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Customer engagement is an ongoing development of the relationship between a company and a client that goes far beyond the transaction. It's not a one-time operation or an event, but a system that shows value in every interaction with the user.

Now brands are not just selling goods and services, but are trying to provide a unique experience to the client. That includes involvement in various activities. It can be participation in loyalty programs, communication in social networks or content creation.

Engagement can be measured just like any other aspect of the brand-customer relationship. But in order to see the big picture, one metric is not enough. This will require a whole team. We have compiled five different metrics (customer experience metrics, business metrics, and social metrics) that companies often use to work with engagement.

YoHe - 5 essential customer engagement metrics Engagement can be measured just like any other aspect of the brand-customer relationship. But in order to see the big picture, one metric is not enough. This will require a whole team.

"We collected lots of feedback and did everything they asked us, but still they are unhappy!". Does this sound familiar to you? In this article we would like to talk about the most frustrating feedback-related problem: "We collected it. Now what?".

It is so hard to turn customer wants into needs, but there is always a solution. The main problem with these two terms is the lack of clear definition. So the concepts often overlap, leading companies off the right path before they can actually solve certain problems. However, it is not so difficult to separate one from another.

So let's see what we can do about it.

YoHe - How to convert customer wants into needs The main problem with wants and needs is the lack of clear definition. So the concepts often overlap, leading companies off the right path before they can actually solve certain problems. However, it is not so difficult to separate one from another.

What do you think are the three pillars of success for a B2B company? Sales? Definitely. It has been the main driver of business for long years. Marketing? Absolutely. This is main lead generator in any company.

The third one is much younger than sales and marketing, but it can work as effectively as they do. And it is Customer Success. Its' main goal is to take good care of the company's clients and deliver the best experience.

Find out more about Customer Success in our new article.

YoHe - Why Customer Success is the Third Driver of Business The culture of Customer Success is widespread in services related to IT. It is a long–term strategy of your company, the goal of which is to make every customer happy.