A new white paper proposes that engagement is the new battleground for business and shows how the principles are already being applied in leading companies.
The paper, entitled 'Engagement: The New Competitive Advantage', by Peppers & Rogers Group and Allegiance, provides an enhanced understanding of engagement, a recognition of why it is so critical today, a realisation that it can be measured and managed, knowledge of what drives it, and an appreciation of its multi-faceted impact on the business.
Speed of business increasing
According to Don Peppers, the speed of business and of technology has increased dramatically in recent years. Its difficult for a company to maintain a marketplace lead through product innovations for long, since products are perceived by customers as commodities with increasing rapidity. In contrast to these and other short-lived business advantages, engagement is a much more durable asset. Written for senior business leaders, the paper:
- Documents why engagement is today's top business imperative;
- Describes the practical realities of engagement;
- Lists engagement best practices, tips and techniques.
If the new strategy for business is enhancing employee and customer engagement, then the tactical weapons must be pragmatic, says Chris Cottle, VP of corporate marketing for Allegiance. It is not enough to conceptually understand what needs to be done: businesses must be provided with concrete and specific guidance. The paper details specific actions that companies can take to increase engagement with both customers and employees and shows them how it directly impacts revenues and profits.
Allegiance's Engage platform combines feedback management, both solicited and unsolicited, with attitudinal data to measure and increase engagement, which is the emotional connection to a company or brand, and correlates customer and employee loyalty and engagement to help predict future outcomes and increase business growth.
The white paper has been made available for download from Allegiance's web site - click here.