How Do You Measure Engagement?
Customers are not equal. If you have ever read a Peppers and Rogers book or heard them speak, you know this is true. It's the basis of what we write about every day at 1to1 Media. So knowing that, how do you figure out their value? A new buzzword around the marketplace is "engagement." It's a great attribute of a customer's value to the company, but it's so vague. Companies talk in very broad strokes about the importance of engagement, but there hasn't been much in the way of measurement for it. Forrester Research aims to change that.
In today's 1to1 Weekly lead article, we look at Forrester's new study that separates engagement into four components: involvement, interaction, intimacy, and influence. Measure these attributes, and you can get a good picture of a customer's level of engagement. It's a good start, but it's not the only way to study engagement. How does your company measure a customer's level of engagement?
