Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.

1. Follow this step-by-step guide to improve how customers engage with your company and
to enable your organization with a customer-centric approach to drive revenue.
CUSTOMER ENGAGEMENT PLAN
Playbook & Toolkit

2. Table of Contents CUSTOMER ENGAGEMENT PLAN
Introduction 06
Conclusion 27
About This Playbook 28
Initiative Preparation 08
11Journey Mapping
14Strategy Planning
18Technology Selection
21Engagement & Advocacy
25Measurement
STAGE
STAGE
STAGE
STAGE
STAGE
STAGE
1
2
3
4
5
6
Framework 03
Maturity Model 04

3. Strategy WorkbookBestPracticesReport
Online Community
Adoption Guide
Online Communities
Technology Overview
Roles Matrix
CRM Program
Maturity Assessment
CRM Program Plan
LeveragingPublic
CommunitiesWorkshop
Buying Process Stage
Content Mapping
Customer
Advocate Database
Customer
Satisfaction Survey
Post Project Evaluation
Online Communities
Benchmark Report
Journey Maps Guide:
Sales Playbooks
Journey Maps Guide:
Content Strategy
Social CRM Best
Practices Guide
Content Marketing
Plan
Maturity Model
Online Community
Readiness Assessment
Customer Engagement
Maturity Assessment
Customer Lifetime
Value Calculator
Metrics Dashboard
Customer Lifetime
Value How-to Guide
OnlineCommunityPlan
Customer
Engagement Map
ProjectPlan
BusinessCase
Benchmark Report
Engaging Users with
Gamification Guide
Advocacy & Loyalty
Technology Overview
Gamification
Technology Overview
Customer Journey
Mapping Research
Journey Maps Guide:
Campaign Conversion
ProgramBudget
Content & Buyer’s
Journey Report
Buyer Personas
Customer Satisfaction
Index Calculator
Importance of Social
CRM How-to Guide
Leverage the framework below to quickly
empower your organization’s customer engagement strategy.
CUSTOMER ENGAGEMENT
Framework
MEASURE6
Click the buttons below to access all related
training, tools, templates, and other resources.
Vendor RFPs
Vendor Matrices
Vendor Evaluations
TECHNOLOGY4 ADVOCATE51 PREPARE JOURNEY2 STRATEGY3

4. CUSTOMER ENGAGEMENT
Maturity Model
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No defined strategy or process for
Customer Engagement
Strategy is uncoordinated; Aware of
need to create a customer journey
experience; Projects are developed and
delivered ad hoc
Defined strategy and processes exist for
Customer Engagement across an Enter-
prise; Touch points are coordinated across
functions to meet customer expectations
Defined, integrated strategy for
Customer Engagement exists across an
Enterprise; Coordinated effort between
Marketing, Sales and Customer Care to
provide closed loop engagement
Leadership
Sees Customer Engagement as just
one part of traditional marketing, not
a focus
Views Customer Engagement as
important; Allocates budget & staff
resources to explore program and
campaign options to drive revenue
Views Customer Engagement as the
primary focus of marketing; Long-term
commitment to Customer Engagement;
Willing participant; Resources for growth
Views Customer Engagement as the
primary marketing focus; Organization
aligned around Customer Engagement
for sales and revenue impact
Tools &
Platforms
Utilizes comprehensive, end-to-end
system integration of all Customer
Engagement related platforms with
tight integration to Enterprise CRM, MA
and other legacy ERP systems
Development; Point tools for Email,
Content and Social Media Marketing;
No Online Community, Personalization
or Loyalty tools/applications
Platforms, applications and workflows
that perform specific functions have
been implemented for the buyer’s
journey and personas, but little coor-
dination across Sales, Marketing and
Customer Care exists
Tools and platforms for all customer
journey points, from problem identifi-
cation to advocacy development, have
been implemented; Maintain 360-degree
customer profiles and implement behav-
ioral targeting
Customer
Engagement

