There’s a lot of back and forth about the value of online “engagement” for businesses.
Do customers want more engagement with the businesses they frequent? Do they care about it? Does the word engagement actually mean anything at all? Or is it just another feel-good buzzword?
A recent article from Harvard Business Review asserts that customers don’t care much about interaction with businesses — instead they feel most engaged (and buy more) when they believe they share values with the company.