The term ‘Customer engagement’ seems to be popping up in all sorts of places at the moment:
A major shift is underway in the business landscape. For evidence of this transition, one need only read the major papers, such as the New York Times, which recently ran a piece titled “But will it make you happy?” This article argued that consumers are no longer focusing on price, quality, or even service. Now they’re making buying decisions based on the purchasing experience – how the act of buying the product makes them feel. Like never before, customers’ emotions are at the center of business success. Companies who fully engage customers during the purchasing experience are seeing higher profits and better ROI. Joseph Pine is among those who predicted this conversion. This article examines his approach. A review of Pine’s concept of The Experience Economy will be followed by a discussion of which tools businesses need to thrive in this new era of experience-driven growth.
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