The word of the year is engagement.
Everywhere I turn, whether we’re talking about customer engagement, employee engagement, community engagement, engagement marketing, etc. — it’s surely the trending term synonymous with “success.”
If a person or group is “engaged” you have their attention and that’s at the core of what every business wants. Every sale began with simply catching someone’s attention. Every positive service interaction involved agents who gave their full attention to the customer. It’s really the key element that everyone’s after — and the research is starting to show it. According to a recent survey conducted by McKinsey & Company, 69 percent of respondents ranked digital customer engagement as a priority in terms of both strategy and spending.
Further, Paul Greenberg, President of The 56 Group, was recently quoted as saying: “You look at [marketing automation provider] and it has changed its solution from ‘revenue performance management’ to ‘engagement marketing.’ You look at Microsoft, and all of a sudden CRM for them is ‘intelligent customer engagement.’ The feedback management market is being called engagement now too, because surveys are a form of engagement. And I can keep going.”
So no matter whether engagement refers to marketing or sales efforts, feedback management, or how on board employees are, this is the year for measuring all different forms of engagement. Watch for the most progressive companies to build new models and performance indicators to quantify how “engagement” adds value to the business. I predict seeing an increase in job titles dedicated solely to this purpose as well. More and more companies will dedicate team members to be responsible for continually driving engagement in their area of the business, whether that’s marketing, customer success, or in directly managing actual customer portals / communities.
The good news is that with the rise of social, mobile, and feedback technologies, it should be easier than ever to earn engagement. At the very least, companies can be more creative than ever in devising strategies to engage prospects, customers, employees, partners, and beyond.