Gartner Research

The Four Attributes of Customer Engagement

Published: 01 October 2013

ID: G00255618

Analyst(s): Michael Maoz , Patrick Stakenas , Jim Davies


Engaged customers are usually better advocates of the brand, are more loyal and more profitable. By understanding the underlying attributes, CRM leaders can improve their level of customer engagement.

Table Of Contents
  • Key Challenges



  • Increase Active Customer Engagement Through Social, Mobile, and Traditional Channel Alignment
  • Build Emotional Customer Engagement Through Transparency and Trust
  • Target Rational Customer Engagement Through Greater Customer Participation and Knowledge Availability
  • Gain Ethical Customer Engagement Through Demonstrated Commitment to Fairness With Employees, Partners, Customers and Community

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