Now that the new new year is in full swing and we are all back to work, the blogosphere is a awash with articles on anything and everything that is Web 2.0. Depending on whom you read, Web 2.0 has many different meanings. One of the main themes that I have pulled from many pundits is that this is the year that marketers really engage with their customers. Instead of this one way push conversation that has been going on for the better part of forever, this year large and small marketers alike realize that the only way to truly own their customers is by opening a two way conversation.

One of the questions that I am being asked by clients is where and how to start? As many of us know, when you are dealing with large companies with many levels, change does not happen quickly to say the least. Also, when you are talking about engagement marketing, there are definitely some trials and tribulations involved. In other words, companies do not want to take a chance of opening Pandora’s box.

An area where I believe is a must starting place for any company is to look internally. How are customers / clients being dealt with today by the employees? How is communication being handled whether through phone, email or fax? Are customers only being spoken with when there is a problem? Are you being proactive or reactive? To really properly engage with clients, it starts on the front line which is your employees. They need to be engaged and understand the vision to ensure that everyone is proceeding in the same direction.

I was sitting in a client meeting recently when a question was posed to a client, “If you were sitting down for Thanksgiving dinner and one of your relatives asked you to tell them about the company you work for, what would you say?” There was silence in the room while people searched for a response.

If it takes employees time to figure out how to define your company, what do you think your customers are saying?

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