Drilling for Diamonds

When you calculate the downside costs of not achieving customer engagement, its worth reminding yourself of what the benefits of achieving customer engagement are.

The Economist Intelligence Unit’s report Beyond Loyalty found 80% of its respondents said achieving customer engagement would improve customer loyalty. 76% said engagement would increase revenues. 75% said engagement would improve profits. And 56% beleived engagement would increase bigger market share.

When marketers being to seriously address the issue of engagement they might improve their credibility with their CEOs and board. The average tenure for a Chief Marketing Officer might also increase to above its current 21 month average.

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