Customer Engagement Matrix

The Customer Engagement Matrix is a strategic tool used to categorize customers based on their level of engagement and value to the business. It helps businesses identify which customers are most valuable and engaged, and which ones need more attention or different strategies to increase their engagement and value.

At a very high level, the Customer Engagement Matrix is used in the context of business, marketing.

Customer Engagement Matrix quadrant descriptions, including examples
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What is the Customer Engagement Matrix?

A visual explanation is shown in the image above. The Customer Engagement Matrix can be described as a matrix with the following quadrants:

  1. High Value, Low Engagement: Customers who are valuable but not very engaged; e.g., a high-spending customer who rarely interacts with the brand.
  2. High Value, High Engagement: Customers who are both valuable and highly engaged; e.g., a loyal customer who frequently purchases and interacts with the brand.
  3. Low Value, Low Engagement: Customers who are neither valuable nor engaged; e.g., a one-time buyer with minimal interaction.
  4. Low Value, High Engagement: Customers who are engaged but not very valuable; e.g., a frequent visitor who rarely makes purchases.

What is the purpose of the Customer Engagement Matrix?

The Customer Engagement Matrix is a 2x2 matrix that helps businesses categorize their customers based on two key dimensions: Engagement and Value. The horizontal axis represents the level of engagement, ranging from low to high, while the vertical axis represents the value of the customer to the business, also ranging from low to high.

This matrix is particularly useful for businesses looking to optimize their customer relationship management strategies. By categorizing customers into four distinct quadrants, businesses can tailor their marketing and engagement strategies to better meet the needs of each group.

Use Case: A retail company wants to improve its customer retention and increase sales. By using the Customer Engagement Matrix, the company can identify which customers are highly engaged and valuable, and which ones are not. For example, customers in the top-right quadrant (high engagement, high value) might be targeted with loyalty programs and exclusive offers, while customers in the bottom-left quadrant (low engagement, low value) might receive more general marketing communications to increase their engagement.

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What templates are related to Customer Engagement Matrix?

The following templates can also be categorized as business, marketing and are therefore related to Customer Engagement Matrix: Product-Market Matrix, 4 Ps Marketing Mix Matrix, AI Capability-Value Proposition Alignment Matrix, AI Innovation-Value Alignment Matrix, AI Maturity Matrix, AI-Value Proposition Alignment Matrix, AI-Value Proposition Matrix, AIDA Marketing Matrix. You can browse them using the menu above.

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