Why is it important to have both engaged and unengaged customer interactions in a model?

Having both engaged and unengaged customer interactions in a model is essential for providing a comprehensive view of customer behavior. This inclusion allows analysts and businesses to understand not just the actions of those who actively engage with the brand but also the reasons behind the lack of engagement from others. By examining both groups, organizations can identify patterns, measure the effectiveness of their engagement strategies, and tailor their marketing efforts accordingly.

Engaged interactions provide insights into what drives customer loyalty and satisfaction, while understanding unengaged interactions reveals potential pain points or barriers that may prevent customers from being more involved. This holistic approach enables businesses to create more effective strategies for improving customer experiences and enhancing overall engagement.

In contrast, solely focusing on high-performing or elite customers can lead to a skewed understanding of the entire customer base, missing out on valuable information from less engaged individuals who may represent a significant segment of the market. By understanding the full spectrum of customer interactions, organizations are better equipped to strategize and improve their customer relationship management.