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Customer Engagement Framework


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We created the Customer Engagement Framework to help organizations improve their Customer Engagement efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.

This framework was designed with Customer Engagement best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Customer Success, Sales & Account Management, Sales Operations, Demand Generation, Strategic Communications, Product Management and Customer Care.

Customer Engagement Framework

  1. 1. TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Customer Centric Strategy Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM CRM/Marketing Automation Visualization/Dashboard Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Customer Success Customer Engagement Strategy Customer Advocacy Identify Sales Opportunities CX & On-boarding Customer Journey Mapping Customer Persona Creation Personalization Platforms Advocacy & Loyalty Platforms Online Community Platforms Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Sales/Account Mgmt. Customer Acquisition Customer Retention Sales Opportunity Management Sales Process Opportunity Management Contact Management CRM VoC/Chat Sales Content Portal Compensation Model TCO/ROI Calculators Sales Playbook % Quota Achieved Renewal Rate, Revenue Opportunity Metrics Sales Operations Build Reports & Dashboards Monitor Sales Productivity Data Management Sales Forecasting/Compensation Lead to Close Territory Management New Features/Ideas for R&D Objection Responses Sales Scripts Sales Qualified Leads Cost Per Lead (CPL) Cost of Acquisition (CAC) CRM Proposal/CPQ Sales Content Portal Demand Generation Marketing Generated Pipeline Inbound/Outbound Marketing Omni-channel Marketing Advertising/Sponsorship Lead Generation & Nurturing Tradeshows & Webinars Marketing Automation/Email Online Community Platforms Social Media & Gamification How-To Guides Research Reports Webinars Campaign ROI, Conversion Rate Marketing Qualified Leads Contribution to Pipeline Strategic Communications Brand Strategy Website/Online Communities Social/Mobile Marketing Strategy Marketing Budget Agency Management Communications Management Personalization Platforms Advocacy & Loyalty Platforms Online Community Platforms Posts, Tweets, Photos Forums, Chat, Comments Articles, Community News Market Share, Profitability Brand Equity Content Usage Product Management New Product Development User Experience Technical Evaluations Product Launch Win/Loss Analysis Competitive Analysis Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Avg. Revenue Per User Avg. Order Value Renewal/Repurchase Rate eCommerce Product Management Systems Enterprise Feedback/Surveys Customer Engagement Framework Customer Care Customer Insight/Feedback VoC – Peer Level Support Customer Satisfaction Helpdesk (Phone Support) Case/Ticket (Email Support) Online Community Requests New Features/Ideas for R&D Support Scripts FAQs, SLA Avg. Time to Resolution % Escalations to Tier 2 Net Promoter Score (NPS) Customer Support, Twitter Enterprise Feedback/Surveys VoC/Chat