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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.
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- From Customer Engagement to the Customer Journey: Understanding the Drivers of Engagement in B2C and B2B Environments
- Copyright Year
- Springer International Publishing