Customer engagement is more than just a transaction – it’s about building long-term relationships that foster trust and loyalty. Successful business do not just sell products or services; they create meaningful connections with their customers. But how can companies ensue they’re engaging customers in the right way?
Davies Hickman, in collaboration with Engage Customer, conducted a nationally representative survey of over 1,027 UK consumers to uncover key insights into customer engagement. Our research led to the development of the VEVE framework – a strategic approach that introduces four key conversations businesses must have to truly prioritise customers and their expectations.
The Four Conversations of the VEVE Framework
1. Value Proposition for Engagement – Designing from the customer’s perspective while maintaining business benefits.
2. Employee Engagement – Cultivating an inspired and motivated workforce.
3. Value Chain – Improving existing operational processes or developing new revenue models.
4. Engaged Customers – Optimising customer service journey strategies, channels, and loyalty measurement.
Let’s dive deeper into each conversation:
VEVE Conversation #1: Value Proposition for Engagement
A strong value proposition is built on understanding customers’ needs and expectations. Davies Hickman’s research revealed:
• 78% of consumers are drawn to organisations that provide 24/7 customer service.
• 62% appreciate proactive customer support when they encounter issues.
For instance, car manufacturers integrate alerts to contact customers when their vehicle’s airbags deploy, offering immediate assistance. Similarly, AI-powered chatbots can provide seamless support outside regular business hours. By leveraging insights into customer attitudes, businesses can create unique value propositions that drive engagement and enhance customer loyalty.
VEVE Conversation #2: Employee Engagement
Engaged employees contribute to better customer experiences. The research showed:
• 84% of consumers prefer interacting with friendly, accommodating CX agents.
• 64% are comfortable with AI directing their concerns to the right agents.
• 63% supported AI-enhanced prompts to assist customer service agents.
While customers value human interaction, AI can empower employees by streamlining workflows and reducing workloads. Companies should focus on training, rewarding, and inspiring their employees to build a culture of engagement that directly benefits customer relationships.
VEVE Conversation No. 3: Value Chains
Optimising operational efficiency is crucial for customer satisfaction. The study found that:
• 81% of consumers say better stock availability is a top priority.
• 52% are concerned by refund delays.
• 48% dislike late deliveries.
• 46% want improved order tracking.
By addressing these pain points, businesses can streamline processes, enhance customer experience, and improve engagement. Simple digital improvements – such as allowing restaurant customers to order and pay via an app – can significantly enhance convenience. More disruptive innovations, like Uber’s transformation of taxi services, demonstrate the power of reimagining customer engagement.
VEVE Conversation No. 4: Engaged Customers
Understanding the customer journey and eliminating engagement barriers are key to fostering loyalty. Research findings include:
• 67% of consumers believe AI should assess customer satisfaction.
• 62% are happy if organisations use AI driven analysis to measure brand loyalty.
• 75% are frustrated when they can’t easily speak to a human for support.
Companies must continuously refine their customer journey by utilising AI-driven insights, journey mapping, UX testing, and service design strategies to create seamless and engaging interactions.
Final thoughts: transforming customer engagement with VEVE
Customer engagement is a company-wide responsibility. The VEVE framework provides businesses with a structured approach to enhancing customer relationships by focusing on value propositions, employee engagement, operational efficiencies, and customer experience enhancements.
By applying these insights and tailoring engagement strategies to their audience businesses can attract new customers, strength and loyalty, and drive long term success.
About Davies Hickman
Davies Hickman are independent market research data analysts with expert knowledge in customer experience management and innovation. Our research and consultancy services provide CX strategy services to a range of B2B and B2C brands. In particular, using our consumer panels and a range of online data sets, Davies Hickman analyse opportunities for continual service improvement in the customer journey.