Principles of Marketing (16th Edition)

Published by Prentice Hall
ISBN 10: 0-13379-502-0
ISBN 13: 978-0-13379-502-8

Chapter 1 - Marketing: Creating Customer Value and Engagement - Discussion Questions - Page 32: 1-4

Answer

Customer-engagement marketing is a process by which organizations encourage their customers to interact with and respond to them. In this process, customers are encouraged to share their experiences. This ultimately allows the organizations to build a business and brand that is tailored to their goals and desires. One brand that has had tremendous success with customer engagement is EB, an online trading company. The company has revealed that customer engagement and interaction is the key to their online success. The company values customer engagement, and uses customer feedback to cater to the needs of customers. EB caters to customers through excellent customer services, which includes live chats, friendly shipping options, and recommendations for products based on past purchases. These factors, in combination with one another, have led to EB's success, namely because each of these elements helps to boost customer satisfaction.

Work Step by Step

Customer-engagement marketing is a process by which organizations encourage their customers to interact with and respond to them. In this process, customers are encouraged to share their experiences. This ultimately allows the organizations to build a business and brand that is tailored to their goals and desires. One brand that has had tremendous success with customer engagement is EB, an online trading company. The company has revealed that customer engagement and interaction is the key to their online success. The company values customer engagement, and uses customer feedback to cater to the needs of customers. EB caters to customers through excellent customer services, which includes live chats, friendly shipping options, and recommendations for products based on past purchases. These factors, in combination with one another, have led to EB's success, namely because each of these elements helps to boost customer satisfaction.
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