We created the Customer Engagement Framework to help organizations improve their Customer Engagement efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics. This framework was designed with Customer Engagement best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Customer Success, Sales & Account Management, Sales Operations, Demand Generation, Strategic Communications, Product Management and Customer Care.

1. TECHNOLOGY
Senior Management
ROLES
RESPONSIBILITIES
PROCESSES
TECHNOLOGY
CONTENT
METRICS
Revenue Accountability Customer Centric Strategy Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM CRM/Marketing Automation Visualization/Dashboard
Thought Leadership Blog Webinar Presentations Conference Keynotes
Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC)
Customer Success
Customer Engagement Strategy Customer Advocacy Identify Sales Opportunities
CX & On-boarding Customer Journey Mapping Customer Persona Creation
Personalization Platforms Advocacy & Loyalty Platforms Online Community Platforms
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS)
Sales/Account Mgmt.
Customer Acquisition Customer Retention Sales Opportunity Management
Sales Process Opportunity Management Contact Management
CRM VoC/Chat Sales Content Portal
Compensation Model TCO/ROI Calculators Sales Playbook
% Quota Achieved Renewal Rate, Revenue Opportunity Metrics
Sales Operations
Build Reports & Dashboards Monitor Sales Productivity Data Management
Sales Forecasting/Compensation Lead to Close Territory Management
New Features/Ideas for R&D Objection Responses Sales Scripts
Sales Qualified Leads Cost Per Lead (CPL) Cost of Acquisition (CAC)
CRM Proposal/CPQ Sales Content Portal
Demand Generation
Marketing Generated Pipeline Inbound/Outbound Marketing Omni-channel Marketing
Advertising/Sponsorship Lead Generation & Nurturing Tradeshows & Webinars
Marketing Automation/Email Online Community Platforms Social Media & Gamification
How-To Guides Research Reports Webinars
Campaign ROI, Conversion Rate Marketing Qualified Leads Contribution to Pipeline
Strategic Communications
Brand Strategy Website/Online Communities Social/Mobile Marketing Strategy
Marketing Budget
Agency Management
Communications Management
Personalization Platforms Advocacy & Loyalty Platforms Online Community Platforms
Posts, Tweets, Photos Forums, Chat, Comments Articles, Community News
Market Share, Profitability Brand Equity Content Usage
Product Management
New Product Development User Experience Technical Evaluations
Product Launch Win/Loss Analysis Competitive Analysis
Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Renewal/Repurchase Rate
eCommerce Product Management Systems Enterprise Feedback/Surveys
Customer Engagement Framework
Customer Care
Customer Insight/Feedback VoC – Peer Level Support Customer Satisfaction
Helpdesk (Phone Support) Case/Ticket (Email Support) Online Community Requests
New Features/Ideas for R&D Support Scripts FAQs, SLA
Avg. Time to Resolution
% Escalations to Tier 2
Net Promoter Score (NPS)
Customer Support, Twitter Enterprise Feedback/Surveys VoC/Chat