Engaging Customers and Managing Customer Relationships

Abstract

Marketing is about engaging customers and managing profitable customer relationships. Marketers aim to create value for customers in order to capture value from customers in return. The objective of the study is to discuss customer value, customer engagement, building customer relationships, and the various strategies and initiatives adopted by companies. Customer relationship levels and roles of digital and social media in customer engagement are discussed. Customers themselves generate substantial content nowadays. Again, companies should develop relationships not only with customers but also with partners like suppliers, distributors, and retailers to succeed in the long run. The roles and importance of consumer-generated marketing and partner relationship management are discussed. The discussions will help practitioners to understand the strategies and initiatives to be adopted to engage customers, manage customer relationships, to succeed in the competitive business environment, and to achieve business excellence in the long run.

The Influence of Business Intelligence to Maintain Customer Relationships in Small and Medium Enterprises in Indonesia

“…There are many related concepts to customer relationships like customer intelligence wherein a system is developed to record customer-related data and provide complete information about customers to the organization for executing the right strategies (Informatica, 2019), customer engagement to connect better with customers and employ the strategies for achieving the purpose (Indarto, Mulyanto and Sumiati, 2021;Mandal, 2023), customer experience which defines the affective or cognitive response of customers towards the organization (Shahnazari, Ghiri and Jannati, 2014), and customer satisfaction which is the end result of having effective customer relationship i.e. the customers satisfied with services and willing to remain connected with business (Kumar and Kumar, 2023).…”