The range of tools available to help your organisation and its brand build deeper levels of engagement with customers is expanding exponentially.
Organisations have access to everything from Google Analytics through to social listening tools, 4Q, Kampyle, OpinionLab, KISSinsights and Clicktools. Then there are the likes of SurveyMonkey that allow brands to ask questions and get feedback directly from the customer.
But before you start investing in such tools, you should first understand what it is you’re looking to achieve from the ever-elusive concept of ‘engagement’. A lot of brands talk engagement, but when you ask them how they define or measure this, it’s often highly superficial.