Customer Engagement

My job at Illumine is to make a career enablement platform for individuals. A part of this platform management includes (but is certainly not limited to) –

  • To ensure that users once they come on the website wont get overwhelmed by the enormity and complexity of the task at hand.
  • To make sure that the users keep on coming back to the site, in order to enable their careers. No, not like a Naukri.com or a Monster.com. They have their place in their own regards, but that place is in matching the job seekers to companies, and that’s it.

This is why it has to be different. The way the user will engage with the site will be different. In order to understand this “Customer Engagement” thing better, I decided to investigate this further.

It is how the user engages with the idea of the portal, and all the ambience surrounding it. Yes we know that, and we also know how to measure it. Often at times great businesses use Customer Engagement either as a marketing tool or as a metric to measure the success of an initiative.

All this gyaan was great, but it did not get me anywhere. I still had a design for the site to be made, and none of the literature around is talking about Customer Engagement as a Design driver , all of them are using it post execution to see the effects of an action/treatment. People talk about user centric design, is this similar to online CE? I am finding out!!

Today after a long discussion with our modelling team, I realized that to use CE as a design driver would mean to completely re-structure the portal that we are developing; and keeping the customer engagement at the center. I am sure that this concept is already there in all design paradigms, but then why do not I see this being practiced in real life?

Great products have this built-in them – iPod, WordPress, TCP/IP, GMail, Books, I could go on. That’s why their fundamental design has not changed much. The way the user engages with the product remains constant, what changes is the technology, the look and the price :-).

What do you think?

  • Awesome theme! :-)

  • Do you think you need a consultant to help you with your ‘Customer Engagement’? Yours Truly is more than happy to extend an arm. :-)

    • Actually I would have loved to take your help, but its an IP thing :-(, so no go there.

      Update – We finally nailed it :)