The importance of engagement evaluation, part two

(bright music) - The whole point of engaging the customer, the CSM, is for the customers to get the help in the form of both advice, and at times, actual assistance that they need in order to obtain the outcomes that they were hoping for from the purchases of products and services that they've made. But of course, as we already know, whilst this is true in one sense, it's also not the entire story since, in fact, all of the above is essentially not the end in of itself, but rather a means to an end when regarded from the prospective of the CSM's company's senior executives. From their standpoint, CS is an investment from which they need to see a return. As a result, then, the CSM needs not just to be taking measurements and reporting to customers on the progress being made towards the attainments of each customers' outcomes, but also to be taking measurements and reporting to their own managers on the progress being…