Companies that engage their customers can have 66% of sales increase, check

Offering a positive experience for those who consume your brand is the first step towards a positive customer journey with greater chances of loyalty. The account is simple: the more a person likes pre and post-sales service, the more prone he is to negotiate with the company again.

One Gallup Research It has presented interesting data that prove this statement. According to the survey, customer engagement:

• Increases sales by 66%;
• Raises loyalty to the brand in 25%;
• Increases net income by more than 10%;
• Improves consumer confidence by 20 points.

that is: invest in the construction of a customer journey Positive is not only recommended, but fundamental for the construction of more assertive and profitable strategies for companies. The point is that, for many companies, the reasons and ways of doing so are still poorly understood.

But this uncertainty ends today! Read on and see the role of customer journey and positive engagement for your sales!

Why has customer engagement become a revenue engine?

Engagement is no longer just a metric of interaction and began to change the logic of generating value of companies by shifting the focus from specific transactions to continuous, data-driven relationships and experiences. In practice, this action directly impacts the main financial vectors of the business and, for these reasons, is so important.

In practical terms, engagement:

• Increases Lifetime Value (Life Time Value, LTV);
• Reduces the cost of acquiring customers (CAC);
• Allows more detailed customization;
• Expand revenue via cross-sell and upsell;
• differentiates the company based on experiences;
• Provides continuous feedback for revenue optimization.

In short, engagement is no longer just a marketing metric, but a strategic growth asset. It is a link between data, experiences and relationships to generate more revenue, with more efficiency and long-term sustainability.

How does Gallup data connect to the current context of companies?

The research demonstrates and proves the connection between customer engagement and the results perceived by companies globally. According to Gallup, engaged customers represent a performance evolution in various financial metrics, such as sales growth, loyalty and increased net profit.

For example, the survey shows that 23% of consumers involved with the company have more participation in the purchasing portfolio, profitability and relationship growth than average or inactive users. The study also shows that only 1 out of 4 workers from the United States believe that their company delivers what it promised at the beginning of the customer's journey.

In other words, Gallup's information connects to the current context of companies by demonstrating that:

• Customer engagement is a reliable indicator of sustainable financial development;
• Most companies continue to far away from delivering a consistent experience;
• Cultural transformation, which empowers workers and aligns strategies with customer data, is essential to compete today;
• “Customer centralization” requires interaction between information, technology, culture and operational execution.

What behaviors differentiate engagement companies from others?

The most competitive behaviors are:

• decision-making guided by behavioral data;
• Focus on continuous customer relationship;
• Relevant and contextualized customization;
• Alignment around the client;
• team empowerment;
• Consistency in the delivery of promises;
• Active listening and continuous feedback;
• metrics that go beyond conversion.

We detail each behavior below.

Decision-driven behavioral data making

While common companies react to behind-the-scenes metrics, engaged companies anticipate needs, which includes understanding usage habits, preferences, interaction frequency and signs of intent throughout the journey.

Focus on continuous relationship

The customer does not “return from scratch” with each encounter with the brand. Engaging companies maintain history, context and accumulated learning, ensuring coherent experiences over time. This care strengthens confidence and reduces frictions at each new point of contact.

Relevant and contextualized customization

Customizing is not just using the customer's name, but delivering messages and offers aligned to the moment, channel and real need. When properly applied, personalization generates perceived value and proximity, avoiding the feeling of invasion or excess of communication.

Alignment around the customer

The consumer is the responsibility of the entire company, and not just one sector. That is, engaging companies align marketing, sales, product, service and technology around a common goal: to solve real customer problems and deliver value consistently throughout the journey.

Team Empowerment

Employees don't just “follow a script”. They have autonomy, access to information and clarity about the client's context, which allows solving demands with more agility and empathy.

Consistency in the delivery of promises

Experience confirms the promise, does not contradict it. That is, engaging companies ensure that the brand's discourse is aligned with the practice, from campaigns to after-sales, avoiding frustrations and strengthening credibility.

Active listening and continuous feedback

Listening to the customer goes beyond collecting data. It involves analyzing feedbacks, identifying patterns and transforming learning into concrete actions. Customer-oriented brands use the public's return as an input to evolve products, processes and communications.

metrics that go beyond conversion

The measurement of success is by quality, not just by the volume of transactions. Here, following indicators such as retention, recurrence, satisfaction, engagement and value over time are essential actions to prioritize lasting relationships rather than immediate results.

In summary, the main differential of companies that invest in the customer journey is the reduction of discourses and adoption of consistent organizational behaviors, manifested in strategy, operation and culture. These actions create superior consumer experiences and sustain positive long-term results with less effort.

How does integrated personalization and journeys influence sales and loyalty?

Both personalization and the integrated customer journey act on the main determinants of decision: relevance, confidence, convenience and continuity of experience. When well executed, both turn isolated interactions into profitable and lasting relationships.

From a sales point of view, personalization acts directly on the relevance of the offer. When a company uses behavioral data to understand interests, purchase moment and specific needs, communication is no longer generic and becomes contextual. This change reduces the customer's cognitive effort, shortens the decision cycle and, consequently, facilitates conversion into sale.

The integrated client's journeys enhance the effect by ensuring continuity between the points of contact. Marketing, sales and service, for example, stop operating in isolation and share information, history and context. In this way, each interaction continues the previous one, instead of restarting the relationship and frustrating the consumer with unnecessary repetitions.

When united, personalization and the integrated journey create a continuous learning system. Each interaction generates data that allows for quick adjustments to communication and supply. This union makes the strategy more efficient and predictable and the result is a consistent increase in the Lifetime Value, greater recurrence of revenue and loyalty.

What evidence shows that investing in engagement is more efficient than just focusing on acquisition?

Gallup's own study already proves how investing in the client's journey is crucial for the effectiveness, not only of profitability, but also of the acquisition itself. Another research, from Adobe, Publicis Sapient & Incisiv, Lights the stagnation in the growth of companies that do not invest in building positive engagement journeys.

And, as a matter of fact, put yourself in the consumer's shoes: do you feel more comfortable negotiating with companies that value your need and understand your pain, or with businesses that only push you products or services that are unimportant for your interest?

The way to buy is different and, consequently, your approach also needs to change and evolve according to customer demands. The sooner you adapt your reality to the new market (and consumers) demands, the sooner you will realize the fruits of well-built, effective and, above all, profitable strategies.