Customer Engagement As A Social Phenomenon
Online inter-customer engagement is a recent social phenomenon that came about through the wide diffusion and adoption of the internet in western societies during the late 1990s. Although offline CE predates online CE, the latter is a qualitatively different social phenomenon unlike any offline CE that social theorists or marketers are familiar with.
People also engage online in communities that do not necessarily revolve around a particular product, but serve as meeting or networking places, for instance on MySpace. The people in one's MySpace friend's list do not necessarily all share a single consumption habit, although they often do.
People's online engagement with one another has brought about both the empowerment of consumers and the opportunity for businesses to engage with their target customers online. A 2011 market analysis revealed that 80% of online customers, after reading negative online reviews, report making alternate purchasing decisions, while 87% of consumers said a favorable review has confirmed their decision to go through with a purchase.
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Famous quotes containing the words customer, engagement, social and/or phenomenon:
“A good customer should not change his shop, nor a good shop change its customers.”
—Chinese proverb.
“Pardon me, you are not engaged to any one. When you do become engaged to some one, I, or your father, should his health permit him, will inform you of the fact. An engagement should come on a young girl as a surprise, pleasant or unpleasant, as the case may be. It is hardly a matter that she could be allowed to arrange for herself.”
—Oscar Wilde (1854–1900)
“Growing up human is uniquely a matter of social relations rather than biology. What we learn from connections within the family takes the place of instincts that program the behavior of animals; which raises the question, how good are these connections?”
—Elizabeth Janeway (b. 1913)
“I do not regret my not having seen this before, since I now saw it under circumstances so favorable. I was in just the frame of mind to see something wonderful, and this was a phenomenon adequate to my circumstances and expectation, and it put me on the alert to see more like it.”
—Henry David Thoreau (1817–1862)