5. Alignment
Budget &
Staff
Metrics
General marketing budget without direct
allocation for Customer Experience or
Engagement; Staff is contracted or at
the Coordinator level only
Marketing and Sales operate in silos
No formal measurements in place
Analytics to monitor and track sales
success, such as % of Quota Achieved,
Renewal Rate, Revenue Opportunity
Metrics, Cost per Lead (CPL), etc.
Dashboard tracks relevant customer
care, demand generation, communica-
tion and sales metrics; Metrics include
# Marketing Qualified Leads (MQLs),
Avg. Resolution Time, % Escalations to
Tier 2 Customer Support
Enterprise-wide dashboard with visual
representation of user acquisition and
engagement by behavior, experience,
etc.; Metrics may include Customer
Satisfaction Index (CSI), Customer Life-
time Value (CLV), Net Promoter Score
(NPS), etc.
Budget allocated; Defined point roles
and responsibilities for Customer Expe-
rience or Engagement
Some Marketing, Sales and Customer
Care integration, but cross-functional
responsibility for sales and revenue
may not exist yet
Budget with business case to justify
spend; Dedicated marketing/sales roles
for Customer Engagement
Cross-functional integration across
Marketing, Sales and Customer Care, but
are not fully aligned
Budget connected to customer satis-
faction goals; Organization aligned
for maximum impact of Customer
Engagement
Fully aligned Marketing, Sales and
Customer Care with cross-functional
responsibility for sales, revenue and
profit growth
Customer
Engagement STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Customer
Success
Focused on creating a differentiated
customer experience and operational-
izing it through all marketing, sales and
customer care touch points, programs
and campaigns
Relies on traditional engagement
tactics like website landing pages
with limited content targeting; Lack
of customer journey; One-way dialog
from seller’s perspective
Understands need for creating buyer
journey and personas to better target
content; Has implemented point tactics
to improve conversion and close rates,
improve retention and reduce churn
Aligns programs and campaigns to consis-
tently deliver full Customer Engagement
to drive loyalty; Supports robust external &
internal online communities and advocacy
& loyalty programs
CUSTOMER ENGAGEMENT
Maturity Model

6. 6CUSTOMER ENGAGEMENT PLAN
1 2 3 4 5 6
Introduction
How to Use This Playbook
This playbook consists of six stages, each with a description of
steps and action items. Action items include using our premium
tools and templates. Our goal for your use of this playbook is to
help you:
Understand the shift from Customer Experience to
Customer Engagement objectives
Plan & Develop a Journey Map to improve how
customers engage with your company
Select & Implement the results of your program
and foster an environment of continuous relationship
Identify Advocates & Measure results to increase
brand awareness and drive revenue
Helpful Hint – If you need assistance implementing your Customer
Engagement strategy, contact Demand Metric to schedule a consult
with an experienced Analyst: email us at info@demandmetric.com
What Is Customer Engagement?
Demand Metric defines Customer Engagement (CE) as the
strategies, processes, technologies, and tools that enable
an organization to attract, gain, retain, and influence the
behavior of customers consistently and effectively across all
touch points throughout the lifetime of the customer’s rela-
tionship with the company.
Equally important, from the buyer’s point of view, Customer
Engagement is the buyer’s on-going connection to and growing
appreciation of the company’s brand, people, products, and
services through every interaction and touch point during the
lifetime of their relationship with the company.
Done well, Customer Engagement fosters a lifelong advocate
(think Apple) who embraces the company and brand beyond
any one product or service experience.
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

7. 7CUSTOMER ENGAGEMENT PLAN
Customer Experience v. Engagement
Demand Metric positions Customer Engagement as the evolution
of Customer Experience (CX) and its corollary Voice of the Customer
(VoC). This is based on the reality that companies cannot really
control the customer’s experience. They can influence it, but they
cannot control it. Numerous studies have shown that the buyer
completes from 55% to 75% of their purchasing decision journey
before they contact the company or sales rep.
That means marketers and customer success teams must be creative
in how they engage with potential customers. If customers aren’t
coming to the company, the company must actively reach out to
them with the right “touch” to create a connection for that point
of the journey. Every touch across the omni-channel is crucial. This
is why making Customer Engagement a corporate priority and not
simply a sales or customer-service issue is so important to revenue
success.
Stage 1 - Initiative Preparation
Stage 4 - Technology Selection
Customer Engagement Maturity Assessment
and Business Case
Customer Engagement System RFPs, Vendor
Evaluations, and Vendor Selection
Stage 2 - Journey Mapping
Stage 5 - Engagement & Advocacy
Customer Journey Map, Buyer Persona Template(s)
Touch Point Diagram, Customer Satisfaction Survey,
Customer Advocate Database
Stage 3 - Strategy Planning
Stage 6 - Measurement
Customer Engagement Strategy Scorecard,
Project Plan, Budget & Job Roles
Customer Satisfaction Index and Customer
Engagement Metrics Dashboard
Outputs from This Playbook
1 2 3 4 5 6
Introduction
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

