For our team, we want to ensure we're touching our customers on a consistent basis, but we also want to be able to track their response/engagement separately. Here's the example:
- Last Touch Date: When's the last time we've touched a customer (sent them an email)
- Last Engagement Date: When's the last time we've received engagement/response from the customer
You can further build this out for the Key Contact OR Economic Buyer, etc. We feel we can send all of the emails we want to our customers around new features, value-added workflows, etc - but unless we're also getting engagement, then it could signal risk. On the other hand, we do have some/few customers who are ok with never engaging with us, unless they have a problem. In both of these situations, separating Touch and Engagement are incredibly important for understanding the account. Additionally, both of these separate dates should also help to influence the customer health.
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