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Six qualities define engagement – value, efficiency, trust, consistency, relevance and control. Which term do you think the market finds the easiest to implement and what term does it find the most difficult?
TIBCO Loyalty Lab developed this framework with Razorfish two years ago – and in the marketing industry today, the thesis and conclusion is now more important than ever.
Each of these terms relates to consumers’ attitudes toward or desire for their relationships with the brands with which they engage. But the bottom line is that each one can be easy at the surface, but increasingly subtle and challenging as best practice becomes the aspiration.
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