Every brand manager and product manager in the world wants more loyal customers, right? Well if they can master the art of one-simple 6-letter word they would be well on their way to achieving their goals.

 Unknown ObjectThis seemingly innocuous or harmless word can be very harmful and quite damaging to a brand’s long term success if not done properly and consistently.The word is “engage” or “engagement” if you prefer. No matter what you call it interacting and engaging with your customers and prospects is the key to establishing, fostering and maintaining brand loyalty. However as know from a recent post, Engagement Is The Most Important Digital Challenge For Marketers… “According to a recent McKinsey quarterly report, having the ability to engage their customers and leverage those relationships is the number one digitally-related challenge facing marketers today.”

 In its findings from a recent report, the Top 12 Customer Loyalty Trends for 2012 - Loyalty 360, the loyalty marketer’s association made it perfectly clear that brand managers and product managers and all digital marketers better meet that challenge head on.