How and Why to Get Customers Engaged -- Profitably, According to the Economist Intelligence Unit

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Customer engagement, not products, is critical to competitive differentiation in today's business climate. So says research by the Economist Intelligence Unit. They also point out that most companies lack the insights, strategies and tactics to effectively switch from selling products. Want to learn about the how and why of customer engagement? Catch the RSS Ray radio show ( on January 9, 2008 as RSS Ray interviews author, business strategy consultant and psychologist, John I. Todor, Ph.D.

"The key to customer engagement is to get customers involved emotionally and psychologically, and this goes way beyond getting their attention or delighting them. If you don't, be prepared to deal with indifferent customers who shop on the best trade-off between price and convenience," says John I. Todor, Ph.D. and author of Addicted Customers: How to Get Them Hooked on Your Company (

Catch the RSS Ray Show on January 9, 2008 when RSS Ray interviews Todor live to get his insights, strategies and tactics for customer engagement, including ways to use Web 2.0 or social media to build profitable customer relationships.

In his book, Todor lays out the psychological principles that lead to emotionally and psychologically compelling customer experiences. It spells out business strategies that put these principles into action, and gives examples of companies who are successfully putting them into practice.

RSS Ray says, "When I first met Dr. Todor, I was surprised and intrigued by his statement that Customers want engaging and trusting relationships with companies. They just don't trust or want what many companies are serving up. That's pretty provocative. In this interview I intend to find out why there is this disconnect and what companies can do about it."

According to Todor, three of the hot topics going into 2008 are Advocacy, Word-of-Mouth and Social Media. He adds, "For word-of-mouth to be effective and attract other high-value customers it must go beyond getting customers to say they will recommend your product. The customers must be advocates. First, most customers who say they will recommend don't actually do so. Second, advocates are successful evangelists because they are passionate and put the customer experience in a perspective that is meaningful to other customers. Advocacy comes from customers who are emotionally engaged."

Todor's position on Social Media or Web 2.0 is that it is a powerful vehicle for sharing meaningful customer experiences. Customers trust the opinions of their peers and increasingly rely on them to make purchase decisions and, critically, how to extract emotionally gratifying experiences. The impact of social media is very pronounced today and growing rapidly. Companies that don't learn how to harnesses it will find themselves increasingly commoditized and forced to compete on price.

The RSS Ray show is a one-hour Internet radio program that can be heard at The interview with John I. Todor, Ph.D. will take place live on January 9th at 10 am Pacific Standard Time. An on-demand or podcast version will be available after that date at

To learn more about John I. Todor, Ph.D.go to or download his recent article "Why Online Communities Matter."

John I. Todor, Ph.D. is the managing partner of The Whetstone Edge, LLC a consulting firm that applies research on human behavior to buyer-seller dynamics including customer loyalty, trust, retention, customer service, CRM, customer relationship management, customer experience management and marketing strategy. Customer care, acquisition, and client relationships are profoundly affected by the underlying psychological principles that lead to customer satisfaction, trust, loyalty, and long term, high lifetime value. They offer clients insights in how to use Web 2.0 technologies, social media and consumer-generated content to strengthen customer relationships. They offer workshops and consult on these topics.


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