The concept of customer engagement has evolved as a powerful tool for building a profitable approach to customer management. Profitable Customer Engagement is an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value (CEV) framework. It is a first-of-its-kind book that outlines the methods of engaging customers profitably in business-to-consumer as well as business-to-business settings. The book offers firms with definitions of the metrics within the CEV framework, and the ways to measure and maximize these metrics that can help in engaging customers profitably. The interrelationships between these metrics, i.e., how each metric impacts the other, are also explained in detail with real-life examples.
List of Illustrations
List of Abbreviations
Foreword : From a Thought Leader by David J. Reibstein
Foreword : From a Business Leader by J. Patrick Bewley
Introduction to Customer Engagement
Metrics for Engaging Customers
Brand: “Is That What You Think of Me?”
Valuing Customer Contributions: The Future Looks Green!
Linking Brand Value to Customer Value
Customer Influence Value: Really! Where Did You Hear That?
Please Help Us Help You …
Managing Customers in a Multi-dimensional World
About the Author