The Case for CE Capability

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

Chapter 4 in B2B Customer Engagement Strategy, 2023, pp 67-89 from Springer

Abstract: Abstract While it may be possible to generate some CE through short-term promotional activities, the most profound CE outcomes normally take time to build. This means that companies need a strategic approach. Central to this is the development of CE capabilities. To manage predictable CE contexts, companies rely on ordinary CE capabilities. To manage turbulent CE contexts, companies rely on dynamic CE capabilities. Taken together, companies can potentially manage a diverse set of CE contexts. There are four main types of CE sub-capabilities, each of which include ordinary and dynamic elements. These include customer journey management, customer relationship management (CRM), customer communications, and data analytics and insight.

Date: 2023
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DOI: 10.1007/978-3-031-23409-5_4

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