Module 9: Engage: Building Loyalty and Co-Creating With Customers
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Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 9: Engage: Building Loyalty and Co-Creating With Customers
Overview This last chapter covers activities associated with the Engage stage: how to evaluate a...
Engage
A widespread definition of engagement attributed to Forrester is “creating deep connections with ...
Customer Lifetime Value
Customer lifetime value (CLV) represents a customer’s profitability over their entire relationshi...
RFM Analysis
RFM, which stands for recency, frequency, and monetary value, is a long-standing analytical metho...
Net Promoter Score
Another approach to measuring customer satisfaction and engagement that is widely used is the net...
Engaging Customers in Co-Creation Activities
Co-creation refers to the joint creation of value by a company and its customers (Prahalad and Ra...
Exercises
You are Spikeball (see the following video): We want to create ...