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Friday, August 19, 2016

ROI of Customer Engagement

Always looking for new ways to measure.   But it takes lots of trials in different contexts, to understand the implications of measurement.

Calculating the ROI of Customer Engagement by Rachel Happe
We know that customer engagement matters. Yet much of our thinking about engagement remains simplistic. Most current definitions of engagement are bimodal – someone is either engaged or they’re not. But this is a limited view that hampers our ability to manage engagement in meaningful ways.

A more sophisticated understanding of engagement allows community managers to effectively influence and change it, and even to calculate an ROI for engagement. ... " 

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