in prompting user actions.

2. Pages per session

This metric measures the average number of pages a user views during a single visit to your website. A higher number suggests that visitors find your content engaging and explore more of your site.

If you notice a low pages-per-session rate, consider evaluating:

• Internal linking: Ensure that links guide users to relevant and related content.
• Site structure: A clear and intuitive navigation system helps users find information easily.
• Content quality: High-quality, relevant content encourages users to delve deeper into your site.

Tools like Google Analytics can help track this metric effectively.

3. Net promoter score (NPS)

NPS gauges customer loyalty by asking how likely customers are to recommend your brand to others, typically on a scale from 0 to 10.

To gain deeper insights, supplement the score with open-ended questions such as:

• "What aspects of our service stood out to you?"
• "How can we enhance your experience?"

Combining quantitative scores with qualitative feedback provides a comprehensive view of customer sentiment.

4. Average session duration

This metric reflects the average time users spend on your website during a single session. Longer durations often indicate that visitors find your content valuable and engaging.

Analyzing session duration can help identify which pages or topics resonate most with your audience, guiding future content strategies.

5. Customer satisfaction rating by channel

Assessing customer satisfaction across different communication channels helps determine which platforms effectively meet customer needs.

Implement surveys asking customers to rate their experience on a scale (e.g., 1 to 5) and include open-ended questions to gather detailed feedback. This approach identifies strengths and areas for improvement across various channels.

6. Ticket volume by support channel

Monitoring the number of support requests per channel reveals customer preferences and potential bottlenecks.

For example, a high volume of inquiries via live chat might indicate its popularity, while a surge in email tickets could suggest issues requiring detailed explanations.

Understanding these patterns aids in resource allocation and enhances customer support efficiency.

7. Social media listening metrics

Tracking mentions, comments, and reviews on social media platforms provides real-time insights into public perception.

Key considerations include:

• Identifying common praise or complaints
• Responding promptly to customer feedback
• Monitoring the impact of marketing campaigns

Utilizing social listening tools can streamline this process and help maintain a positive brand image.

8. Customer lifetime value (CLV)

CLV estimates the total revenue a business can expect from a single customer account throughout the business relationship.

By understanding CLV, companies can tailor marketing efforts, improve customer retention strategies, and allocate resources more effectively to maximize profitability.

9. Customer retention rate

This metric measures the percentage of customers a company retains over a specific period.

A high retention rate indicates customer satisfaction and loyalty, while a low rate may signal issues that need addressing.

Regularly monitoring this metric helps businesses implement strategies to improve customer loyalty and reduce churn.

10. Churn rate

Churn rate represents the percentage of customers who stop using a company's products or services during a given timeframe.

Analyzing churn helps identify patterns or issues leading to customer attrition, enabling businesses to develop targeted retention strategies and improve overall customer satisfaction.

11. Customer reviews

Customer reviews are a powerful qualitative metric that offer deep insight into the real experiences people have with your product or service. While numbers can show what’s happening, reviews explain why. They reveal how customers perceive your offerings and highlight what’s working — or not — in your overall experience.

Beyond internal insights, positive reviews also carry strong external value. They can significantly influence new buyers, with 79% of consumers saying they trust online reviews as much as personal recommendations. In other words, what customers say publicly can shape both your strategy and your reputation.

Key metrics for measuring offline customer engagement

Measuring offline customer engagement involves tracking behaviors, interactions, and feedback that occur in physical or face-to-face environments. Here are effective ways to do it:

1. In-store foot traffic

Track how many customers enter your physical space using tools like infrared sensors, smart cameras, or footfall counters. This helps identify peak hours, high-traffic zones, and the effectiveness of window displays or marketing campaigns.

2. Purchase patterns

Use your POS (point-of-sale) system to analyze customer buying behavior—such as frequency of visits, average spend, and product preferences. This helps you understand which offerings drive repeat business and which customer segments are most valuable.

3. Customer feedback

Collect feedback through comment cards, in-person surveys, or QR codes that link to digital forms. Feedback gives insight into satisfaction, pain points, and service quality, helping you make timely improvements.

4. Loyalty program participation

Monitor how customers interact with your loyalty program—track sign-ups, point accumulation, reward redemption, and tier progression. High engagement here indicates strong emotional and transactional loyalty.

5. Event attendance

Measure engagement through the turnout at in-store events, workshops, or product launches. Track registrations, attendance rates, and post-event behavior such as purchases or newsletter sign-ups.

6. Staff interaction logs

Train staff to record meaningful customer interactions, such as consultations, product demos, or service resolutions. This data helps assess service quality and identify opportunities for improvement or follow-up.

7. Product engagement

Observe how customers interact with physical products—do they linger at displays, test samples, or ask questions? These behaviors reveal interest levels and help refine product placement or merchandising.

