Customer Engagement - misunderstood?

Customer Engagement is growing in prominence. The recently published report by eConsultancy and cScape is testomony to this.....
see http//www.e-consultancy.com/publications/customer-engagement-report-2009/

To explain Customer Engagement, it may be easier to explain what is is not :

• It isn't CRM
• It isn't the technologies of Web 2.0
• It isn't customer service

Customer Engagement is a more holistic and architectural perspective on how customers engage with an organisation. It represents a cultural change within the organisation that places the needs of its cutomers at the centre of its activities. This is not achieved quickly. It is a transformational change that takes place over an extended period of time.