Social Customer Experience

Part III: Chapter 8 “Customer Engagement”

Chapter Summary
All the plans, programs, and platforms we’ve discussed depend on one thing: customer engagement. While you create the experience you want customers to have, that experience is powered by customers themselves, every day, by how they engage with your brand, product, or service and with each other. To succeed you need to understand why customers engage and which channels are best for that engagement. Done right, your value to your customers—and their value to you—increases dramatically.

Review of the Main Points
The key points covered in this chapter are summarized in the following list. Review these and develop your own practical definition for engagement in the context of a social business:

  • Engagement is a customer-centric activity.
  • Think about engagement types: support, sales, and innovation.
  • Think about engagement value: satisfaction, loyalty, and advocacy.
  • Implement a strategic approach to social business that specifies a plan to create advocates and then measure your performance.
  • Finally, it’s still your business. Placing customers at the center of what you do doesn’t mean handing them the wheel.

    Chapter 8 sets up the primary activity that differentiates social customer experience from other things you do as a business. A business that steadily builds its own base of advocates is a business that steadily and surely wins over the long term.