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You are here: STEP trends | Economic | Customer Engagement

STEP trends | Economic 

Customer Engagement

Concept Customer Engagement (CE) refers to how customers engage with a company, a brand, or with one another with the initiative for engagement being either consumer- or company-led. Online CE is qualitatively different from offline CE as the nature of the customer’s interactions with a brand, company, and other customers differ on the Internet. Discussion forums or blogs, for example, are spaces where people can communicate and socialize in ways that cannot be replicated either offline or by any other interactive means. Trajectory Businesses are losing the power to dictate the communications agenda because: The fragmentation of media and audiences and the accompanying reduction of audience size have reduced the effectiveness of the traditional top-down, mass, ‘interrupt and repeat’ advertizing model People in the 18-26 age group are spending more time online than watching television. Consumers are increasingly speaking their minds with the power for circulation and permanence—businesses lose power. Brand loyalty decreases. Thanks to the Web, lower entry barriers and the geographical widening of markets have increased competition. With lower switching costs, easier access to information, increased choice, and commoditization, customer loyalty is hard to maintain.

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