Purpose

Customer interactions are integral to service brands. Indeed, many product brands have added services in order to create more opportunity for customer interaction. This paper deals with the strategic use of customer interactions to build a strong brand. Customer interaction strategy has evolved considerably beyond traditional sales and advertising in how customer interactions are conducted. Yet the Pareto rule (e.g. 80% of sales from 20% of customers) continues to guide who brands interact with. Conventional wisdom is that firms should target heavy users or customers high on the recency, frequency and monetary (RFM) value of purchases. The purpose of this conceptual paper is to examine how brands can use brand purpose and brand communities to target light users and even nonuser stakeholders as well.

Design/methodology/approach

There is reason to hypothesize that brands can go beyond the heavy user limit of targeting customer interactions by developing brands around purpose. Purpose can be based on engagement with personal goals or values or on societal values about doing good for others. Brand purpose can be reinforced by either life purpose brand communities or societal purpose brand communities.

Findings

The paper reviews findings in the brand interaction, brand purpose and brand communities literature.

Research limitations/implications

The two types of brand purposes and brand communities offer the possibility of growing a brand by targeting customer interactions at light users and nonuser stakeholders.

Practical implications

There are important future research issues to be addressed, but this approach could increase the value of brands to consumers and extend the life cycle of brands for organizations.

Social implications

Furthermore, the concept of societal brand purpose could allow firms to focus on creating shareholder value as well as addressing social and environmental problems.

Originality/value

This paper broadens the current conception of customer interaction strategy and is thus relevant to relationship and experience marketing.

中文翻译：

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客户互动策略、品牌宗旨和品牌社区

目的

客户互动是服务品牌不可或缺的一部分。事实上，许多产品品牌都增加了服务，以便为客户互动创造更多机会。本文讨论了战略性地使用客户互动来建立强大的品牌。在如何进行客户互动方面，客户互动策略已经大大超越了传统的销售和广告。然而，帕累托规则（例如 80% 的销售额来自 20% 的客户）继续指导品牌与谁互动。传统观点认为，公司应针对重度用户或购买的新近度、频率和货币 (RFM) 价值较高的客户。本概念文件的目的是研究品牌如何利用品牌目的和品牌社区来瞄准轻度用户甚至非用户利益相关者。

设计/方法/方法

有理由假设品牌可以通过围绕目的开发品牌来超越针对客户互动的重度用户限制。目的可以基于对个人目标或价值观的参与，也可以基于为他人做好事的社会价值观。品牌目的可以通过生活目的品牌社区或社会目的品牌社区来加强。

发现

本文回顾了品牌互动、品牌目的和品牌社区文献中的发现。

研究限制/影响

这两种类型的品牌目的和品牌社区提供了通过针对轻用户和非用户利益相关者的客户交互来发展品牌的可能性。

实际影响

未来有一些重要的研究问题需要解决，但这种方法可以增加品牌对消费者的价值，并延长品牌对组织的生命周期。

社会影响

此外，社会品牌目标的概念可以让公司专注于创造股东价值以及解决社会和环境问题。

原创性/价值

本文拓宽了当前客户交互策略的概念，因此与关系和体验营销相关。