Engaging with Customers in a Multi-dimensional World

This chapter discusses how to prioritize the management of the metrics discussed in the CEV framework. Although not impossible, it is very rare that all of the components that make up the CEV framework can be maximized simultaneously; however, some of the metrics can be managed simultaneously. This chapter identifies those possibilities. Particularly, this chapter contends that the choice of metric has everything to do with the type of business implementing the framework. The infrastructure, product range/suite, and category, as well as the market/competitive environment, are the deciding factors for which metric to prioritize for maximization. Additionally, this chapter presents subsequent developments to the customer engagement concept by discussing topics such as customer engagement theory, customer engagement in service, global customer engagement, and employee engagement.