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Top : Customer Engagement: Customer engagement (CE) refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline.(Wikiepedia)
Customer Engagement
The term "engagement", probably the biggest buzzword to hit business this century, was originally coined to describe employees, roughly approximating the notion of motivation. It's now used incredibly often with reference with customers.
It's assumed (not proved, but assumed) that customer engagement, like employee engagement is a "good thing", but the concept is often so ill defined that it either means nothing, or isn't such a great thing after all.
We need to ask the question: "What are our customers engaged WITH?" in order to profit from thinking engagement. For example, if customers in a store, or a website, spend time playing games on computers, or engrossed in activities that are unlikely to create sales, then they become overhead. Customer engagement only makes sense if one can link what they are engaged with to sales.
On websites this is particularly the case. Usually engagement is measured by how often customers interact (with each other), or how long they spend on a particular site. Sites with lots of interaction or where people spend lots of time on are said to encourage and create customer engagement. But the idea is wrong. It's as wrong as saying we should make restaurants where people are engaged so well, that they stay for hours. That might, and does work in bars, but doesn't work with restaurants that need to turn over their tables to be profitable.
WIth that said, here are other views on customer engagement.
All About Customer Engagement
Executing on a customer engagement model (pdf) - by naExecuting on a customer engagement model. Relationship-building technologies can help financial services companies drive growth (Added: 11-Dec-2009 Hits: 512 )
The Four Stages of Customer Interaction. - by na
The Four Stages of Customer Interaction methodology is used to align Customer Experiences with Brand Promises through appropriate Business Processes. This results in customer interaction practices that are essential for long-lasting, profitable customer relationships. (Added: 25-Nov-2009 Hits: 573 )
White Papers | Customer Engagement Strategies - by na
This white paper provides insight into where the strategic gaps exist between the current deployment status of customer-facing processes and solutions and the true potential benefit and value of these solutions. Specific recommendations for eliminating these gaps are provided.""Customer Engagement Strategies Inc. and Babson Executive Education conducted an online survey with seventy-five corporate executives in April and May 2007. This white paper provides key findings and analysis from that research effort. (Added: 25-Nov-2009 Hits: 468 )
Negative Experiences are Driving New Customer Engagement Models - by Jacob Morgan
’m going to make a bold statement which is in essence in the title of this post, if it weren’t for negative experiences and feedback then new customer engagement models would NOT exist (or perhaps would take MUCH longer to adopt). So what does this mean? It means that the organizations that you see joining the social media space are doing so because they are getting trashed online. (Added: 11-Dec-2009 Hits: 433 )
Definitions of Customer Engagement: an overview - by Agora
Interesting collection of different definitions of customer engagement, but there's actually a lot more. Links also included. (Added: 11-Dec-2009 Hits: 856 )
Social Media Snapshots of Major Companies - by na
Social Media Snapshots offer a quick glimpse into companies' social media strategies and personalities.""Featured companies are using social media to accomplish some of the following goals:""Drive conversation with customers, "Add personality to their image, "Demonstrate corporate values,"Drive awareness,"Solicit feedback."Learn from the big boys. The creators of these snapshots are darned impressive. (Added: 11-Dec-2009 Hits: 437 )
Customer Engagement Is Measurable - by Ron Shevlin
The biggest issue with the way the term engagement is used in the marketing community is its narrow connection to websites and the online channel. When marketers think of %u201Ccustomer engagement%u201D, they should be thinking about how engaged the customer is with the company, product, or brand. The level of involvement with the website %u2014 or with a particular ad (online or offline) %u2014 is just one dimension of a customer%u2019s engagement.""Customer engagement encompasses a number of dimensions (Added: 26-Dec-2009 Hits: 419 )
Customer Engagement: Share Feedback with Front-Line Employees | PeopleMetrics Industry News - by na
Some suggestions about how front line employees can be harnessed to improve customer engagement, and thus, business results. (Added: 18-Jul-2011 Hits: 109 )
Customer Engagement Model - by na
A somewhat complex model regarding Customer Engagement, which seems more systems based. (Added: 11-Dec-2009 Hits: 732 )
How to engage customers through social media-resource - Channel Pro - by Claire Macland
