Understanding the Value of Customer Engagement

Business marketers know customers who give references, participate on advisory boards, and engage in online communities are more valuable than those who are bystanders. But how do you quantify that value and socialize it to the rest of the business? In this presentation, Forrester Research introduces a model for measuring customer engagement that includes four components: involvement, interaction, intimacy, and influence. Each component requires data collected from online and offline sources that -- when done successfully -- give marketers a more holistic appreciation of their customers' actions while recognizing that value comes not just from transactions but also from actions customers take to influence others. Learn how marketing messages become conversations, and dollars shift from media buying to customer understanding, when firms adopt engagement metrics to capture the value of customer relationships.