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

Author

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  • Bhalla, Ravi

    (Barclays, UK)

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.

Suggested Citation

  • Bhalla, Ravi, 2013. "The 12-point customer engagement model: New thinking on gathering, monitoring and acting on customer feedback to optimise customer operations," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 146-154, June.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:2:p:146-154
    as

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    More about this item

    Keywords

    customer; feedback; customer engagement; customer experience; communication; design principles; usability; customer user testing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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