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Published in:
2016 | OriginalPaper | Chapter
From Customer Engagement to the Customer Journey: Understanding the Drivers of Engagement in B2C and B2B Environments
Authors : David Altounian, Rob Wiley, Victoria Woo, Scott Roberts
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
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Abstract
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.