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Customer Engagement (CE) refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. Unlike marketing terms such as ‘Positioning’, which was introduced by Al Ries & Jack Trout, the term ‘Customer Engagement’ (CE) has not been traced to a single source.[1] The first book about Customer Engagement was published in 2008 by UK web development agency cScape. Winners and Losers in a Troubled Economy How to Engage Customers Online to Gain Competitive Advantage (Winners and Losers in a Troubled Economy website) was written by cScape consultants Martyn Perks and Richard Sedley, in response to wide-spread concerns about the impact of a slow-down in the economy. Customer Engagement has been discussed widely online; hundreds of pages have been written, published, read and commented upon. Numerous high-profile conferences, seminars and roundtables have either had CE as a primary theme or included papers on the topic. [2] Customer Engagement marketing places conversions into a longer term, more strategic context and is premised on the understanding that a simple focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions (Customer engagement interview with Richard Sedley). CE aims at long-term engagement, encouraging customer loyalty and advocacy through word- of-mouth. In this sense “CE is the best measure of current and future performance” 2006 Annual Online CE Survey. Online Customer Engagement is qualitatively different from offline Customer Engagement 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 socialise in ways that cannot be replicated by any offline interactive medium. Customer Engagement marketing efforts that aim to create, stimulate or influence customer behaviour differ from the offline, one-way, marketing communications that marketers are familiar with. Although customer advocacy, for example, has always been a goal for marketers, the rise of online user generated content can take advocacy to another level.
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