Social engagement is sought-after currency for many brands, B2B companies, and nonprofit organizations. However, how to actually attain and maintain high levels of engagement with your customer ecosystem is less clear. Part of that has to do with a fuzzy understanding of the real business impact that engaged customers can deliver.
For many marketing and customer care executives, customer engagement is still a pie-in-the-sky concept with few metrics and no way to measure its impact. They know that it is important, but can't pinpoint just how engaging your customers can impact core business goals. We developed the following mnemonic device to remind companies and associations of the power that engaged customers or members can bring to an organization.