Advantages Of Customer Engagement

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“Customer engagement consists of both rational loyalty (includes overall satisfaction, intent to repurchase, and intent to recommend) and emotional attachment (including confidence in a brand, belief in its integrity, pride in the brand, and passion for it)” (Appelbaum, 2001).
Foley (2006) also defined customer engagement, as “a multidimensional concept, even a multidimensional process, with the end result defined as consumer connection in terms of cognitive, behavioral, emotional, and aspirational facets”.

Laborie (2006) also explained customer engagement as a consumer attitude resulting from a communication about a specific product, service, brand or a product category delivered through an appropriate communication channel (e.g., mass …show more content…

Neff (2007) suggested that within successful dynamic business environments, customer engagement is an essential and strategic component for enhancing the organizational performance and increasing sales growth. Sedley (2008) also added superior competitive advantage in addition to profitability (Voyles, 2007) to the advantages of strategic customer engagement.

Highly engaged customers make frequent purchases, which increases the customer value over time and in the same time decreases the cost of acquiring new customers. They also play an important role in giving valuable feedback to manufacturers and distributers, which is reflected on improving the quality of products or services. In addition, they are less likely to make public complains about unsatisfactory experiences and they tend to resolve any complaints directly with the company. Through their recommendations to friends or family members especially when it comes to viral marketing campaigns, they help encouraging new customers to be regular purchasers as they promote trust in brands, products, services or even organizations acting like unofficial brand advocates. Therefore, they also play a fundamental …show more content…

But nowadays with a huge number of products and communication channels and also a huge number of competing firms trying to grab the attention of customers with a wide range of advertisements and promotions, customer engagement is all about differentiation and creation of emotional relationships that will develop unofficial advocates and spread word of mouth driving future sales and growth.
The first step towards positive customer engagement in FMCG market is getting to know customers needs in order to target the right customer group with the right marketing message and the appropriate marketing campaign. The direct approach to customer needs will help to create emotional experiences, which will result in repetitive purchasing actions (Magneto, 2013).
As a result of the recent technological advance, customers can easily compare different products and post reviews through Internet and social media and they can also be affected with competitors’ activities and promotions. Therefore, it’s always important to combine their needs satisfaction with positive shopping experience and excellent customer

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