Customer engagement is not a passing fad. This one actually seems to be changing and expanding at the same time. The new term that is gaining a foothold is “customer experience,” which is more encompassing than engagement. Forrester Research describes it as a more “outside-in” focus on the customer, where marketers seek the desired customer experience, a deeper understanding of their behaviors and needs, and the development of a customer-centric culture. New touchpoints and data available to marketers are being used to keep customers engaged (and hence the connection between the two terms).
This is one of 10 marketing trends predicted at the end of 2010. How are the other 9 going so far this year? Check out the article to find out!