8. Initiative Preparation
STAGE 1
CUSTOMER ENGAGEMENT PLAN
In Stage 1, you will focus your efforts around understanding your organization’s strengths and
weaknesses as relateds to Customer Engagement, documenting your goals and objectives, and
developing a business case to gain buy-in from senior management for this initiative.
Key steps in this stage include:
STEP 1: Understand Customer Engagement
STEP 2: Review the Levels of CE Maturity
STEP 3: Identify Your Organization’s Level of Maturity
STEP 4: Build a Business Case

9. 9CUSTOMER ENGAGEMENT PLAN
Introduction
Initiative
Preparation
1
Details the benefits of Customer Engagement
Describes the shift from CX to CE
Highlights vendor research for the five CE technologies
Orientation
Leadership
Tools & Platforms
Customer Success
Alignment
Budget & Staff
Metrics
Understand Customer Engagement Review the Levels of CE Maturity
STEP 1 STEP 2
Action Item Action Item
Read our Customer Engagement Best Practices Report
to learn about the practice area, obtain key insights for
program development and implementation, and review the
vendor landscape.
Review our Customer Engagement Maturity Model to learn
how Demand Metric defines four stages of maturity based on
the seven key components of Customer Engagement.
This Best Practices Report:
Also Download our Content & Buyer’s Journey Benchmark
Report to get relevant research on the customer’s journey.
The seven components of Customer Engagement are:
V I E W R E S O U R C E
CUSTOMER
ENGAGEMENT
Best Practices
Report
V I E W R E S O U R C E V I E W R E S O U R C E
2 3 4 5 6
Journey
Mapping
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

10. 10CUSTOMER ENGAGEMENT PLAN
Undefined
Progressive
Mature
World-Class
Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision-Making Criteria
Business Impact Analysis
Risk & Contingency Plans
Recommendation
Identify Your Organization’s Maturity Level Build a Business Case
STEP 3 STEP 4
Action Item Action Item
Complete our Customer Engagement Maturity Assessment
to understand where your organization falls on the four tiers of
Customer Engagement maturity.
Use our Customer Engagement Business Case to ensure
senior management that Customer Engagement initiatives
align with current business goals and objectives.
The four levels of maturity are defined as follows: Sections of your business case should include:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Initiative
Preparation
1
2 3 4 5 6
Journey
Mapping
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

11. Create Journey Map
STAGE 2
In Stage 2, you will learn more about how your customers engage with your organization. You
will identify the key buyer personas for your business and map out how each of those personas
interacts with your organization. Key activities for this stage include:
STEP 1: Review the Customer Engagement Map
STEP 2: Learn More About Journey Mapping
STEP 3: Create Journey Map
STEP 4: Identify Key Buyer Persona(s)
CUSTOMER ENGAGEMENT PLAN

12. 12CUSTOMER ENGAGEMENT PLAN
Introduction
2
Create
Journey Map
Developing Sales Playbooks from Journey Maps
Developing Content Strategy from Journey Maps
Improving Campaign Conversions with Journey Maps
Review the Customer Engagement Map Learn More About Journey Mapping
STEP 1 STEP 2
Action Item Action Item
Use our Customer Engagement Map to follow the buyer’s
journey from problem identification to brand advocacy and
which technologies work best at each stage of the journey.
In order to successfully complete Engagement/Journey
Maps for your organization, read our series of How-to
Guides (listed below) on the use cases and impact of
Journey Maps.
This map includes the following key touch points:
1. Problem Identification
2. Research
3. Technology Evaluation
4. Validation
5. Purchase/Acquisition
6. Implementation
7. Relationship Building
8. Benefit Assessment
9. Account Expansion
10.Advocacy & Loyalty
How-to Guides on Journey Mapping included in the Demand
Metric library are:
V I E W R E S O U R C E
DEVELOPING
SALES
PLAYBOOKS
FROM JOURNEY
MAPS
How-to Guide
V I E W R E S O U R C E
1 3 4 5 6
Initiative
Preparation
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

