Put Customers to Work: Determining the Right Level of Customer Engagement
By: and and
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- Synopsis
- Fully engaged customers are potential owners who can help customize the aspects of value that mean the most to them. Most self-selecting customer owners prefer the control that goes with greater input into the process. Many gain a great deal of satisfaction from this work, but to maximize customer engagement, you need to consider several important questions: What kind of work is most appropriate for customers? Why do they choose to work for (or against) a brand? How should you design and manage their jobs? What limits do they place on their participation? What do they expect in return? And what can go wrong with schemes to involve customers?
- Copyright:
- 2008
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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