Customer engagement level

Another interesting day of presentation. Lessons from todays' presentation can be summarised as follows:
1. There is a measure of customer engagement level as presented by Masoud and Azam. According to a research done, Starbucks is number one in terms of presence and engagement. It would be interesting to investigate the measures used in the rankings.
2. In customer engagement, customer plays or assumes the role as resource (for ideas), co-developer and users of products/services. It is interesting to note that companies such as Nike and Starbucks has evolved into those that are interested in their customers expereince while using their products (customers as users). These companies are said to be interested in the "value in use" of their products. This is different form companies that might use customers as sources of ideas and co-developers but will 'leave' their customers once their products are sold at the point of exchange.
3. It is also interesting to note that research is part and parcel of Nike+ website. The DART model was used in designing the features and content of the website so as to maximize value in use.
4. We can also see that companies are at varying degrees of cuctomer engagement. It would be interesting to conduct a local study to see the level of engagement these local companies are at. Maybe we can develop the similar rankings as those developed by Engagementdb.com (refer to Masoud and Azam's and Denny's presentation)