This edited collection identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. It explores how effective strategies can drive customer-centric product innovation, create a stable customer base, and build an emotional connection between the customer and firm.
As consumers seek a deeper connection with products, more and more firms are switching from goods to service-based models that provide a higher level of commitment to their customers, yet current customer engagement strategies are costly and their effectiveness is often unclear. This book will provide a synthesis of research on customer engagement through a collection of chapters from experts in the field to address this issue, and will appeal to academics, practitioners, consultants, and managers looking to shift to more engagement-focused marketing strategies.