Overview of Customer Engagement

This chapter begins with the introduction of the concept of customer engagement. It provides the background and context necessary to understand customer engagement. Further, it discusses the importance of why businesses engage with customers. Then, the thought process behind valuing customer engagement is presented. Here, the need to value customer engagement and customer engagement approach to enhance profitability is introduced and discussed. This chapter advances in particular that to ascertain the value added by the engagement efforts, companies should identify, understand, and manage not only individual customers’ purchase behavior but also attitudes. In this regard, this chapter introduces the concept of customer engagement value (CEV) which is a set of values provided by customers who value the brand and contribute to the firm through purchase and non-purchase behavior.