Enhancing Customer Engagement Through Consciousness

Abstract
Firms and academics recognize the importance of creating an engaged customer base, though an in-depth understanding of how to achieve it is limited. This article proposes that firms that use consciousness as a foundational philosophy can create a more engaging and meaningful customer experience. A retailer or service provider with foundations in consciousness has a higher purpose and values that get espoused and fulfilled throughout the organization, working in a way to optimize benefits to its multiple stakeholders (investors, employees, customers, suppliers, the environment, the community). Building on these foundations, retailers can achieve deeper engagement with customers, deliver outstanding customer experiences, create emotional connections with customers, and establish a shared identity based on a clear purpose and values.

Comment
This whole project is a bit different from what I am used to. I was really looking forward to getting to know Wholefoods Market better (one of the co-authors, Raj Sisodia) had written a book about conscious capitalism together with WFM co-founder John Mackay. I had really bought into the idea and our project was intended to be a retail version of the broader conscious capitalism. I think we managed to do a good job but unfortunately WFM was bought by Amazon at the beginning of the project and in that turmoil WFM got minimally involved.

The article can be found here:
http://dx.doi.org/10.1016/j.jretai.2016.12.001

It is open access and can be dowloaded and used in any way you like.

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