If yours is among the growing number of companies that have embraced customer engagement as a business strategy, you may be wondering, “Should we be doing something differently than before?” The short answer is yes and no—and importantly, you should be doing the same things better.
The pendulum is rapidly shifting from what used to be known as customer service to the more proactive model of customer engagement. Engaged customers share the following traits: Advocate for the brand: They share positive views with friends, family and online communities.

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