Forrester has released the results of a new survey on engagement (this is a product). Not the kind that leads to marriage, but the kind that keeps you in touch with your clients. As they defined it, engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.
As they see it, these four components of engagement - involvement, interaction, intimacy and influence - can help you learn how to make better marketing decisions. Their argument is the following:
...that companies need to start tying these metrics together to make sense of how engaged their customers actually are—and then make product and marketing decisions based on that knowledge.
Now, there's no clean and beautiful equation like e = mc2. But as we continue this research on the topic and gather feedback (we've already seen some extremely polarizing reviews of the report), we'd love to get your take on the matter.
Sifting through the noise and haste, can you see how to better engage your customers? If you don't have definitive metrics, I suggest open conversation with your customers. Talk to them, or better yet listen.
