Emotion and feedback: The keys to customer engagement

Mike Mcmaster and Gary Schwartz

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 265-273

Abstract: This paper explores the topic of customer engagement, and in particular, the key driver at the heart of effective customer engagement — emotion. Customer emotion is linked to measurable business benefits and return on investment measures. The paper examines effective communication channels to achieve this emotional engagement, focused on Short Message Service (SMS — text messaging) ‘the single most powerful real-time channel on the planet’. This includes practical examples of planning, implementation and achieving expected success measures/return on investment, including case study examples from the hospitality, retail and banking sectors in the UK and USA.

Keywords: customer engagement; branding; emotion; feedback; SMS; texting; voice of customer (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:jdsmm0:y:2013:v:1:i:3:p:265-273

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