Profitable Customer Engagement: Concept, Metrics and by V. Kumar

By V. Kumar

The proposal of shopper engagement has advanced as a robust device for development a ecocnomic method of shopper administration. ecocnomic consumer Engagement is an authoritative publication that communicates the basics of ecocnomic purchaser engagement by way of providing a client engagement worth (CEV) framework. it's a first-of-its-kind ebook that outlines the equipment of enticing consumers profitably in business-to-consumer in addition to business-to-business settings. The ebook bargains corporations with definitions of the metrics in the CEV framework, and the how you can degree and maximize those metrics that may assist in enticing consumers profitably. The interrelationships among those metrics, i.e., how every one metric affects the opposite, also are defined intimately with real-life examples.

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Additional info for Profitable Customer Engagement: Concept, Metrics and Strategies

Sample text

Are referrals the only way current customers can engage and influence potential customers? What about situations when there are no company-sponsored referral programs? Do customers stop talking about the brand within their close network of people? Obviously, customers talk about the good and the bad aspects of their experience with the brand, even if there are no incentivized referral programs. Today, customers influence each other via various social media platforms. , have increased dramatically in recent years.

New developments and upgrades are released every year to continue the customer buying experience. Track purchase history, observe what customers are buying, and determine how to adjust marketing and product mix to spur continued purchases. Cellairis is an international producer of cell phone accessories. com/justinbieber-iphone-case) that largely expanded their business. Understand customer behaviors and their specific purchase triggers that will help optimize the marketing mix. Blendtec’s “Will It Blend” videos on YouTube grabbed consumer attention.

In other words, companies must not stop with encouraging customers to buy more intensively over time. They should also encourage their customers to refer more customers to buy products/services from the firm, talk to (and in the process, influence) other customers and prospects to transact with the firm, and exchange information (in the form of customer feedback) with the firm. Companies should bear in mind that the customer perceptions drive each of these abovementioned activities and hence companies should take necessary actions to create a positive brand image of themselves in the customers’ mind.

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