The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations

Ravi Bhalla
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Ravi Bhalla: Barclays, UK

Journal of Brand Strategy, 2013, vol. 2, issue 2, 146-154

Abstract: This paper describes a proven customer engagement methodology that can be utilised cross-industry, sector and geography. The paper strips the question of customer experience right back to the basics: Why should I gather customer feedback? What are the best methods? How will this add value? How can I automate customer feedback while ensuring that appropriate ownership of key customer issues takes place? How can I redesign processes or create new products and services around the key moments of truth for my customers? In short, the paper will provide the necessary tools and checkpoints to establish a sustainable customer experience philosophy, platform and structure that will leave a long-lasting legacy in your organisation.

Keywords: customer; feedback; customer engagement; customer experience; communication; design principles; usability; customer user testing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:2:p:146-154

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