13. 13CUSTOMER ENGAGEMENT PLAN
STEP 3 STEP 4
Discovery/Research
Evaluation/Comparison
Decision/Purchase
Implementation
Support/Renew
Customer Profile Template
Buying Stage Process Template
Create Journey Map Identify Key Buyer Persona(s)
Action Item Action Item
Use our Customer Journey Map to identify typical
engagement touch points, which will enable you to align
buyer personas to their journey.
Use our Buyer Persona Template to define common char-
acteristics, buying behaviors, and pain points for each of
your target buyer personas.
Thistoolhelpsyoudefinethebuyingprocessatthefollowingstages: Other tools that may assist you in identifying your audience are as
follows:
V I E W R E S O U R C E S TA R T L E A R N I N G
Introduction
2
Create
Journey Map
1 3 4 5 6
Initiative
Preparation
Strategy
Planning
Technology
Selection
Engagement &
Advocacy
Measurement

14. Plan Your Strategy
STAGE 3
STEP 1: Understand the CE Framework
STEP 2: Create a Customer Engagement Strategy
STEP 3: Establish a Project Plan
STEP 4: Identify Budget Allocations
STEP 5: Define Roles & Responsibilities
In Stage 3, you plan out your Customer Engagement strategy, programs, and initiatives by learning the
important aspects of the Customer Engagement Framework and identifying key roles, responsibilities,
processes, technologies, content, and metrics. The key activities in this Stage are:
CUSTOMER ENGAGEMENT PLAN

15. 15CUSTOMER ENGAGEMENT PLAN
Roles
Responsibilities
Processes
Technology
Content
Metrics
Objectives
Programs & Initiatives
Metrics & KPIs
Timeframes and Goals
Goal Achievement Tracking
Understand the CE Framework Create a Customer Engagement Strategy
STEP 1 STEP 2
Action Item Action Item
Review our Customer Engagement Framework to learn
how all of the departments and components of an organiza-
tion come together to develop, coordinate and operate with
Customer Engagement best practices.
Use our Customer Engagement Strategy Workbook to
provide senior management with a one-page document that
clearly outlines your action plan for this project.
This framework defines Customer Engagement efforts across six
categories:
This document will also allow you to track your strategy progress
throughout the year. Key information to include in scorecard:
Introduction
Plan Your
Strategy
3
V I E W R E S O U R C EV I E W R E S O U R C EV I E W R E S O U R C E V I E W R E S O U R C E
1 2 4 5 6
Initiative
Preparation
Journey
Mapping
Technology
Selection
Engagement &
Advocacy
Measurement

16. 16CUSTOMER ENGAGEMENT PLAN
Project Overview
Description
Key Success Factors
Risk Identification
Technology, Implementation & Support
Staffing
Training & Education
Promotions & Marketing Campaigns
Content Development
Project Stakeholders
Communications Plan
Decision Rights
Approval
Establish a Project Plan Identify Budget Allocations
STEP 3 STEP 4
Action Item Action Item
Utilize our Customer Engagement Project Plan to
establish a clear scope, to identify decision rights, and to
secure executive sponsorship for the initiative.
Employ our Customer Engagement Budget Template to
track the overall costs for your Customer Engagement
programs, initiatives, staffing, and resources.
Sections of your project charter should include: The key components of this budget are:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Plan Your
Strategy
3
1 2 4 5 6
Initiative
Preparation
Journey
Mapping
Technology
Selection
Engagement &
Advocacy
Measurement

