Selling to YOU!

Within the field of customer engagement there are multiple sales techniques, and each customer requires an individual approach since they all have different purchasing behaviour and different needs. For example, twenty minutes ago I was looking at plane tickets for a vacation next year. I searched for the cheapest tickets and within seconds I found …

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Liking, sharing and commenting towards marketing goals

Customer data management is fundamental to customer analytics. Due to social media, customer data is not scarce anymore, it is the opposite: there is information overload nowadays because of the social platforms (Peelen & Beltman, 2013). As stated in Lucy Fisher’s article (2017), many market researchers believe social media represents a more efficient form of …

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Negative life events in the airline industry: the importance of customer empathy

As mentioned in Customer Relationship Management by Peelen & Beltman (2013), it is beneficial for an organisation to consider what is relevant for them to use when it comes to the thoughts, actions and feelings of the customer. They need to understand the context. The Customer empathy map, devised my Osterwalder and Pigneur (2010) and …

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Giving, receiving and giving again by KLM

Organizations that implement customer engagement management strive to build a relationship with their customers that lasts a lifetime. It has been proven by Fornell and colleagues (2006) that organizations in the United States who invest in customer satisfaction will get higher market values and lower risk ratings. This means it is a high worth, low …

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