140Engagement
This measures the level of interaction between your brand and its audience, highlighting the importance of creating strong customer relationships.
The statement
The knowledge of your customers’ ENGAGEMENT is helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Is the knowledge of your customers' ENGAGEMENT helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 141 | Measure | You have the right tools & systems at your disposal for measuring the engagement of your customer. |
| 142 | Detractors | The level of detractors amongst your customers is helping you achieve your goals. |
| 143 | Promoters | The level of promoters amongst your customers is helping you achieve your goals. |
| 145 | Sustainability Sustainability Zoom | You understand the role of sustainability in customer engagement and have aligned your strategies accordingly. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Not among its ten role slots | |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Fatal Brake (F) | ≥ +2 |
| A4 | Stagnant Leader | Primary Accelerator (P) | ≥ +2 |
| A5 | Pivot Pioneer | Not among its ten role slots | |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Primary Accelerator (P) | ≥ +2 |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Not among its ten role slots |
The role comes from the posture, not from the dimension: 140 Engagement holds a role in 3 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.