Engaging with the engaged – Issues around the topic of customer engagement

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.