Abstract:
This research project explores a number of issues related to the topic of Total
Customer Engagement Value, specifically looking to ascertain whether encouraging
engagement amongst consumers can be costly to a firm, whether Word of Mouth
activity distributed through high engagement channels may be relatively ineffective,
whether the acquirement and utilisation of information from these channels can
damage an organisation and whether the rewarding of customers for engagement
behaviours can lead to resentment on behalf of their lower engaged counterparts.
A quantitative study was undertaken wherein the following was measured amongst
consumers of Internet Service Providers: Total Customer Engagement Value, Personal
Values, the level of technological-savviness of individuals who seek out information
from respondents, the stated likelihood of switching to an alternative service provider,
measurements related to service expectations, and perceptions related to the
preferential treatment of other customers.
The study did find that there are a number of potential issues regarding the asserted
benefits of customer engagement. It was illustrated that in some instances lesserengaged
customers may be more desirable to a firm. Word of Mouth may remain
isolated to a group of similar individuals, and thus limit the supposed effectiveness of
the spread of information via social media. Focussing on Highly-Engaged individuals
as a source of information was also shown to be potentially dangerous, as they differed
in four of their personal values.
