This is an extract of our Customer Engagement document, which we sell as part of our Marketing Notes collection written by the top tier of Oxford University students.
The following is a more accessble plain text extract of the PDF sample above, taken from our Marketing Notes. Due to the challenges of extracting text from PDFs, it will have odd formatting:
Customer Engagement/Twitter Customer Engagement Is/is important because:
? Mollen and Wilson: Engagement is the outcome of repeated actions that strengthen the psychological, emotional or physical investment a customer has in a brand. Creation of loyalty beyond reason.
? CE behaviours got beyond transactions, may be specifically defined as customer's behavioural manifestations that have a brand/firm focus, beyond purchase, resulting from motivational drivers. High levels of satisfaction ? increased customer loyalty, intention to purchase
? ? in the movement to a customer centric organization, management of customer relationships should be a top priority.
? Verhoef et al: Ignoring non-transactional behaviours may create lost opportunities: pursuing growth through WOM, joint development of new products/services through cocreation, and could have detrimental effects like ratings on websites. Customer engagement as a process (Bowden)
? Formation of a state of calculative commitment for new customers - largely cognitive base for purchase. Undeveloped knowledge structures.
? Increased levels of involvement and trust for repeat purchase customers. Development of a more elaborate knowledge structure associated with the brand, different psychological frame of reference when evaluating.
? Development of affective commitment towards the service brand - emotional/holistic/aggregate judgement of the brand independent of functional/instrumental attributes, eventuates in a state of enduring brand loyalty.
? Price: appeal on an affective level by providing unexpected extras that may assist in the creation of delight - accelerates movement through process. Facilitated by trust.
? Need a proactive approach to managing the customer base to progress customers, maintain loyalty through relationship management approaches such as personalized service expectations, rapport with service staff, recognition. Twitter - big audience, range of users and uses.
? 302m monthly active users, 15m in UK.
? Case and King: 2007-2012 annual spending on enterprise social software $280m - $1.06bn.
? Lots of types of users - Gov agencies, corporations, celebrities, over half of Fortune 50 firms - and a range of uses: o Army - recruitment o K-Mart, Sears - customer service
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