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Key Business Analytics by Bernard Marr

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Customer engagement analytics

What is it?

Customer engagement analytics is a highly evolving field at the moment where businesses are trying to map the entire customer interactive journey on- and offline. In essence it is the process of assessing how well (or otherwise) you engage your customers with your products, services or brand through these various interactions.

Engagement is a subjective term, but thankfully research firm Gallup has simplified the various levels of engagement. Based on answers to just 11 questions Gallup have categorised customer engagement according to four levels:

  • Fully engaged customers – those who are emotionally attached and rationally loyal to your business. These are your most valuable customers.
  • Engaged customers ...

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