Column 11 · Relationships and Customer Equity · Era 6, Engagement and Networks (2010s)
Customer Engagement
Inputs: resources and assets · Landmark · Cluster IV, Customer and Brand Assets
Description
van Doorn et al. defined customer engagement behaviors as behavioral manifestations toward a brand or firm beyond purchase, and Brodie et al. developed customer engagement as a psychological state that arises in interactive, cocreative customer experiences.
Managerial Implications
Customers contribute value beyond purchase: through referrals, reviews, content, feedback, and helping other customers. Engagement behaviors can be positive or negative, and they are driven by customer motives and by what the firm enables. Managers should measure engagement as a separate asset from sales, make contribution easy and recognized, and monitor negative engagement, because an engaged critic reaches more people than a satisfied silent customer.