book

Customer Engagement Strategy

Name: Customer Engagement Strategy
Author: Joern Schlimm
ISBN: 9781398628304

by Joern Schlimm

September 2026

Intermediate

288 pages

7h 45m

English

Kogan Page

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Cover
Endorsements
Titlepage
Contents
List of Figures
Preface
1 Introduction to the customer journey
Introduction: why experience matters more than everCustomer needs or wants and what triggers themWhat the customer journey is – and what it isn’tMacro journeys, micro journeys, micro moments and the customer lifecycleThe evolving customer journeyStructural shifts require a new focus on the customer journeySummaryReferences
2 The case for emerging technologies
Introduction: different eyes, different journeysFrom Boomers to Alphas: how generations perceive technologyGender dynamics: how gender shapes perceptions of technologyNo one buys alone: the social side of decision-makingLearning technology: how past experiences shape future choicesMeet the innovators and the hesitators: how personal innovativeness drives adoptionHearts before hands: the emotional core of technology adoptionCreating personas as representations of distinct customer typesThe technological backbone: quiet enablers of the modern customer journeyA glimpse into the not-so-distant futureA playful approach to enhancing the customer journey: the importance of gamificationSummaryReferences
3 A closer look at emerging technologies
Introduction: the visible layer of innovationRWA tokens: digital representations of physical assetsNFTs: blockchain-based ownership of digital assetsWhen tokenization becomes speculation: the risk for NFTsThe law of tokens: RWA and NFT legal frontiersVirtual environments: expanding our physical realmAugmented reality: enriching the view of the physical worldThe rise of AI and how it changes the customer experience foreverSummaryReferences
4 Web3 applications and the customer journey
Introduction: the decentralized customer experienceThe unfinished frontier: why Web3 worlds still struggle to deliver on their visionBeyond separation: how Web2 and Web3 are learning to coexistReimagining customer experience in decentralized environmentsPartnering with influencers in Web3Don’t miss the boat: why it’s important to enter Web3 worlds nowBringing NFTs to life: how brands create meaningful experiencesSummaryReferences

5 Centralized virtual environments and the customer journey
Introduction: meeting young consumers in Web2 environmentsYour Web2 playground: selecting virtual environments that elevate your brandCreating customer experiences in centralized environmentsStepping into the ecosystem of Web2SummaryReferences
6 Artificial intelligence and the customer journey
Introduction: when algorithms meet the customerFrom mass markets to markets of one: personalization at scaleAI at the frontstage of the customer experienceAI companionship and its implication on customer experienceFrom customer-facing AI back to data: real-time sensors of customer experienceFrom observation to simulation: consumer digital twinsEthical considerations: with great power comes great responsibilitySummaryReferences
7 Addressing roadblocks and overcoming constraints
Introduction: social and emotional paths to technology adoptionAnchoring innovation in familiar ground: build on what your customers already knowNo one adopts in isolation: using social influence to overcome roadblocksUsing emotions to encourage technology adoptionTechnology-specific roadblocksSummaryReferences
8 A step-by-step guide to enhancing your customer journey
Introduction: towards an integrated view of the customer experienceLet’s get started: introducing the CERA® modelHow to use the CERA® modelThe completed CERA® modelSummaryReferences
9 Conclusion
Competing for the moments that matterRevisiting your core identity: what do you stand for?Exploring your perceived identity: do customers see you how you want to be seen?Connecting customer perceptions to their triggers and needsYou are not alone: the importance of partnershipsGetting started: now, go get themReferences
Appendix: Tech decoder
Index
Copyright

Overview

Learn how to integrate emerging technologies strategically such as AI, Web3, virtual environments and gamification, to transform your customer journey into memorable, loyalty-building experiences that drive competitive advantage.

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