Moving from customer engagement to customer participation

Many brands seek to enhance and increase customer engagement as customers progress through their journey across all of the brand’s channels. Recent studies, such as Deloitte’s 2021 Global Marketing Trends report, suggest that engagement is not enough, and the next logical step is for customers to actively participate with a brand.  
Customer participation has been a hot topic as far back as 2013, but the difference is that in 2021, the focus is on leading with empathy and understanding. As such, customer participation is beginning to be seen in a new light. The customer is more than a consumer of a product or service; they now have opportunities to shape, create, and define a brand, and to become brand advocates through direct participation with the brand. Read more…