Will the "real" definition of Customer Engagement please stand up?

Theo Papadakis, customer engagement consultant at cScape, London, UK, provides an overview of customer engagement definitions where he begins with definitions of CE created by companies and then offers definitions from "individual thinkers".

While Theo and others define customer engagement as a concept, Interactive Softworks has developed software that enables customer engagement through direct and personalized multi-channel engagement; helping businesses and customers interact more effectively.

In spite of how one defines it, customer engagement should be about creating exceptional customer relationships through better business conversations and interactions, optimized business performance and improved customer acquisition, loyalty and retention campaigns.