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What Is Customer Engagement?

In: B2B Customer Engagement Strategy

Author

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  • Daniel D. Prior

    (University of New South Wales)

Abstract

This chapter introduces the idea of customer engagement (CE) and sets the scene for the book. CE centres on the customer’s interactions with multiple brand touchpoints. This is more pervasive than the purchase alone. CE is a psychological and emotional state. CE is also evident in the customer’s behaviours towards the brand. This means that CE is a very broad way to conceptualise and understand customer behaviour. The chapter argues that it is only possible to achieve positive CE by taking a strategic approach (i.e., developing and implementing a CE strategy).

Suggested Citation

  • Daniel D. Prior, 2023. "What Is Customer Engagement?," Springer Books, in: B2B Customer Engagement Strategy, chapter 1, pages 1-24, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-23409-5_1
    DOI: 10.1007/978-3-031-23409-5_1
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