Touge'15 - A Marketer's Drift
Customer Engagement
Touge'15 - A Marketer's Drift is the 3rd of the Marketing Conclave enunciated by Durgadevi Saraf Institute of Management Studies on 21 February,2015
In today’s highly dynamic and interactive business environment, the role of “customer engagement” in co-creating interactive customer experience and value is receiving widespread attention from business practitioners and academics alike. It is suggested that customer engagement represents a strategic imperative for generating enhanced corporate performance, including sales growth,superior competitive advantage and profitability. The rationale underlying these assertions is that engaged customers play a key role in viral marketing activity by providing referrals and/or recommendations for specific products, services and/or brands to others. Customer engagement describes as a customer's emotional or psychological attachment to a brand, product, or company.
CE just recognizes that in today’s 24×7 mobile world, customers want to communicate when, where and how they want; and most importantly CE recognizes that it is the customer who is driving the conversation. Why is it important for businesses to involve in customer engagement? Customer engagement centres on building upon the relations between a business and their existing consumer market along with establishing new, high-value customer relationships. The purpose of engaging with your customers and forming a connection is due to the fact that this aids in developing the value consumers have towards a business, which in return results in loyal, longer term customers that spend more money. Developing a loyal consumer fan base is also an important factor in terms of building a quality reputation and attaining further customers essentially through positive ‘word of mouth’.
In today’s highly dynamic and interactive business environment, the role of “customer engagement” in co-creating interactive customer experience and value is receiving widespread attention from business practitioners and academics alike. It is suggested that customer engagement represents a strategic imperative for generating enhanced corporate performance, including sales growth,superior competitive advantage and profitability. The rationale underlying these assertions is that engaged customers play a key role in viral marketing activity by providing referrals and/or recommendations for specific products, services and/or brands to others. Customer engagement describes as a customer's emotional or psychological attachment to a brand, product, or company.
CE just recognizes that in today’s 24×7 mobile world, customers want to communicate when, where and how they want; and most importantly CE recognizes that it is the customer who is driving the conversation. Why is it important for businesses to involve in customer engagement? Customer engagement centres on building upon the relations between a business and their existing consumer market along with establishing new, high-value customer relationships. The purpose of engaging with your customers and forming a connection is due to the fact that this aids in developing the value consumers have towards a business, which in return results in loyal, longer term customers that spend more money. Developing a loyal consumer fan base is also an important factor in terms of building a quality reputation and attaining further customers essentially through positive ‘word of mouth’.