Benefits

The Rewards of Engagement

• Customers
• Channel Partners
• Employees
• Shareholders
• Vendors

Suddenly, engagement is a hot word in business. Increasingly, organizations understand the benefits of engaging the attention and loyalty of their most valuable people, whether they be customers, channel partners, employees, or shareholders.

Armed with technology and an understanding of their target audiences, external and internal marketers can take communications to a new level of measurement, by creating a permission-based database of people who have engaged and whose actions can therefore be measured over time.

The result is a level of measurement rarely available in marketing, because no matter what the objective or audience, you can always measure the results against the audience you developed as part of the program.

Here are some clear examples:

Customers

• Did they opt in?
• Did they read your communications?
• Did they respond?
• Did they buy?
• Did they keep buying?
• Did they refer others?
• How profitable was their business?
• How does that compare other customers?
• Did they redeem their awards?

Channel Partners

• Did they opt in?
• Did they read the communications?
• Did they respond?
• Did they participate in your training or promotion programs?
• Did they engage in your incentive program?
• Did they sell more?
• Did they sell more profitable products or services?
• Did their salespeople or employees participate in the program?

Employees

• Did they opt in to participate in the program?
• Did they read the communications?
• Did they change their behaviors?
• Did they participate in training efforts?
• Did they redeem their awards? If so, for what?
• Did those who engaged remain more loyal?

Shareholders

• Did they opt in to receive shareholder information?
• Did they receive or respond to communications?
• Did they respond to specific offerings?
• Did they remain loyal shareholders?

Vendors

• Did they opt in to receive your vendor communications?
• Did they receive or respond to communications?
• Did they improve their services or offerings as a result of your communications?
• Did they increase their commitment to your company in terms of pricing and responsiveness?

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