Customer Engagement as Consumer Behavior in Marketing Strategy

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Customer Engagement means a state where customers are engaged with one another or with a company or a brand. It is an initiative taken by the consumer or the company and the medium of customer engagement can be both off line and online. Consumer behavior is the understanding of consumer psychology; the buyers make a decision before buying a product. Study and analysis related to what the consumer buy, how and why they buy the product is what consumer behavior deals with. The analysis of consumer psychology is very significant; it is the key part of the general corporate strategy and the key factor towards building up a great company. Here we will discuss about customer engagement as consumer behavior.
Customer engagement as consumer behavior is the process of analyzing, assessing, designing and building up customer experience and relationship between company programs and processes. Customer interaction involves four stages. They are:

* Initiation
* Integration
* Intelligence
* Value Creation

Initiation which is the first stage of customer engagement refers to actively welcoming a new customer and starting off a new relationship with him or her. It means starting the work for which the company has in mind or implementing a particular product or service. The second stage or integration is the management which entails the assessment of the product or service after the first stage of initiation. In the initial stages the process of development, creation and production usage usually starts, Integration integrates all these aspects to achieve and attain operational excellence. The third stage of customer interaction or intelligence is putting in all the previous learning and expertise gathered from the preceding two stages and combining it with the additional researches and finding of facts. Fact finding refers to the understanding and evaluating the customer and the vendor performance. Vendor decides from the point of financial standpoint as to invest in what kind of relationship with the customers. They need to concentrate on the strategic points and assess the customer’ long term goals. Value creation is the last stage of customer interaction but it is equally important. Assessing customer performance and understanding their psychology is an important part of it. The partnership with the customer should be great and effort should be taken towards innovation and creation of new value. Value creation also refers to the process where recommendations are obtained form the customers to flag off new business or businesses. The experience in each and every stage is based on the emotional factor, intellectual factor, behavioral factor and culminating status. The first judges the feeling of the customer; the second ponders on what the customer might be thinking; the third deals with how the vendor wishes to change the behavior of the customers and lastly propelling the customer to the point of next transition. Customer engagement is important and trying to retain the customer loyalty can be done through assessment of consumer behavior. Thus we see the inter-relation of the two factors and understand the importance of customer engagement as consumer behavior.


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