ABSTRACT
If an organisation takes steps beyond just encouraging customers to make once-off purchases, and instead, attempts to create engaged customers, they can dramatically increase business performance, including sales and growth. However, it is easier to acknowledge that engaged customers are valuable, than it is to earn them. This chapter draws on and expands the discussion around our earlier article, ‘Total Customer Engagement: Designing and Aligning Key Strategic Elements to Achieve Growth’ (Roberts and Alpert, 2010). With five more years’ experience of working with companies using the Total Engagement Model® to create customer engagement since our earlier article, our confidence in the model has grown, and there are new insights to share.
