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One thought; might a better defintion be "a level of customer attention leading to one or more thoughts, feelings and/or actions that support key business contexts and goals"? Have been thinking about how this would overlay with CEM and frameworks, and what is missing for me is something that captures "mindshare" (thoughts), positive or negative emotions (feelings), and actions as well. Traditional thinking would hold that the only meaningful number is actions, but without moving folks along the mindshare and emotions continuum, getting the right action -- and then a repeat action later on -- seems harder.

Julie Hunt

Hi David,

I really appreciate your sharing your thinking on the topic of measuring customer engagment!

Regarding your extension of Jeremiah Owyang’s thoughts on what constitutes engagement – it’s going in a useful direction. We need to keep in mind that “business context and goals” can be a somewhat complex hierarchy or matrix that aligns with the entire enterprise. “Key” may be a “fluid” qualifier relative to different segments of the hierarchy or matrix. And hopefully there is a strong customer-focus in the middle of all of this.

I like what you’re doing with your musings on capturing the qualitative side of engagement. The notion of “action” is incomplete unless we can capture more elusive “acts” such as influence on others (which may have positive or negative effect on the enterprise), or predisposition to take action in the right situation.

With customer feedback and conversations, companies simply listening, understanding, and processing what they are learning from customers is important, but may or may not result in actions that benefit specific customers or move individuals to become buyers. Again, work being done now with analytics for sentiment and semantics/content may make a difference in "measuring" and understanding the qualitative side of engagement, but it’s still early. Context has a huge role here.

Business activities that companies do have complete control over: delivering quality and reliable products that meet the needs of their target customers; finding out what customers want and acting on that; providing great support for customers when needed but really working towards customers needing less support due to high quality products and services. Good reputation usually comes from this approach to business with a strong customer-focus.


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