You Probably Have Known Customer Engagement

Nowadays, the life pace in our society is becoming faster and faster while the term “customer engagement” is seemingly ubiquitous in today’s marketing world. Media publications are talking about it, bloggers are writing about it, and indeed, entire agencies have set up shop claiming to specialize in it. But for many industry professionals, the exact definition of the term remains fuzzy. So what is it exactly: a new buzzword, a periodic trend, or an industry breakthrough? The correct answer would be both, all, or none of the above. Come again? The Advertising Research Foundation came up with this as the first real “definition” of the term customer engagement: 'Engagement in mining machinery like raymond mill is turning on a prospect to a brand idea enhanced by the surrounding context.' Perplexingly broad, this offers little. So let me start by offering a new definition: “Customer engagement is the science of optimizing the relationship between consumer behavior and a company’s objectives to produce the most profitable outcome.” To really understand this definition though, we need a few clarifications. First, keep in mind that consumer behavior is a complex equation, factoring in the customers’ needs, lifestyle, use of technology and exposure to other marketing messages. The company’s objectives are not necessarily a sale; they can be brand awareness, establishing a community, or fan retention. And “profitable” doesn’t mean tallying up sales at the end of the quarter—customer engagement involves complex customer analytics that are generally applied to maximize long term customer value. Customer engagement isn’t limited to a particular channel, and contrary to popular belief, it really isn’t just a marketing concept. While it’s true that engagement should be part of the planning process for every marketing channel, whether online or offline, leaders in customer engagement see it as an organization-wide initiative, feeding customer intelligence into every aspect of the company’s planning and operations. flotation cells: cement rotary kiln: Customer engagement heavyweights have the ability to proactively identify and address unhappy customers, create buzz, awareness and even entire fan communities, and create a more valuable customer lifecycle. All things that would make any CMO giddy with excitement. But how can an organization get to this elite level? At a high level, there are 3 core components to success: 1) Strategy & Analytics; 2) Data & Technology; and 3) Organization & Process. This is a nuanced balance, I know, and navigating a company toward successful customer engagement can be challenging given the newness of the official recognition of customer engagement (the underlying concepts and mechanisms, while formerly fragmented, have existed for years). In response, Quaero recently launched the Accelerated Customer Engagement (ACE) tool—a 10-minute online survey that will run you through the most important customer engagement features and give you a snapshot of your program and key areas of strengths and weaknesses. Use the questions as a best practices checklist. As the professional manufacturer of complete sets of mining machinery, such as flotation cell, Henan Hongxing is always doing the best in products and service.

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