64% of e-commerce marketers have not measured their customer engagement processes in the past month, and nearly one fifth (17%) have never measured them at all, according to new data from Customer Engagement Platform SALESmanago. Worryingly, almost half (48%) don’t think customer engagement metrics are important. When asked what the main barrier to monitoring and understanding success metrics is, a lack of internal resources was identified as the biggest hurdle (24%). This was closely followed by a reluctance and lack of understanding from seniors (21%), as well as a lack of internal processes to measure customer engagement (20%). Over a third (35%) think they need to improve the way they measure customer engagement and loyalty. When asked what aspects of customer engagement were the most difficult to measure, convenience (24%), data insights (22%) and Customer Intimacy (22%) were identified as the most challenging.
