Defining Engagement Programs

November 20th, 2020

Lisa Nakano

With contributor:

Summary

Four program families make up the Forrester Campaign Framework: reputation, demand, engagement, and enablement. Engagement programs develop customer loyalty, gather insight from the existing customer base, generate advocacy, or drive adoption. Where possible, engagement programs should be connected to campaigns rather than executed in silos. Engagement programs are the lifeblood of long-term, mutually beneficial relationships between companies and their customers, facilitating renewal or repurchase, expansion, and advocate creation. This report defines engagement programs and demonstrate how they align with campaigns.

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