17. 17CUSTOMER ENGAGEMENT PLAN
VP, Customer Success
VP or Director of Customer Engagement
Customer Success Manager(s)
Define Roles & Responsibilities
STEP 5
Action Item
Use our Modern Marketing Department Structure
to assemble your Customer Engagement team. Our
Customer Engagement Framework can help you define
responsibilities by role.
Crucial job functions to consider for your Customer Engagement
team are:
V I E W R E S O U R C E
Introduction
Plan Your
Strategy
3
1 2 4 5 6
Initiative
Preparation
Journey
Mapping
Technology
Selection
Engagement &
Advocacy
Measurement

18. Technology Selection
STAGE 4
STEP 1: Read Demand Metric’s Vendor Research
STEP 2: Evaluate Vendors and Create a Short List
STEP 3: Submit RFPs to Short-Listed Vendors
STEP 4: Conduct Evaluations and Make Decisions
At this point, you have learned about Customer Engagement and developed Journey Maps and
strategies to properly interact with your audience. Now you will evaluate the technology landscape
in order to implement your strategic initiatives. This stage includes the following steps:
CUSTOMER ENGAGEMENT PLAN

19. 19CUSTOMER ENGAGEMENT PLAN
Introduction
Technology
Selection
4
Advocacy and Loyalty Technology Overview
Gamification Technology Overview
Online Communities Technology Overview
Advocacy and Loyalty Vendor Matrix
Gamification Vendor Matrix
Online Communities Vendor Matrix
Personalization Vendor Matrix
Voice of the Customer Vendor Matrix
Read Demand Metric’s Vendor Research Evaluate Vendors and Make a Short List
STEP 1 STEP 2
Action Item Action Item
Review the “Vendor Solutions” section of our Customer
Engagement Best Practices Report to learn about the tech-
nology landscape. This report covers all five technologies but
highlights Personalization and Voice of the Customer (VoC).
Use our series of Vendor Matrices (listed below) designed
specifically for Customer Engagement to evaluate the top
10-30vendorsforeachtechnologyplatform.Makeashortlist
of the vendors you will be considering for implementation.
For more information on the other three technologies, review the
following reports:
These matrices are as follows:
CUSTOMER
ENGAGEMENT
Best Practices
Report
V I E W R E S O U R C E V I E W R E S O U R C E
1 2 3 5 6
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Engagement &
Advocacy
Measurement

20. 20CUSTOMER ENGAGEMENT PLAN
Advocacy and Loyalty System RFP Template
Gamification System RFP Template
Online Community System RFP Template
Personalization System RFP Template
Voice of the Customer System RFP Template
Advocacy and Loyalty Vendor Evaluation
Gamification Vendor Evaluation
Online Community Vendor Evaluation
Personalization Vendor Evaluation
Voice of the Customer Vendor Evaluation
Submit RFPs to Short-Listed Vendors Conduct Evaluations & Make Decisions
STEP 3 STEP 4
Action Item Action Item
Use our series of System RFPs (listed below) designed
specifically for Customer Engagement to document your
requirements for each technology and to send your short-
listed vendors to receive more information on their solutions.
Use our series of Vendor Evaluations (listed below) designed
specifically for Customer Engagement to compare vendors
against one another based on up-to-date technology require-
ments.Afterthisexerciseiscomplete,decideonyoursolution(s).
These matrices are as follows: These matrices are as follows:
Introduction
Technology
Selection
4
1 2 3 5 6
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Engagement &
Advocacy
Measurement
V I E W R E S O U R C EV I E W R E S O U R C E

21. Engagement & Advocacy
STAGE 5
STEP 1: Build Long-lasting Relationships
STEP 2: Prove Product/Service Value
STEP 3: Expand Account Size and Partnership Duration
STEP 4: Identify & Track Brand Advocates
STEP 5: Engage Advocates & Request Referrals
Now that you have selected the technologies that will assist you with your Customer Engagement
programs, you can begin connecting with your prospects and customers. This stage will help you enhance
and track interactions as well as identify key advocates for your brand. In this Stage, you will:
CUSTOMER ENGAGEMENT PLAN

