The Positive Economics of Customer Engagement Whitepaper

Engagement is the emotional connection or attachment that a customer develops during the repeated and ongoing interactions. Engagement accumulates through satisfaction, loyalty, influence, and excitement about your brand. Organizations who engage consumers to the point where they are moved to behavioral change do so by creating opportunities for emotional connections through ongoing, consistently positive experiences.

Many organizations have failed to find the secret formula to justify new investments to focus on customer engagement and loyalty activities. This paper identifies four of the top outcomes of customer engagement that can be measured in dollars. These outcomes are simple to understand; realistic to execute, support, and measure; and offer solid results with high impact.

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