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Who’s responsible for engagement? – a strategic issue in any organisation. In this video Don Peppers discusses the two main organisation challenges related to this:
1. If its really about the organization becoming customer centric because the customer is important to every part of the business, then should the person responsibility for the overall profitability of a specific customer own the customer engagement?. But do they exist?
2. In the new world of the socialisation of your brand, as a marketer one cannot CONTROL and MANAGE all aspects of ones brand anymore. Now the customer has more control through the conversations taking place online. Therefore you need engaged employees in place, listening and then having the conversations with customers be that in the call centre or on social media platforms, who have the authority to act and service the customer. But do they exist?
[...] This post was mentioned on Twitter by Michelle Taylor, Hayo Baas. Hayo Baas said: RT @Bob_Barker: Hear from @donpeppers on #Engaging Times video blog discussing operationalising customer engagement – http://bit.ly/hJDRCD [...]