Social media is fast becoming the primary engagement channel for certain ages of the population, and where the younger generation leads, experience tells us the mainstream will eventually follow. (Added: 1-Nov-2010 Hits: 279 )
Encouraging customer engagement or preventing customer disengagement? « Agora - by Agora
Most accounts of engagement suggest ways of encouraging or promoting a customer's engagement with the brand/website. In a handful of cases however (e.g. Jim Novo and Erwin Ephron) one reads about preventing and reversing customer disengagement instead.""But is there a meaningful and valuable distinction between the two? Are the marketing techniques used to encourage our customers' engagement with the brand/website different to those that are required in order to reverse their disengagement? Have most accounts of customer engagement overemphasized the former in the detriment of the later? (Added: 11-Dec-2009 Hits: 417 )
Free eBook: The 6 Laws Of Customer Experience « Customer Experience Matters - by Bruce Temkin
A few weeks ago I introduced the 6 laws of customer experience. Since then, Ive written posts for each of the six laws. It turns out that these posts have had extremely high readership. So I decided to pull the content together in a mini book: The 6 Laws Of Customer Experience: The Fundamental Truths That Define How Organizations Treat Customers (.pdf)"Since its not really a novel (only 11 pages), I"m giving it away for free. (Added: 20-Mar-2011 Hits: 144 )
Customer Engagement Scorecard - by na
The Customer Engagement Scorecard is a powerful - yet simple - tool that captures the status quo of companies’ customer-facing strategy and process. Companies answer fourteen questions and receive a brief analysis of where they should focus on improving their customer facing processes and solutions. (Added: 11-Dec-2009 Hits: 479 )
Engagement Is Not A Metric, It's An Excuse | - by Avinash Kaushik
Avinash’s skepticism about the possibility of defining and measuring customer engagement kicked off the debate. The value of his criticism is attested by the number of high profile responses it elicited from a variety of ‘champions’ of customer engagement. (Added: 26-Dec-2009 Hits: 470 )
How To Engage Customers In Your E-Commerce Website - Smashing Magazine - by Rung András
A rather strange article because the title seems to have little to do with the majority of the text, which is more oriented to how customers might influence each other. Still, some good material. (Added: 1-Nov-2010 Hits: 220 )
Nine tips to improve your customer experience | Call Centre Helper - by na
Many companies are looking to improve their customer experience. To help you with a few ideas we asked a number of our readers for their tips on how to improve customer experience (Added: 2-Dec-2009 Hits: 636 )
Measuring Online Engagement: What Role Does Web Analytics Play? | - by Avinash Kaushik
hat aspect of customer engagement can web analytics capture?""Having defined customer engagement we are better able to delimit what web analytics can and cannot tell us about the engagement of our website%u2019s visitors.""Let%u2019s look at some of the widely used web analytics metrics and understand what aspect of engagement they capture. (Added: 26-Dec-2009 Hits: 374 )
Marketing Practice: Marketing Strategy : How to Engage Customers to Create Brand Equity - by na
Engagement means creating involvement. Customer engagement means the effort taken by the brand to develop an involvement between customers and the brand beyond regular purchase and use.""Traditional marketing practices seldom encourage active involvement of customers. The marketers often are satisfied with the regular purchase of the product by the customers and the level of engagement with the customers is limited to handling queries, handling complaints and loyalty programs. (Added: 1-Nov-2010 Hits: 237 )
How to engage customers in your business decisions - iMediaConnection.com - by Menaka Gopinath
t's no secret that marketers are cutting back on traditional offline marketing tactics in favor of more efficient online strategies such as social networking. There is incredible value in being able to listen to and learn from your customers, but many struggle to convert these conversations into something that can really impact marketing, branding, and advertising in a meaningful way.""One effective strategy is "customer collaboration" -- private online communities made up of selected customers passionate about a company's products or services. It's essentially an on-tap customer advisory board, people who understand your brand and can help you make the most effective marketing decisions and then help you to deploy them. (Added: 1-Nov-2010 Hits: 266 )
Pros and Cons of Online Customer Product Reviews : - by Julie Rains
How should a cautious e-shopper like me choose? Sure, I can talk with a customer service representative, which is useful but often time-consuming. Getting insights from fellow shoppers who may have the same needs and concerns as I do is invaluable: enter customer-written product reviews.""There are pros and cons to product reviews, not only for shoppers like me but also for e-commerce businesses (Added: 28-Aug-2010 Hits: 345 )
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