What Is a "fully engaged customer"? We here at The Customer Edge went ahead and asked the experts. Paul Greenberg, Nayaki Nayyar, Shep Hyken, Anneke Seley, Micah Solomon, Jamie Anderson, Dave Brock, Erin Raese, Brian Fanzo, Raluca Druta, Dr. Natalie Petuohoff all share their views. Read more in this accompanying blog post on The Customer Edge here: http://bit.ly/fullyengaged

1. 1© 2014 SAP SE or an SAP affiliate company. All rights reserved.
What is a fully engaged
customer?
Definitions from 12 experts.

2. Fully engaged
customers are
emotionally attached
and rationally loyal.
-GALLUP

3. Fully engaged customers are
those who interact through any or
as many of the digital and
physical channels offered by a
company they are loyal to.
Nayaki Nayyar, SVP
SAP Customer Engagement &
Commerce

4. The ongoing interactions between
company and customer, offered by
the company, chosen by the
customer.
Paul Greenberg
The 56 Group
Author of CRM at the Speed of
Light

5. Satisfied customers give you a rating.
Engaged customers connect at
another level, sometimes an
emotional level that can ultimately
lead to customer loyalty.
Shep Hyken
Customer Service Expert

6. A fully engaged customer is one
who's regularly proactively seeking
out your brand. The challenge for
brands is creating an environment
for people to proactively engage.
It's being there at the right time,
with the right messages, product
and offering, through the right
vehicles.
Erin Raese, COO & Editor-in-Chief
Loyalty360

7. A fully engaged customer is one
who has determined their current
state is unacceptable, that they
must change to achieve their
goals. Consequently, they are
actively engaged in the change
process—engaging others in the
company, suppliers, and customers
in defining, designing, and
implementing the change.
David Brock
Partners in Excellence

8. A fully engaged customer is
someone who doesn't remember
what you did for them or what you
said to them, but instead
remembers how you made them
"feel". This customer has moved
beyond loyalty, they are a fan – and
they actively advocate for you,
everywhere.
Jamie Anderson, SVP Marketing
Hybris, an SAP Company

9. Customer have the power today,
Engaged customers are those who
feel like their voice is heard, they
know the brand is listening and can
relate to the brands message as
well as their purpose.
Brian Fanzo
Social Change Evangelist
@isocialfanz

10. An engaged customer interacts with
your brand, tells others about your
brand, feels that you're
"my brand." As a result, engaged
customers buy more, are loyal, are
more open to line extensions, are
somewhat less price sensitive, and
are the best ambassadors a brand
can have.
Micah Solomon
Customer Experience Consultant

11. A fully engaged customer is one
that goes beyond the “Like” and is
participating with the brand,
advocating for it, referring it to
others and has the potential to
become a lifetime customer.
Dr. Natalie Petouhoff – VP and
Principal Analyst, Constellation
Research

12. When a customer purchases a
product or service from a company,
he or she expects a finite thing with
a defined utility; to prevent
disappointment, vendors should
not promise more than can be
delivered. An engaged customer is
also a respected customer—
businesses must understand to
what extent each customer wants
to share personal information.
Raluca Druta – Research Analyst,
Technology Evaluation Centers

13. A fully engaged customer is
someone who trusts (and
maybe even likes!) you…and
believes connecting with you is
valuable.
Anneke Seley
Founder and CEO,
Reality Works Group

14. Thank you!
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