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Founder, Managing Principal, The 56 Group, LLC, author of several best-selling books, including CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers, but most importantly known as the Grandfather of CRM.

2 responses to “CRM 2012 Forecast–The Era of Customer Engagement Begins”

  1. Dominique Levin

    I am looking forward to the long-form paper!

    I would love to see more focus on Customer Engagement AFTER buying a product or service, rather than the Customer Engagement during the sales and marketing process. “Customer Value” only gets delivered AFTER you start using a product. Customer Value (and Customer Delight) are the primary drivers for referrals and social buzz: when consumers advocate for a company it’s rarely “heah, great white paper”, but always “trying out x and really enjoying it”. Thus focusing on Customer Engagement POST purchase is also the single best thing you can do to improve your sales and marketing growth engine.

    With the rise of cloud apps, subscription services and free trial or freemium models, I also believe there is a macro-trend towards the product or service itself becoming a primary CHANNEL for sales and marketing (and customer communications).

    Looking at the trends in your blog, I believe:

    – companies will increasingly use gamification into the product or service itself, rather than just it’s sales and marketing

    – a new group of insights vendors emerge to track the interaction of the customer with the online service itself and to manage customer engagement post sign up (full disclosure: I am helping to build, one such services)

    – nurturing post-purchase means deciding if and when customer interaction in app, via e-mail or by phone is called for to help with helpful tips and to upsell (I prefer: upserve) customers (and prevent churn) (yep, and others can help here too)

  2. Beyond Social Business – A Definition of Customer Engagement

    […] Engagement By Guy Nirpaz On January 18, 2012 · Leave a Comment Paul Greenberg wrote a great blog this week defining Customer Engagement. I am much looking forward to his expanded paper on the […]