BPS Edge CEM Edition

BPS Edge CEM Edition

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Page 10 of 39

CEM Edition | 11 The metrics that matter most for social customer engagement management In my experience, before you can determine which metrics matter the most for managing social customer engagement, it is important to understand what you value most. In customer engagement management (CEM), we all should value customers who are committed to our brand and connected to us physically, emotionally, psychologically, and digitally. But if we value fully engaged customers, what does that mean? Customers who are fully engaged use your product or service and possess a deep connection to your brand. So deep that the connection becomes part of how they identify themselves. These individuals are more likely to: • Recommend your brand to other individuals • Maintain positive engagement with your brand in social networks • Dedicate a greater share of wallet to your brand, and • Avoid making negative comments about you through social engagement even when they have a negative experience At HP, we refer to fully engaged customers as "influencers." And we recommend using the perspective of the entire customer lifecycle to track and measure metrics for them. Loretta Garcia Director of CEM BPS, HP Enterprise Services

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