8. Referral behavior

Track customer referrals using manual inputs or referral codes. Word-of-mouth is a strong indicator of satisfaction, and a rise in referrals often signals high engagement and brand trust.

Outils et technologies pour mesurer l'engagement

Dans le monde hautement numérisé d'aujourd'hui, aucun processus de collecte de données n'est complet sans l'utilisation efficace d'une technologie appropriée. Heureusement, plusieurs options pratiques sont à votre disposition pour la collecte de données. Voici quelques-unes des plateformes les plus utilisées :

1. Customer Relationship Management (CRM) systems

CRMs such as HubSpot and Salesforce, offer reliability in tracking customer engagement. These systems provide invaluable insights into customer interactions and help streamline communication.

2. Google Console and Google Analytics

These tools help in maintaining accurate records. They offer a wealth of information, allowing you to monitor website engagement, track user behavior, and gain deep insights into online customer interactions. Because of its ample benefits, the web analytics and content management market is thriving and expected to grow at a significant rate of 16.4 percent from 2024-2030.

3. Surveys and feedback

Pour recueillir des enquêtes et des commentaires, les entreprises peuvent opter pour des enquêtes en ligne, des méthodes traditionnelles en magasin, ou les deux. Les enquêtes numériques sont pratiques et permettent de toucher un large public, tandis que les méthodes en magasin permettent d'obtenir un retour d'information immédiat grâce aux interactions en personne.

En tirant parti de ces outils et plateformes technologiques, les entreprises peuvent collecter et analyser efficacement les données pour mesurer l'engagement des clients, en veillant à ce que leurs stratégies restent efficaces et à jour dans le paysage numérique.

Pièges et défis courants

Measuring customer engagement can provide valuable insights, but businesses often face several challenges and pitfalls that can skew results or limit the impact of their findings. Here are some of the most common issues:

1. Misinterpreting metrics

Collecting data is only useful if it’s interpreted correctly. One of the most common and overlooked challenges is not understanding what each metric actually represents. For example, a high page view count might seem like strong engagement, but if users are bouncing quickly, the reality could be very different.

Why it matters: Without proper analysis, businesses may act on misleading insights, waste resources, and ultimately fail to improve the customer experience.

2. Measuring the wrong things

Not all engagement metrics are equally relevant to every business. Focusing on vanity metrics (like likes or views) without connecting them to meaningful business outcomes (like conversions or retention) can skew your strategy and priorities.

3. Using unethical or invasive data collection methods

Trust is essential in any customer relationship. Using customer data without consent or relying on questionable data collection practices can backfire.

Ensure all data collection methods are transparent, opt-in, and privacy compliant. Ethical practices aren’t just a legal safeguard, they’re a competitive advantage in building long-term loyalty.

4. Overlooking the need for context

Data doesn’t exist in a vacuum. Metrics like session duration or email open rates may vary based on the time of day, channel used, or even customer mood. Without understanding the context behind behavior, you risk drawing the wrong conclusions.

5. Fragmented customer data

Customer engagement spans across channels—web, mobile, email, support, in-store—and yet many businesses still operate in data silos. This fragmented view makes it difficult to track the full journey or personalize experiences effectively.

Solution: Invest in tools that unify data across touchpoints to provide a holistic view of each customer’s journey.

6. Inconsistent measurement practices

Some teams measure engagement weekly, others monthly, and some only during campaigns. Inconsistent tracking leads to inconsistent insights, making it harder to compare performance or spot trends over time.

7. Lack of internal alignment

Different teams often define “engagement” in different ways. Marketing may track clicks and shares, while support teams focus on satisfaction scores. Without a shared understanding, metrics become disjointed, and teams may end up pulling in different directions.

8. Ignoring actionability

Perhaps the most important pitfall—tracking engagement without actually doing anything with the insights. If no changes are made to improve the customer experience based on the data, then measurement efforts become purely cosmetic.

Fin de l'année !

Understanding customer engagement is no longer optional, it’s essential for brands that want to stay relevant and competitive. But gathering data isn’t enough on its own. The real impact comes from turning that data into clear insights and, more importantly, action.

This means looking beyond surface-level metrics and combining both qualitative and quantitative inputs to get a complete picture of how customers interact with your brand. It also means doing it responsibly, with ethical data practices that build trust rather than erode it.

Loyalife helps you bridge that gap. Here’s how:

• Track what matters: Capture real-time engagement across channels with actionable metrics, not just vanity numbers.
• Turn insights into action: Use data to personalize interactions, rewards, and messaging that resonate with each customer.
• See the full picture: Combine behavioral, transactional, and sentiment data in one platform for smarter decisions.
• Stay ethical and secure: Collect and use data transparently, strengthening trust and long-term loyalty.