Hard to Measure Customer Engagement? Start with Product Engagement

By | June 18, 2010

In “Study finds customer engagement hard to measure,” B-to-B Magazine’s Kate Maddox posts some high-level findings from a recent study from Forbes Insights about measuring customer engagement.

“Customer engagement is a top priority for CMOs, but many companies are struggling to implement strategies and measure customer engagement, according to a new study from Forbes Insights and George P. Johnson.”

A majority (67%) of marketers polled view customer engagement as very important, but a good percentage feel their companies do a fair or poor job engaging their audiences. They view retention, sales, and revenue per customer as key metrics for customer engagement.

I hypothesize that “product engagement”  — using tools and methods to present products in a more interactive and engaging way, such as via product simulation marketing — would be a big contributing factor to overall customer engagement.  Furthermore, it may be easier to measure product engagement because of the direct relationship between what is presented and how the viewer/customer interacts with it.

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