Every once in a while, I stop to consider why engagement is so important -- no, essential -- to the success of a customer strategy program. It actually prompted me to think of my favorite college professors. What was it about them that made their classes so valuable? Two things:
- Information – My best professors were intelligent and knowledgeable about their topic. They shared great information that I could really use.
- Engagement – My favorite professors were engaging. They were passionate about their topic and it showed. Somehow they connected at an emotional level that helped me understand and appreciate the topic.
- Information, without engagement. It’s just boring with no emotional connection.
- Engagement without information. That’s shallow. Not enough substance.
That’s why I think engagement is so important. Just like it is with my favorite professors, it’s an essential ingredient in your customer strategy program.