From Customer Engagement to the Customer Journey: Understanding the Drivers of Engagement in B2C and B2B Environments

Engaging prospects, customers, clients, and past customers have become an area of increased interest for companies that engage in both consumer and business-focused sales and marketing. While customer engagement has become increasingly popularized by the technology sector and digital marketing efforts, engagement is necessary for traditional consumer-focused businesses and business-to-business endeavors. There are two related, but potentially different approaches to customer relationship development; the user engagement model and the customer journey model. This special session will address user engagement model research as well as customer journey research.