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Key Performance Indicators (KPI) by Bernard Marr

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Customer online engagement level

Strategic perspective

Marketing and sales perspective

Key performance question this indicator helps to answer

How well are we engaging our customers online?

Why is this indicator important?

Customer engagement (CE) refers to the engagement of customers with each other, a company or a specific brand, measured primarily by online interaction. The concept and practice of CE enables organisations to respond to the fundamental changes in customer behaviour that the internet has brought about.

CE considers several interrelated dimensions.

  1. CE is a social phenomenon enabled by the wide adoption of online mechanisms.
  2. The behaviour of customers that engage in online communities revolving, directly or indirectly, ...

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