Customer Engagement

Customer engagement is a newer type of metric. It’s designed to give you a more holistic view of customers and markets. It does this with a combination of consumer perception and behaviour measures.

For marketing managers it allows you to see consumers in a new light – where you can better understand the linkages between how people think and feel, how they act, and the contribution (or detraction) they make to your business.

Customer engagement is measured using individual measures of involvement, interaction, customer intimacy, and influence – these are combined into an engagement index (scores for your customers versus competitors’ ones).