22. 22CUSTOMER ENGAGEMENT PLAN
Introduction
Engagement
& Advocacy
5
Sales Cycle Calls
Customer Success Calls
Email Campaigns
Social Media Contact
Online Community Interactions
Buying Process
Value Proposition
Products/Services
Strategic Direction
Customer Service & Support
Website/Customer Portal
Brand Preference
Build Long-lasting Relationships Prove Product/Service Value
STEP 1 STEP 2
Action Item Action Item
Download our Communications Touch Point Diagram to
ensure you plan your customer contact points strategically.
Each touch point is crucial in building a solid, long-lasting
relationship with each client.
Ensure your customers are getting the full value out of your
product/service by offering a Customer Satisfaction Survey
along with your planned Customer Success calls to get feed-
back.Usethedataobtainedtoenhancecustomerinteractions.
Touch points can include, but are not limited to: Use this survey to get feedback on the following elements of your
organization:
V I E W R E S O U R C E V I E W R E S O U R C E
1 2 3 4 6
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Measurement

23. 23CUSTOMER ENGAGEMENT PLAN
STEP 3 STEP 4
Account Scoring Template
Decision Maker Influencer Map
Key Account Analysis
Customer/Company Name
Demographics
Buyer Persona
Touch Point Discussions
Feedback & Referrals
Expand Account Size & Partnership Duration Identify & Track Brand Advocates
Action Item Action Item
Implement our Key Account Planning Tool to track the
progress on each of your important accounts. This tool
allows you to document important information on the client,
opportunity size, and action plans for growth.
While implementing your Advocacy & Loyalty platform to
identify your advocates, use our Customer Advocate Data-
base to track key information on these customers.
Other tools that may assist you with this step are: Other tools that may assist you with this step are:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Engagement
& Advocacy
5
1 2 3 4 6
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Measurement

24. 24CUSTOMER ENGAGEMENT PLAN
STEP 5
Generating pre-qualified leads
Gaining leads that will be hearing your praise from current
brand advocates
Driving profits from a new revenue stream
Engage Advocates & Request Referrals
Action Item
Once you have identified the most influential advocates in
your client base, use our Referral Partnership Agreement to
begin a referral relationship with them. By generating leads
from customers, you will create a new funnel of business.
Benefits of Referral Partnerships:
V I E W R E S O U R C E
Introduction
Engagement
& Advocacy
5
1 2 3 4 6
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Measurement

25. Measurement
STAGE 6
Now that you have executed your strategy, implemented technologies, begun engaging users, and
identified potential brand advocates, you can start to measure the results of your Customer Engagement
program. In this Stage, you will:
STEP 1: Calculate Key Customer Metrics
STEP 2: Measure Your Customer Engagement Program
CUSTOMER ENGAGEMENT PLAN

26. 26CUSTOMER ENGAGEMENT PLAN
Introduction
Measurement
6
# MQLs Created
SQLs v. MQLs
Avg. Deal Size
Renewal Rate
Cost Per Lead (CPL)
Customer Lifetime Value (CLV)
Net Promoter Score (NPS)
Customer Satisfaction Index (CSI)
Calculate Key Customer Metrics Measure Your CE Program
STEP 1 STEP 2
Action Item Action Item
Use our Customer Satisfaction Index Calculator to deter-
mine the CSI for your product(s), service(s), company, and/or
brand based on the responses to your Customer Satisfac-
tion Survey.
Use the Customer Engagement Metrics Dashboard
to track the Key Performance Indicators (KPIs) for your
program. Update this dashboard on a monthly basis to
generate high-quality graphs that will show your progress.
Use these two tools in conjunction to get an accurate CSI
analysis.
Other important metrics to consider for your Customer Engage-
ment program are the Net Promoter Score (NPS) and Customer
Lifetime Value (CLV).
Our Customer Lifetime Value Calculator is also available within
the Demand Metric library to help you complete the calcula-
tions for that specific metric.
Some of the key metrics we suggest analyzing are:
V I E W R E S O U R C E V I E W R E S O U R C E
1 2 3 4 5
Initiative
Preparation
Journey
Mapping
Strategy
Planning
Technology
Selection
Engagement &
Advocacy

27. Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
Customer Engagement program:
Create or audit your existing Customer Engagement strategy plan
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals
To learn more, contact Demand Metric: info@demandmetric.com
CUSTOMER ENGAGEMENT PLAN

28. About This Playbook
CUSTOMER ENGAGEMENT PLAN
Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com

29. © Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
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