L8: Customer Engagement Flashcards
Customer Journey Model
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Rethink the marketing funnel
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What is costumer engagement (CE)?
Customer engagement encompasses customer’s volitional investments of their cognitive, emotional, and behavioral resources in interactions with some engagement object (e.g., brand, firm).
What is cognitive CE (Customer Engagement)?
Extent to which customers invest cognitive resources into the interaction with an engagement object. It is characterized by customers spending time thinking about the engagement object.
What is Emotional CE (Customer Engagement)?
Extent to which customers invest behavioral resources into the interaction with the engagement object. It is characterized by consumers’ enthusiasm about the engagement object.
What is behavioral CE (Customer Engagement)?
Extent to which customers invest behavioral resources into the interaction with the engagement object. Customers display different voluntary behaviors such as content contributions, ratings, sharing, commenting, and helping others
Customer’s voluntary contribution to its marketing functions, beyond a core, economic transaction –> Beyond purchase?
Yes
Cognitive and emotional engagement cannot directly add value to firm performance –> Cosutomers activities (behavioral engagement) are required
Yes
Customer engagement must enchance marketing outcome to be effective?
Yes
What does the three CE dimensions relate to?
On average, firms benefit from engaging customers. The three CE dimensions relate to actual purchase behaviors and intentions.
Meta-analytic framwork
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What does CE impacts?
Customer engagement directly impacts firm performance, behavioral intention, and wordof-mouth. Behavioral intentions mediate the effects of customer engagement on firm performance, making investments in customer engagement beneficial for companies.
Relationshop –> CE Creation –> Customer Engagement Contributions
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Owned social media –> Social Media Engagement + Sales
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Which two strategies within CE-marketing?
Task-based and experiential initiatives
Strategies within CE-marketing? Task-based initiatives?
Firm initiatives to motivate customers to complete a structured task and make voluntary contributions to marketing functions, beyond purchasing a product (Harmeling et al., 2017).
Strategies within CE-marketing: What is Experiential initiatives?
Experiential initiatives
Firm initiatives focusing on the generation of positive emotions to intrinsically motivate customers to contribute to marketing functions, beyond purchasing a product (Harmeling et al., 2017).
Type of interaction model
Meta-analytic model
Why are Task-based more effective than experiential initiatives?
Task-based initiatives are more effective than experiential initiatives, so managers should prioritize them. Managers also should realize the difficulty of triggering selftransformation in customers and thus exhibit caution when launching experimental initiatives.
WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Customer vs. firm-initiated interaction?
No effect arise, managers can employ either kind of initiate in relation to customer- or firminitiated interaction.
WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Continuous vs. spot interaction?
Task-based initiatives are more effective on platforms that support continuous interactions (customer learning); experimental initiatives gain importance on platforms that support spot interactions. Managers should assess whether the available platforms support spot or continuous interaction with customers.
WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Rich vs. lean interaction?
Task-based initiatives are more effective on platforms that support lean rather than rich interactions. Managers should assess different platforms in terms of available tools (e.g., sharing, liking, commenting) and message tools (e.g., video, audio, high-quality pictures).
Three stages of CE in Social Media
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What drives CE?
- Trust and Satisfaction Drive Customer Engagement:
Customer engagement is primarily influenced by trust and satisfaction. Building customer trust, possibly through increased transparency, is crucial for fostering engagement.
- Positive Emotions Impact Customer Engagement Directly:
Positive emotions have a direct impact on customer engagement, independent of trust and commitment. To enhance engagement, companies should focus on creating positive and pleasant experiences at touchpoints.
