Sunday, July 16, 2006

Measure Engagement, Not Satisfaction

Using "engagement" to measure User Experience ...

"Molecular's user experience expert gives us five reasons why we should shift our collective focus toward engagement.

Satisfaction has long been considered the cornerstone for evaluating the strength of a company's relationship with its customers. After all, a satisfied customer should have no incentive to take their business elsewhere, right?

But what do we mean by satisfaction? Is it the process by which we meet a need or the effect of satiation that follows? This distinction can mean a world of difference. Engagement -- that is, attracting and engrossing customers -- is the measure that will determine the true value of a customer relationship."   continued ...   (Via iMedia Connection)

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