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Ladder of Engagementtle
The ladder of engagement is crucial for optimizing the interactions between companies and customers (Stephenson, 2022). The ladder of engagement deepens the level of participation, engagement, and interest of customers in organizations. The high levels of the ladder of engagement portray customers who have a deep understanding of an organization and participate actively. At the same time, the lowest steps indicate individuals with little knowledge about the firm and are less interested (Miles and Ringham, 2018). Ratings and review are the lowest steps on the ladder of engagement that is used to introduce customers to the firm (Stephens, 2022). Buyers are engaged and connected to an organization using reviews and ratings. In this case, customers are encouraged to communicate in open discussions to give personalized views about the brand.
Therefore, organizations create a platform where customers can talk and share experiences by posting images or pictures of how they interact with the firm. Companies use ratings and reviews to attract potential buyers and make them active buyers (Hardwick and Anderson, 2019). Discussions are the immediate step after reviews where customers interact with an organization in learning essential details about the brand that makes the film outstanding. Organizations share vital information to increase customer engagement to bring buyers closer (Hardwick and Anderson, 2019). Discussions are essential because customers and the firm express differing opinions, which are clarified to increase engagement.
(Source: Chaffey and Smith, 2013)
Organizations increase customer engagement by collaborating with individuals through ideas, advertisements, brands, processes, and products. These steps enable companies to co-create new measures, ideas, products, and processes communicated to consumers through advertisements and the brand (Stephen, 2022). Customers are encouraged to share their ideas and opinions that would aid in upgrading processes and products. Besides, customers are perceived as an essential part of the organization because they continue to develop new innovative measures and gain intelligence about the firm (Miles and Ringham, 2018). Companies use the ladder of engagement to popularize commodities the brand and increase interactions with customers.
Amazon is a multinational corporation that deals with cloud computing, artificial intelligence, and e-commerce, among other products and services that use the engagement ladder to attract buyers and interact with individuals (Amazon, 2022). Amazon has employed different steps from the ladder of engagement to involve customers. Amazon has customer-centric culture, where buyers have a platform to rate and reviews products from the company. Customers share ideas and opinions of the firm and the buying experience with other buyers on an online platform within Amazon, as shown in figure one below (Amazon, 2022). This enables customers to understand Amazon incorporation and make informed choices in buying and engaging with the firm.
Figure 1: Customer Reviews
Amazon offers a question-and-answer platform where customers communicate with the firm by sharing ideas and discussing different issues that affect the firm. The question-and-answer platform enables customers to air problems they experience with Amazon that limit engagement (Amazon, 2021). Amazon uses the platform to resolve issues that affect customers through the question-and-answer discussion platform.
Source: (Amazon, 2017)
Figure 2: Brand used in Engagement
Amazon uses brands and ideas to engage customers with different brands that have been registered in the firm. As shown in figure two above, potential buyers on Amazon are attracted to using registered brands (Burke, 2021). Customers can view products and review the brands by giving the products different stars.
Source: (Burke, 2021)
Figure 3: Advertisements
Amazon uses brands and ideas to engage customers with different brands that have been registered in the firm. As shown in figure two above, potential buyers on Amazon are attracted to using registered brands (Burke, 2021). Customers can view products and review the brands by giving the products different stars.
