Lean Customer Engagement

There is a significantly high percentage of start-ups that fail every year, due to reasons like misallocation of funds or misinterpretation of what activities add value to the firm, or lack of knowledge of the customers’ needs and wants. In this book, Lean Customer Engagement, the author, Shil Niyogi, a senior director of product engineering at a healthcare firm in Chicago, provides a guideline for entrepreneurs which can help them to succeed. He acknowledges the role of customer engagement as a means to interact and have a prolong relationship with the customers. He emphasizes that in the era, when businesses are operating in the ‘Age of the Customer’, customer engagement plays a pivotal role in bringing success to any business. An entrepreneur needs to have an understanding of the market and what is valued by the customers. The author has developed a 4E framework that describes the four types of engagement components that happens between an entrepreneur and the customers, namely, Educate, Enable, Effect and Engage.