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Customer engagement

Strategic perspective

Customer perspective

Key performance question this indicator helps to answer

To what extent are our customers engaged with our organisation?

Why is this indicator important?

This is the first of two KPIs in this book that consider customer engagement. Within the ‘Marketing and sales perspective’ section we describe how to assess how customers engage with an organisation through online vehicles (such as websites/discussion forums) – a burgeoning area of interest for senior managers and marketers alike as they struggle to make sense of how the internet has changed customer–supplier dynamics.

This KPI, however, looks at ‘customer engagement’ measurement more traditionally: that is, the strength ...

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