Assessing Customer Interaction Levels

Requirements Clarification & Assessment

Clarifying Questions:

• What is the goal of measuring customer engagement and disengagement?
  • Is it to increase user retention, enhance user experience, or improve conversion rates?
• Which platform or product are we focusing on?
  • Are we evaluating engagement on a mobile app (iOS or Android), a web application, or across multiple platforms?
• Who are the customers?
  • Are they end consumers, merchants, or service providers?
• What defines engagement and disengagement in this context?
  • Is engagement characterized by frequent logins, purchases, or social sharing, while disengagement is marked by inactivity or churn?

Assumptions:

• Engagement involves meaningful user interactions with the platform over a period.
• Disengagement is characterized by a reduction or cessation of these interactions.
• Metrics will be used to measure success and guide future improvements.
• The primary focus is likely on consumer engagement.

Success Metrics:

• Increase in monthly active users (MAU) or daily active users (DAU).
• Growth in conversion rates from visits to purchases.
• Reduction in churn rates.

Guardrail Metrics:

• Ensure that engagement metrics do not decrease from the previous year.
• Maintain or improve user satisfaction scores.