You have likely started to hear about Customer Engagement. Leslie Pagel defines what we mean at Walker by Customer Engagement here. And, she compares "customer experience" to "customer engagement" in this post.
The question is, should you be interested?
Your organization likely already has a key metric such as Loyalty, Net Promoter, Customer Effort, Overall Satisfaction, or even a customer experience index. Your metric may be beneficial given the simplicity of the metric, the diagnostic value of the framework behind it, the ability to make comparisons to others, or by reinforcing specific aspects of the customer experience.
That said, it may not be all roses and lollipops. A group of Customer Experience professionals recently discussed the good, the bad, and the ugly with their metrics. A few challenges were mentioned about their current KPI’s, including over-reliance on a single score, not being reflective of business performance, and even the possibility of gaming.
We believe that looking at more data than just one metric can be better. An aggregation of metrics that are relevant to your business can provide a better understanding of what’s going on with any specific account or segment.
So, should you be interested? Well… yes…. If you want to have a holistic view of your customers.
Vice President, Consulting Services