Customer Engagement for B2C Firms – Business Assignment Help

Introduction
B2C marketing is a collection of best practices, strategies, methodologies, and tactics for advertising products and services to customers. This is in contrast to B2B (also known as business-to-business) marketing, in which corporations promote their products and services directly to other companies and businesses. As a result, B2C marketing is critical to the success of any organization that provides consumer-based services or goods, such as a fashion store, vehicle rental agency, pharmacy store, restaurant, grocery store, resort hotel, and so on.Customer engagement refers to establishing a relationship between a company and its customers. It tries to assist clients to get the most out of your product while also building their relationship with your organization. Posting the appropriate messages to the right people at the right time and place to help them achieve their goals is critical to successful engagement. Intercom focuses on a diverse range of messaging modalities, including email, in-app messages, Product Tours, Mobile Carousels, and configurable bots.When it comes to B2C, the industry is gradually heading toward multichannel or, more accurately, omnichannel engagement, in which on-the-go and always-on customers want to be continually thrilled across several touchpoints. Whether through traditional channels like email and social media or developing ones like voice assistants and video, it’s nearly become standard for companies to properly create and maintain their online presence to engage their audience and attain top-of-mind recognition.
 

Purpose: This research will investigate relationship marketing and relationships in mass consumer markets from customers’ perspective, emphasizing the B2C, especially the Fast-Moving Consumer Goods (FMCG) sector in different categories such as homecare, personal care etc. The study will help to know the customer inside out and know about the customer experience in retail or B2C business. Moreover, we will learn how the appropriate customization engine may assist in driving profitable development through customer engagements.
Why: More engagement in B2C business will aid in Increasing revenue and client lifetime value by implementing real-time, tailored engagements across several channels across the customer lifecycle.
 

Literature Review
To establish a full grasp of the issue and lay a foundation on the chosen topic, a literature review on Customer Relationships and their roots is conducted using various databases, including Scopus, Google Scholar, and Diva-portal. The literature study commences with a brief historical review, continues with the purpose of the customer relationship, provides an overview, and adopts a different perspective than the most prevalent marketing rationale. The section progresses into consideration the ongoing developments and our current understandings of Customer Relationship- and Engagement-Management.Marketing as trade began in Asia Minor in the seventh century BCE and swiftly expanded to Greek towns along the Mediterranean. However, when marketing extended over the world, it drew the attention of philosophers, religious authors, and, as a result, academicians. Marketing as a strategy for stimulating demand achieved widespread acceptance in the late nineteenth and early twentieth century in the United Kingdom, the United States, and Germany. Firms began to distinguish their goods due to the fast development in mass production, severe rivalry, and surplus manufacturing capacity. However, at this moment, marketing was still linked with selling.

Leonard Berry (1983), who published the essay “Relationship marketing” in the Journal of Marketing in 1983, is credited with coining the term. Berry (1983), who popularized the notion of customer relationship management, suggested that the seller should focus not only on entering markets but also on developing strong relationships with the consumer.Understanding the growth of customer management has led to the development of the idea of engagement, which contends that when a relationship is gratifying and has emotional connectivity, the firms become involved in their care for one other. Consumer engagement components include both direct and indirect contributions to customer engagement. The framework elaborates on the elements of Customer engagement and the antecedents (satisfaction and emotion) and consequences (concrete and intangible results) of Customer engagement based on a theoretical basis. It has also explained how convenience, firm kind (B2B vs. B2C), industry type (service vs. product), brand value (high vs. low), and degree of engagement (high vs. low) alter the relationship between satisfaction and direct contribution, and emotions and indirect contribution of Customer Engagement. Therefore the core objective of firms has been shifted towards the establishment of positive relationships with customers and ensuring customer satisfaction and loyalty via better products and services through customer engagement. Hence, the aim of organizations has grown from relationship marketing to customer engagement.
Research Gap: (Need of technology-based tools in NON-IT sector):
Salespeople in the industrial sector are the façade for sales processes and direct communication to customers. Salespeople do the understanding of needs and providence of solutions by offline mode as visiting personally. But the cost incurred by the companies in this process is very high. Also, forecasting for future predictions isn’t much accurate. Moreover, the companies trouble worst in the situation like Covid-19. Nobody is allowed to roam freely or visit directly in the market. Therefore the gap has been generated with the customer. The companies failed to get the engagement level with their customers. Moreover, there is lagging in understanding how long a customer will profitably stay with a firm. This results in lower growth, falling in brand recognition, and decreasing efficiency in capturing the market.Proposed MethodologyTo allow for detailed study of the research topic, in-depth interviews will be held with numerous customers in FMCG (such as personal care, home care, Food & beverages etc) from various demographic and socioeconomic backgrounds.