Customer Engagement
Customer engagement refers to the ongoing interaction and relationship between a customer and a brand. It involves creating meaningful connections through various touchpoints such as social media, email, and in-person interactions. The goal is to build loyalty, trust, and long-term relationships by providing valuable and personalized experiences for customers.
6 Key excerpts on "Customer Engagement"
eBook - ePub- S.M.Riad Shams, Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos, Antonino Galati, S.M.Riad Shams, Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos, Antonino Galati(Authors)
- 2019(Publication Date)
- Routledge(Publisher)
...“Customer Engagement” or “consumer engagement” is described as a method to create, build and increase customer relations (Islam and Rahman, 2016). It is considered to have the ability to influence consumer satisfaction, customer loyalty, firm performance and firm value, and therefore, it is receiving increasing attention from scholars and marketing practitioners (Islam and Rahman, 2016). The concept of Customer Engagement has arisen in the marketing discipline and service literature only during the past decade (Brodie et al., 2013). Before the beginning of the study of this term in marketing, other academic disciplines, such as social sciences, management, organizational behavior and psychology, have provided a variety of definitions for engagement forms (Alvarez-Milán et al., 2018; Islam and Rahman, 2016; Brodie et al., 2013). However, the managerial interest in Customer Engagement has started increasing, and it is expected to continue to do so. Specifically, marketing practitioners pay close attention to the correlation between brand equity, sales and earnings from highly engaged consumers (Alvarez-Milán et al., 2018). For example, recent research on this area has indicated that truly engaged customers spend more on their transactions, shop more frequently and are more likely to recommend their brand (Alvarez-Milán et al., 2018). Also, marketing researchers highlight how Customer Engagement has the potential to achieve competitive benefits and create relationships with customers that are not solely based on monetary motives (Christofi et al., 2019a, 2019b; Alvarez-Milán et al., 2018; Christofi et al., 2018; Leonidou et al., 2018)...
eBook - ePubCustomer Engagement
Contemporary issues and challenges
- Roderick J. Brodie, Linda D. Hollebeek, Jodie Conduit, Roderick J. Brodie, Linda D. Hollebeek, Jodie Conduit(Authors)
- 2015(Publication Date)
- Routledge(Publisher)
...also Calder et al., 2009). Abdul-Ghani et al. (2010) Engagement Requires consumer connection (e.g. with media), and implies utilitarian, hedonic and social benefits that are the bases of [consumer] engagement with a specific consumer-to-consumer auction site. Vivek et al. (2012) Customer Engagement The intensity of an individual’s participation and connection with the organisation’s offerings and activities initiated by either the customer or the organisation. Higgins and Scholer (2009) Engagement A state of being involved, occupied, fully absorbed or engrossed in something (i.e. sustained attention), generating the consequences of a particular attraction or repulsion force. The more engaged individuals are to approach or repel a target, the more value is added to or subtracted from it. Bowden (2009) Customer Engagement A psychological process that models the underlying mechanisms by which customer loyalty forms for new customers of a service brand, as well as the mechanisms by which loyalty may be maintained for repeat purchase customers of a service brand. Patterson et al. (2006) Customer Engagement The level of a customer’s physical, cognitive and emotional presence in their relationship with a service organisation. Brodie et al. (2011) Customer Engagement A motivational state that occurs by virtue of interactive, co-creative customer experiences with a focal agent/object (e.g. a brand) in focal service relationships. As stated in the Introduction, a multi-stakeholder S-D logic/SET-informed perspective is adopted in this study. Specifically, SET posits, broadly, that customers will reciprocate positive thoughts, feelings and behaviours towards a specific individual (e.g. service employee) or object (e.g. a brand) upon receiving specific benefits from interacting with these (Blau, 1964 ; Pervan et al., 2009 ; Abdul-Ghani et al., 2010)...
eBook - ePubThe Customer Catalyst
How to Drive Sustainable Business Growth in the Customer Economy
- Chris Adlard, Daniel Bausor(Authors)
- 2019(Publication Date)
- Wiley(Publisher)
...‘These customer-led organisations understand that engagement is a long-term commitment, and they invest in both the programmes and the metrics to build and sustain real relationships based on understanding, service and shared value’. Strategic Customer Engagement programmes mobilise customer advocates through word-of-mouth to foster loyalty and customer-led brands. As a CEO in the Customer Economy, we encourage you to make the Customer Engagement programme a part of your strategic plan. By doing this, you will be able to differentiate as a customer-led organisation and generate profitable growth....
