Business Magazine

6 Rules of Engagement

Posted on the 30 December 2011 by Maria Snyder @MariaConsulting


I recently read a blog post of Lauren Carlson , CRM Analyst of Software Advice. Her blog post was titled “Managing the Egosystem: 6 Rules of Engagement” and included an interview with Brian Solis.

Solis says based on a report named “Liminal, Customer Engagement in Transition” by Razorfish, customer behavior is being changed by social media, mobile media and smart phones where the individual has become the center of their experience.  Solis calls this (brilliantly) the Egosystem. “The Egosystem describes this new environment where people see themselves as the center of everything. Every interaction, with people and businesses alike, revolves around them. That kind of changes the dynamics and balance of the relationship.”

Social media is a fluid environment, it changes with interaction and moves with in the customers experience.  In the Egosystem the relationship is alive, customer needs are considered.

Six main Egosystem needs of the customer are:

  • Value
  • Efficiency
  • Trust
  • Consistency
  • Relevancy
  • Control
Lauren’s precise dissection of the six needs are simple.  Her advise is to follow these six needs, “invest in a solid engagement strategy because the only way for companies to truly succeed in the Egosystem is to understand these rules of engagement and use them to not only earn connections, but keep those connections alive and thriving”.


Keep your eyes open for Lauren’s future posts, she is spot on.  Thank you Lauren for interviewing Brian Solis and writing about the Egosystem.

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