Titlebook: B2B Customer Engagement Strategy; An Introduction to M Daniel D. Prior Textbook 2023 The Editor(s) (if applicable) and The Author(s), under

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Customer Relationship Management, customer interactions—the customer journey level and the customer relationship level. Customer relationships involve a big picture, long-term set of customer brand touchpoint interactions over multiple customer journeys. So, the CRM sub-capability centres on sustaining the interest of desirable cus

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Customer Analytics and Insight,nce’ makes it important to delineate between each one so that managers have clarity. Most companies have interests in all three, but their differences mean that companies must have a vision and an understanding of each one to be able to implement related resources, processes, and systems effectively

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CE Capability Maturity,el of development for a specific CE sub-capability (customer journey management, CRM, customer communications or data analytics and insight), horizontal consistency refers to the degree to which each CE sub-capability delivers on a coherent company CE strategy. We consider four scenarios which delin

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Daniel D. PriorProvides practical guidance for managers and students.Provides a framework to link customer engagement with company strategy.Includes learning objectives, definitions of key terms, examples, case stud

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The Horse, ,, and the Donkey, , customer interactions—the customer journey level and the customer relationship level. Customer relationships involve a big picture, long-term set of customer brand touchpoint interactions over multiple customer journeys. So, the CRM sub-capability centres on sustaining the interest of desirable cus

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Robert C. King (Professor of Genetics)el of development for a specific CE sub-capability (customer journey management, CRM, customer communications or data analytics and insight), horizontal consistency refers to the degree to which each CE sub-capability delivers on a coherent company CE strategy. We consider four scenarios which delin