Current Issues in Customer Engagement

Daniel D. Prior
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Daniel D. Prior: University of New South Wales

Chapter 10 in B2B Customer Engagement Strategy, 2023, pp 215-222 from Springer

Abstract: Abstract This chapter first outlines how CE capabilities can help companies manage VUCA environments. As we discuss, CE capabilities act as a buffer against the fluctuations in the environment. They do this by making it difficult for customers to switch to competitive offerings, by providing forewarning of important developments, and by increasing the chances that the company can adopt provisions to mitigate threats. The chapter goes on to describe some emerging issues facing CE and the challenges that companies face when dealing with these. The chapter concludes with an overview of emerging trends and the ways in which CE sub-capabilities can help companies respond or adapt to these trends. Overall, this chapter serves as a conclusion to the book.

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_10

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