Customer Engagement In Theory And Practice

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

In recent years there has been a weight of evidence suggesting that engagement has a significantly positive impact on productivity, performance and organisational advocacy, as well as individual wellbeing, and a significantly negative impact on intent to quit and absenteeism from the work place. This comprehensive new book is unique as it brings together, for the first time, psychological and critical HRM perspectives on engagement as well as their practical application. Employee Engagement in Theory and Practice will familiarise readers with the concepts and core themes that have been explored in research and their application in a business context via a set of carefully chosen and highly relevant original and case studies, some of which are co-authored by invited practitioners. Written in an accessible manner, this book will be essential reading for scholars in the field, students studying at both undergraduate and postgraduate levels, as well as practitioners interested in finding out more about the theoretical underpinnings of engagement alongside its practical application.

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

The success of organizational change in a world of increasing volatility is highly dependent on the advocacy of stakeholders. It is the link between strategic decision-making and effective execution, between individual motivation and product innovation, and between delighted customers and growing revenues. Only by engaging stakeholders does change have a chance to be successful. This book presents a coherent and practical view of how organizations might engender engagement with organizational change within their operational, tactical and strategic practices. It does this by providing a comprehensive review of the theoretical and empirical works on engagement and change from a variety of academic and practical perspectives. The academic research presented in this book is reinforced by research from consultancies as well as insights from practitioners that provide timely evidence. Ultimately the aim is to help raise awareness of the need to foster engagement with OC through a stakeholder perspective and how this can be done successfully within organizations across the globe. Employee Engagement for Organizational Change is a valuable textbook for advanced undergraduate and postgraduate students of organizational change, employee engagement, human resource management and leadership. Its balance of theory and practice also makes it a reliable resource for HR and organizational development practitioners.

In recent years, the concept of customer engagement has evolved as a powerful tool in the managerial toolkit of firms to incorporate a profitable approach to customer management. There is a pressing need for an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value framework. This book, Valuing Customer Engagement, is first of its kind on customer engagement that outlines the theory and methods of engaging customers profitably in business-to-consumer and business-to-business settings. Written by world-renowned scholar and thought leader V. Kumar, this seminal work book explains the definitions of the metrics within the CEV framework and analyzes ways to measure and maximize these metrics that can help in engaging customers profitably. Dr. Kumar also reveals the interrelationships between these metrics, i.e. how each metric impacts the other, with examples from all over the world. This updated edition introduces of Customer Valuation Theory as a way of quantifying direct and indirect engagement value while presenting newer applications and case studies. With practical examples of companies that have benefited by implementing these strategies, this guide is a must have for business executives who want to maximize companies profitability as well as students wanting to learn how to engage customers and build loyalty.

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.