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Customer engagement: Redefining win-back success beyond purchases
Ruhnau, Robin-Christopher
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Document Type:
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Conference presentation
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Year of publication:
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2020
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Conference title:
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AMA Summer Academic Conference 2020
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Location of the conference venue:
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Online
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Date of the conference:
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18.-20.08.2020
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Publication language:
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English
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Institution:
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Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
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Subject:
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650 Management
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Keywords (English):
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CEV , Customer Engagement , Customer Win-Back
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Abstract:
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Customer win-back aims to create value for the firm by reacquiring profitable customers. However, evaluating this value beyond purchases is yet incidental in win-back management. Contrarily, customer engagement value (CEV) embraces that customers can contribute value in many ways, even without purchasing, e.g., with word-of-mouth. Specifically, this setting also applies to lost customers. Employing a combination of field and laboratory experiments, the authors integrate CEV with win-back management, addressing the question: what is the true value of lost and won-back customers, beyond purchases? Results show that CEV depends on a variety of factors, such as the win-back offer made and the defection reasons. While the results illustrate that firms have a substantial impact on CEV, this impact is not equal in contractual versus non-contractual relationships. Without a contract, CEV is independent of transactional win-back success, implying that a merely purchase-based view is misleading. Instead, lost customers are more than just lost revenue: the success of win-back activities should incorporate non-transactional aspects of CEV to adequately capture the true value of lost and won-back customers.
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