This document discusses the concept of engagement as it relates to marketing and customer relationships. Engagement is defined as getting customers involved with a brand through their actions and influence of others, rather than just transactions. This moves beyond traditional loyalty to foster a more holistic understanding of customers. The document suggests engagement involves turning prospects into advocates by enhancing brand ideas with surrounding context. It notes engagement recognizes value from both transactions and actions people take to influence others. Effective engagement involves using technologies to get what is needed from others in a community, rather than just traditional institutions.

8. Groundswell
SNS
"A social trend in which people use technologies
to get the things they need from each other,
rather than from traditional institutions like
corporations."
Groundswell

9. Eng agement ?

10. Eng agement?
1 a formal agreement to get married.
2 being involved with somebocy/
something in an attempt to understand
them/it

11. Eng agement?
Loyalty En gagement

12. Mar. 2006
Engagement is turning on a
prospect to a brand idea enhanced by
the surrounding context.
2005
GRP

13. Eng agement?
Engagement: by Brian Haven
Using engagement, you get a more holistic appreciation of
your customers' actions, recognizing that value comes not
just from transactions but also from actions people take to
influence others.
Forrester Research - Emerging Trends

14. Eng agement?

15. Eng agement?
Loyalty Eng agement
Brain washing Public Relation

16. Eng agement?

17. Eng agement?

18. Eng agement?

19. Eng agement?

20. Eng agement?

21. Eng agement?

22. How?

29. Unkown Aware Conversation Customer Advocate

43. CRM Engagement
Customer Service Roles All Employees
All Employees
Representatives Engage
Engage
Process-Centric Function Conversation-
Conversation-
Centric
Centric
Contact Community
Community
Approach
Management Management
Management

47. loftwork.com
15,000
Creators

48. loftwork.com
Ver.7
15,000
Creators

49. loftwork.jp

50. Creative Project Management

51. PMBOK

52. PMBOK

53. Platform
CMS

54. CONTENTS

56. Eng agement?

58. Thank you
Mitsuhiro Suwa