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.
Grewal, D., Roggeveen, A. L., Sisodia, R., & Nordfaldt, J. (2017). Enhancing Customer Engagement Through Consciousness. Journal of Retailing, 93(1), 55-64. https://doi.org/10.1016/j.jretai.2016.12.001