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Translating Customer Engagement From Strategy To Action
This document discusses translating customer engagement strategies into actionable campaigns. It begins by introducing Customer Engagement Marketing (CEM) as an approach for employing strategic engagement practices and translating them into measurable campaigns. It then presents a customer engagement cycle and framework for understanding how customers progress through different stages. It discusses developing strategies to mature relationships through the different stages. Finally, it provides guidance on how to operationalize the engagement cycle by developing nurturing campaigns, including choosing an audience, theme, envisioning outcomes, and laying out a plan.
