What is customer involvement

Customer involvement translates to "consumer engagement" and refers to marketing management methods that guide the customer towards the purchase of a specific product.

In practice, it identifies and develops ways to engage customers in the business and product development process, such as: design, marketing, sales, customer service.

Customer involvement is effective when it makes the customer a part of the product to the extent of convincing them of its importance, thereby motivating them to make a purchase.

Consequently, companies have built web portals that involve customers in the selection, development, and marketing of ideas. 

Levels of Engagement

Depending on the different types of purchases and the importance of the product or service, there are various levels of engagement that affect the consumer:

• Low involvement: products or services that a person buys regularly and does not need to do any research on. A low-involvement decision may include groceries, laundry detergents, and household items that are purchased all the time and the consumer already knows what they want to buy;
• Medium involvement: simple decisions that are made in-store over a short period of time. A product or service requiring medium involvement might be a new pair of shoes because the consumer will be more involved compared to purchasing household products;
• High involvement: requires time and research, usually, the more money a consumer spends on a product, the more they will be involved in the decision-making process. These types of purchases can include expensive jewelry, vacations, cars, and houses. The consumer will not make the decision immediately but will compare products and services before making a purchase.

In conclusion, within customer involvement, the product is considered the resolution of the customer's problems by satisfying their needs.

The ability to influence design and consumption is considered of great importance for the purchase decision and customer loyalty.