Customer Engagement: a New Framework for Customer Management
Customer Engagement: a New Framework for Customer Management

Author(s): Darina Pavlova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: customer engagement; CRM; social media; CLV; brand.
Summary/Abstract: Customers are becoming increasingly demanding with respect to corporate performance. In this context, the concept of customer engagement presents a new viewpoint on maintaining customer relations and integrating the consumer as a participant in the development of the business. The objective of this report is to present this concept and the benefits from using it for the organisations and to outline the metrics that can be used to measure the value contributed by customers. By applying analytical methods, the main trends for analysis and management of the company customer database have been distinguished.

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