Engagement score

Definition

An engagement score measures how actively and regularly a client interacts with the brokerage: whether they reply to messages and how quickly, whether they ask questions, report changes or request quotes on their own initiative, whether they open documents sent to them. Unlike the risk score, which looks for signs of leaving, the engagement score describes the level of interaction, whether warm or absent. A highly engaged client is not necessarily loyal and a silent one is not necessarily leaving, but engagement is the best predictor of whether the brokerage can act at all: cover reviews, cross-sell proposals and lapse prevention all require a client who responds. The score is therefore used to pick the right moment, the right message and the right level of human attention.

What you need to know

On WhatsApp, engagement is measurable in a way no other channel allows: delivery and read receipts, time to reply, buttons tapped, response to a template. A brokerage uses it for three decisions. What to send: an engaged client can receive a cover review or a proposal, a silent client a short re-engagement message. When: a reply from the client opens the 24-hour customer service window for free-form conversation; outside it, only an approved template can be sent. Who gets human time: an engaged client asking questions deserves a call, a client who never replies belongs in an automated routine. In Southern and East Africa, where clients change SIM cards more often, a sudden drop in engagement sometimes means a dead number rather than lost interest, and the first action is to confirm the number.

In ORIS, each customer carries an engagement_score shown in the Engagement column of the Customers & Segments table, displayed on a four-level scale: none, low, medium, high. Engagement Score is one of the segment filters (Equals, Greater than, Less than), so a re-engagement campaign can target clients with low or no engagement, or a cover proposal can be reserved for engaged ones. A lifecycle trigger of type lapsed_engagement prepares a draft campaign for clients who have gone quiet. The Dashboard's Hottest Leads table surfaces clients whose recent exchanges point to an opportunity.

See the retention and loyalty hub and our re-engagement templates.

Concrete example

A Gaborone brokerage sees in ORIS that 140 household clients have shown no engagement since January. It builds a segment with Engagement Score Equals none, runs a Quick Campaign with a re-engagement template offering a policy details check, and handles the 38 replies in the shared inbox within each client's 24-hour window, confirming three changed phone numbers along the way.