In recent years the concept of customer engagement has evolved as a powerful tool in the
managerial toolkit of firms to incorporate a profitable approach to customer management. There
is a pressing need for an authoritative book that communicates the fundamentals of profitable
customer engagement by proposing a customer engagement value framework. This book Valuing
Customer Engagement is first of its kind on customer engagement that outlines the theory and
methods of engaging customers profitably in business-to-consumer and business-to-business
settings. Written by world-renowned scholar and thought leader V. Kumar this seminal work book
explains the definitions of the metrics within the CEV framework and analyzes ways to measure
and maximize these metrics that can help in engaging customers profitably. Dr. Kumar also
reveals the interrelationships between these metrics i.e. how each metric impacts the other
with examples from all over the world. This updated edition introduces of Customer Valuation
Theory as a way of quantifying direct and indirect engagement value while presenting newer
applications and case studies. With practical examples of companies that have benefited by
implementing these strategies this guide is a must have for business executives who want to
maximize companies profitability as well as students wanting to learn how to engage customers
and build loyalty.
