What is a present-day framework that explains the current engagement ecosystem, including insight into how social engagement can play an active role?

The so-called customer journey is no longer linear, but in fact, dynamic, and one in which the brand is more of a “responder-communicator,” not just an advertiser. This Customer Engagement Engine is the way we explain how consumers engage with brands, and unlike the Funnel, it is in perpetual motion. It is dynamic, and most importantly, it is no longer propelled by brands that advertise. It is a machine that is in constant motion, forcing companies and brands to no longer just push, but to listen and watch what customers are doing and saying. This model also explains how relevant engagement from friends, strangers or brands can propel more, and often more meaningful engagement. Finally, it is the active co-creating by customers that correlates with the greatest customer value.