Whether you look at it as customer satisfaction, loyalty or engagement, it is essential to translate your relationship with the customer into tangible results. This is especially true since any effort to appease the customer involves a cost — often huge — and customer-focused efforts are a cost centre in the short run.
Customer retention and engagement efforts cannot succeed without buy-in from the top management and other functions within the organisation. Outcome metrics should, hence, be quantifiable and linked to the mission and strategic focus of the organisation.