List of illustrations --
List of abbreviations --
Foreword --
Preface --
Introduction to customer engagement --
Metrics for engaging customers --
Brand: "Is that what you think of me?" --
Valuing customer contributions : the future looks green! --
Linking brand value to customer value --
Customer referrals --
Really! : Where did you hear that? --
Please help us help you --
Managing customers in a multi-dimensional world --
Glossary --
Index --
About the author.

The concept of customer engagement has evolved as a powerful tool for building a profitable approach to customer management. Profitable Customer Engagement is an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value (CEV) framework. It is a first-of-its-kind book that outlines the methods of engaging customers profitably in business-to-consumer as well as business-to-business settings. The book offers firms with definitions of the metrics within the CEV framework, and the ways to measure and maximize these metrics that