eBook - ePubCustomer Engagement in Theory and Practice
A Marketing Management Perspective
- Katarzyna Żyminkowska(Author)
- 2019(Publication Date)
- Palgrave Pivot(Publisher)
...© The Author(s) 2019 Katarzyna Żyminkowska Customer Engagement in Theory and Practice https://doi.org/10.1007/978-3-030-11677-4_3 Begin Abstract 3. Placing Customer Engagement Within Marketing Management Katarzyna Żyminkowska 1 (1) University of Bielsko-Biala, Bielsko-Biala, Poland Katarzyna Żyminkowska Abstract Placing the Customer Engagement in the marketing management field and exploring how it alters firm and customer perspectives on the value formation in marketing process, this chapter offers the comprehensive framework of CE management. From the firm standpoint, the formation of value proposition is not the exclusive domain of a company, because customer may actively attend this process. On the other hand, such an activism (engagement) may bring certain value to customer, may enhance customer perceived value. Therefore, Żyminkowska proposes the normative model of CE management that refers to both the firm perspective on value (i.e. the components of the CE management process, and CE benefits and risk for the firms) and consumer view on value (i.e. values or motives that drive Customer Engagement). Keywords Customer Engagement and value proposition Customer Engagement and customer perceived value Customer Engagement management process End Abstract The value for customer is a fundamental marketing category, included in its latest definitions approved by the American Marketing Association. According to the definition from 2004, marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (AMA 2007). According to the latest interpretation from 2007, approved in 2013 as well, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA 2018)...
eBook - ePub- Lisa Harris, Charles Dennis(Authors)
- 2007(Publication Date)
- Routledge(Publisher)
...6 CUSTOMER RELATIONSHIP MARKETING Introduction This chapter begins by discussing the importance of building effective relationships with the various stakeholder groups both internal and external to the business. It then focuses more specifically on how ebusiness can assist this process in terms of managing data for personalisation and loyalty building campaigns. Finally, the chapter examines how the technology allows customers to interact with each other in order to build communities of interest or resolve particular queries, hence raising their level of trust with the business concerned. Topics Covered in the Chapter Managing stakeholder relationships What is Customer Relationship Marketing (CRM)? Online CRM Loyalty programmes and personalisation Building online communities CRM challenges. Learning Objectives By the end of this chapter you should be able to: Discuss the relationship between internal marketing and customer relationship marketing. Explain the critical role of information in the implementation of effective relationship marketing strategies. Describe how the Internet permits relevant data to be acquired, stored, analysed and managed. Explain how the information derived from this data can be applied in order to build and sustain customer relationships. Recommended Reading Godin, S. (1999) Permission Marketing, New York: Simon and Schuster Kasanoff, B. (2001) Making It Personal: How to Profit from Personalisation without Invading Privacy, Chichester: Wiley Managing Stakeholder Relationships A key role of modern marketing is that of a management mindset implemented throughout an organisation rather than confined to a particular department. This viewpoint regards marketing as a guiding management philosophy or attitude of mind that puts the customer first, and it is commonly described as a ‘marketing orientation’...
eBook - ePubThe Retail Champion
10 Steps to Retail Success
- Clare Rayner(Author)
- 2012(Publication Date)
- Kogan Page(Publisher)
...Step Seven Customer Engagement Introduction Welcome to Step 7 – Customer Engagement. This is one step where a smaller retailer can really make their mark. It’s not an area which can be done that much better due to better systems, better technology or availability of finance. In this step you are able to compete on a level playing field with the major chains – so there are no excuses for not getting this absolutely right. In this chapter we’ll take a look once again at ‘being where your customers are’ – but unlike the perspective we took in the last step on multi-channel, this is about being where they are in the context of your brand visibility and findability. In this section we’ll highlight the importance of the internet, even if you don’t yet sell online. Next, I’ll walk through how I distil the whole concept of customer engage ment into four actions, which are cyclical, not linear. This cyclical approach, when undertaken effectively, can create a self-sustaining upward spiral. At the same time however, if done badly, it can have the reverse effect. These actions are: 1. Attraction 2. Conversion 3. Retention 4. Recommendation. The first three of which are entirely up to you as the retailer; the fourth you can encourage but is down to your customer. Success in the fourth action is really the result of you having been successful in actions one to three. Through this chapter I’ll be asking you to think about the following questions: D o you know what attracted your existing customers? D o you measure customer conversion rates through each of your channels? D o you have a process to increase customer retention and reward loyalty? Do you encourage happy customers to recommend your business to others? The honest answers should be used to create aspects of your action plan. At the end of this chapter you will better understand how to attract more of your ideal customer using relevant methods from traditional advertising and PR, to online marketing and social media...
