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Emotion and feedback: The keys to customer engagement

Author

Listed:
  • Mcmaster, Mike
  • Schwartz, Gary

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.

Suggested Citation

  • Mcmaster, Mike & Schwartz, Gary, 2013. "Emotion and feedback: The keys to customer engagement," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(3), pages 265-273, December.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:265-273
    as

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    More about this item

    Keywords

    customer engagement; branding; emotion; feedback; SMS; texting; voice of customer;
    All these keywords.

    JEL classification:

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

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