Strategic Customer Engagement: A Decision-Making Framework

This research investigates customer engagement (CE) from a strategic and managerial point of view. Based on interviews with 41 managers from 34 companies, the authors develop a strategic CE decision making framework that embraces five dimensions on which companies can position themselves. CE Conceptualization includes CE’s behavioral manifestations and CE as s psychological state. CE Process distinguishes assimilation (initiated by the firm) from appropriation (controlled, transformed, and/or reconstructed by the customer). CE Scope refers to who gets engaged with the firm (consumers versus intermediaries such as retailers or distributors). CE Latitude addresses the question if CE should be focused on existing customers, or if value can be created by engaging potential customers. Finally, CE Domain distinguishes between online and offline contexts (e.g., social media platforms versus traditional stores). Overall, the findings of this research suggest that companies should strive for an integrative position that embraces both end poles on the five dimensions.