Emotion and feedback: The keys to customer engagement

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.