Useful resources on customer engagement

February 4, 2008

I’ve aggregated what I think are the most valuable links\resources on Customer Engagement, and categorised them as follows:

Definitions of customer engagement

An overview of the various definitions of customer engagement segmented by type of author:

  • Companies
    Critical commentary on these definitions is provided wherever possible

    • Gallup
    • Forrester
    • WebTrends
    • Future Now
    • Comscore
    • Nielsen \\ NetRatings
    • Compete
  • Individuals – leading thinkers
    • Jim Novo
    • Eric Peterson
    • Ron Shevlin
    • Steve Jackson
    • Jeremiah Owyang

Research on customer engagement

Quantitative research on customer engagement – focus on what their respondents have to say about their experiences of the benefits CE offers, the barriers to implementation, the behavioural characteristics of engaged customers and the techniques they use to engage their target customers and to measure their engagement.

  • cScape
  • Economist Intelligence Unit

Scepticism about customer engagement

An overview of debates on the value, limits and possible pitfalls of customer engagement segmented by argument:

  • On the value of customer engagement
  • On customer engagement as a metric
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