Customer engagement is a priority for most companies today. But because no two customers travel the same purchase journey, there is no single definition—or action plan—for driving customer engagement. Yet companies successfully making sense of customer engagement tend to approach it from a similar framework.
WHAT’S IN THIS REPORT? This report contains a framework for making sense of customer engagement metrics at one’s organization. It shares requirements for putting that framework to use and gives examples of companies successfully navigating customer engagement efforts.
KEY STAT: Increasing engagement was a top objective for more than half of the marketing professionals in North America looking to enhance the customer experience, according to a January 2018 poll conducted by the Data & Marketing Association (DMA) and Winterberry Group.