“Customer Engagement” is a term demanding definition. Is it simply a synonym for “Customer Satisfaction? No, it goes to the heart of your customer relationship.

You may remember that, in Alice in Wonderland, Humpty Dumpty, in a fit of pique, claims that when he uses a word it means “exactly and only what he wants it to mean – no more and no less”. Psychologists tend, far too frequently in my opinion, to a similar attitude. They use “operational definitions” that they can, and often do, endow with an impoverished meaning.

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