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Customer Engagement |
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The process of engagement of a customer with a company is known as customer engagement. Customer engagement also means the engagement of a customer with a brand or even with each other. The customer engagement is either initiated by the company or by the consumer. The customer engagement medium can either be offline or online.
It is interesting to find that how and who invented the term customer engagement is not known clearly; but customer engagement has always been an important topic in marketing strategy. Customer engagement has been studied and discussed worldwide.
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Customer engagement is one of the best measures for future performance as well as current performances. Customer engagement encourages customer for long-term engagement through the loyalty of the customer.
As mentioned, customer engagement can be both online and offline. It is quite obvious that online customer engagement is quite different from offline engagement although the basic concept is same. The mode of interaction of customer with each other, with a brand or with the firm differ over the net. One such example of the mode of interaction over the Internet is various discussion groups more popularly known as blogs. Blogs are virtual places or communities where customers socialize and interact with each other. There is no such offline counterpart of it. Moreover in offline mode, the communication is often one way. Marketers always encourage for advocacy of the customers which is greatly achieved through the online mode of communication. The Internet has brought about a basic change in the behavior of the customers through online mode of customer engagement. The firms act according to the changes in the behavior of the customer. The online mode of customer engagement is also advantageous over the traditional offline mode of advertising.
Customer engagement is one of the important marketing strategies that allows you to sustain in the competitive market. Customers are encouraged to participate in various forums, frequently asked questions for customer service and discussion panels. With the advent of Internet and the broadband speed, customer engagement is practiced widely by various organizations across the globe. However the online mode of engagement varies qualitatively with the offline mode of customer engagement. Various marketing practices influence widely the customer engagement behavior.
Customer engagement broadly includes 4 main steps through which a firm can determine what is the feeling of the customer for the concerned product, his or her thinking related to the product and what is the desired final state. The four stages of CE include initiation, value creation, integration and intelligence. The interaction of an organization with a customer creates a bond and make the consumer feel valued. It also helps in repeat business and a life time relationship is established between the customer and the organization. Every steps taken by the organization in its marketing strategy reflects how it feels about its consumers and how they value customer-organization relationship.
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