Customer Engagement in a Big Data World

Purpose: This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers\u2019 perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap by proposing a strategic framework that aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line. Design/methodology/approach: A strategic framework is proposed that includes the necessary firm resources, data, process, timeline and goals for engagement, and captures customers\u2019 motives, situational factors and preferred engagement styles. Findings: The authors argue that sustainability of data-driven customer engagement requires a dynamic and iterative value generation process involving customers recognizing the value of engagement behaviours and firm\u2019s ability to capture and passing value back to customers. Originality/value: This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement

Customer Experience Driven Business Model Innovation

Business model innovation (BMI) is critical to a firm's ability to achieve growth and long-term viability. It helps improve the value of products or services and/or delivery of these offerings to customers. Much of the academic literature to date however lacks customer-driven business model innovation frameworks. As such, the aim of this investigation is to propose a customer experience driven (CX) business model innovation framework that aligns customer values and the firm's strategic needs. This paper contributes to the literature by (a) conceptualizing the way in which business model innovation and customer experience are related (b) providing managers with a concrete framework to guide business model innovation that supports customer experience-driven new services and (c) highlighting opportunities for future research to advance business model innovation research and practice

Data-Driven Services Marketing in a Connected World

Contains fulltext : 112028.pdf (publisher's version ) (Closed access)23 p

Does satisfaction matter more if a multichannel customer is also a multicompany customer?

Purpose - This research aims to investigate the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW). Design/methodology/approach - The data used in the analyses were collected as part of both survey and transactional data of 802 households of a large financial services provider. Within class regression models were employed to test the moderating effects of different segments that were identified based on multichannel-multicompany customer differences. Findings - The findings confirm that using multiple channels has an overall positive moderating impact on the satisfaction-SOW link and that customer satisfaction matters more when the customer adopts multiple channels; online channel usage in addition to offline usage. Furthermore, this effect is even more pronounced for customers that transact with multiple providers. That is, the group of customers that use both the company's and competitors' offline and online channels reveal a higher satisfaction-SOW association than the group of customers that only adopted the offline channel with the company and competitor. Originality/value - This study broadens the understanding of multichannel behavior by comparing single (offline) and multiple channels (offline and online) for customers of multiple companies (two competitors)

Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media

Contains fulltext : 112203.pdf (publisher's version ) (Closed access) Contains fulltext : 112203_pre.pdf (preprint version ) (Open Access)26 p