Introducing the Customer Engagement Cycle

Developed in association with Gistics

This Executive primer introduces the Engagement Cycle which is the technology driven process through which marketing can drive engagement life cycles with their customers based on an integrated marketing platform. It defines customer engagement, its phases, why it is important for the brand and what technologies are required to support it.

The primer explores the seven stages of engagement cycle and then outlines a 5 step maturity model for each core technology (e.g. multichannel Analytics, content management, messaging) in terms of what is required to achieve engagement cycle process maturity. Finally the paper discusses how mastery can be achieved and how a new class of digital services partner will be required to assist firms on this journey.

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