To Measure Customer Engagement or Customer Disengagement? That Is The Question

The new Social CRM frameworks being bandied about are talking about customer engagement models under the premise (in some cases) that this is an outside-in, customer-centric strategy — not a toolset. But is it? I’m going to suggest that in most cases, it won’t be. If 95% of the businesses today our inside-out, what makes anyone believe social monitoring tools will drive an outside-in cultural change anymore than CRM did?

In this light, I read a recent post by Mark Tamis which he wrote after reading about data-driven marketing in a book by Jim Novo, called Drilling Down. Mark quickly reconciled the “you must engage” rhetoric of Social CRM to the pragmatic logic of relationship marketers who are always held to account on the dollars they spend. For them, measuring disengagement is critical to their success. Why disengagement? Because that’s where value is lost as opposed to exists.

But, let me use the words of Jim Novo — who responded to the post.

If I could make a suggestion, taking a cue…