Customer Engagement

Creating a profit through customer engagement

Customer engagement (CE) is a

‘deeper, more meaningful connection between the company and the customer.’

It is a psychological state that is the result of interactive, co creative customer experiences with a brand or organisation and is connected to feelings of trust and loyalty. The number of channels by which organizations interact with their customers has grown significantly over the last few years. It is important to know how to use these channels to build a relationship with your customers. Companies try to manage the relationships with their customers in such a way that they get the most profit out of each relationship. This profit can be realised either directly or indirectly through positive ‘word of mouth’. The more ‘engaged’ the customer is, the likelier he is to buy more and give referrals. Customer Engagement Management plays a central role in the success of organisations in tourism.

Photo credits: Lisa @ Sierra Tierra used under cc 2.0

Published by

Marjolein Visser RM

Marjolein Visser is marketing consultant, interim manager, author and lecturer at several master and bachelor programmes.

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