Ce livre blanc fait le point sur l'engagement du client, dans le sens de son expérience avec votre marque et de la loyauté qui peut s'en dégager.
"Businesses, especially of the B2B kind, are increasingly confronted with the necessity of finding new and genuine ways to connect with their customers. The measure of customer engagement gauges the concrete repercussions of customers’ relationship with the businesses they patron.
The first two chapters of this ebook will define the concept of customer engagement and explore its implications for your business’ profitability and bottom line. The third chapter is more practical, and explains how to develop an effective customer engagement strategy.
Depending on who you talk to, CTO , CMO, or CIO, the definition of customer engagement may vary. For the purpose of clarity, we will define customer engagement in relation to customer loyalty and customer experience.
Some consider customer engagement to be the collection of ways in which customers interact with an organization (purchases, support, social media, referrals, reviews , etc.). That definition, while not incorrect, fails to account for the systemic nature of customer engagement."
