B2B Customer Engagement Strategy

Daniel D Prior is Associate Professor of Buyer-Supplier Engagement and Deputy Head (Courses) at the UNSW Canberra School of Business, University of New South Wales, Australia and is a Visiting Professor at Cranfield University, UK. Daniel’s work focuses on the factors, the circumstances and the forces that affect the survival of long-term, valuable buyer-supplier relationships in industrial markets.. Prior to academia, Daniel worked for companies such as Acer Computer Australia, KPMG Australia, and General Electric. Daniel received his PhD in 2008 from Macquarie University Australia. Daniel is a Fellow of the Australian Marketing Institute and a Certified Professional Marketer as well as a Member of the Academy of Management and the Academy of Marketing Science. He is also the author of ‘Organisational Buying: A Multidisciplinary Perspective’ (Palgrave Macmillan, 2021).

• 1. What is Customer Engagement ?.- 2. CE Context.- 3. Customer Experience (CX) and Customer Journey.- 4. The Case for CE Capability.- 5. Customer Journey Management.- 6. Customer Relationship Management (CRM).- 7. Customer Communications.- 8. Analytics and Insight.- 9. CE Capability Maturity.- 10. Current Issues in CE.