Total customer engagement: designing and aligning key strategic elements to achieve growth

Purpose - Businesses today face a number of difficult challenges that make customer engagement more important than ever. The usual way in which businesses operate makes it difficult to achieve high levels of consumer engagement. Perhaps the main problem with all the bits and pieces of ideas that would promote customer engagement - branding to consumers, internal marketing within the company, and service delivery - is how to fit all these together. The way to implement such models throughout the company is not clear and not easy to understand.