Understanding Audience & Customer Engagement

Host: University of Nottingham

Location: Online

Cost: Free event


Wednesday, 26th January 2022 at 10:00am - 12:00pm

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In highly competitive markets, capturing the imagination of customers and retaining their interest is an ongoing challenge, particularly in a post-pandemic landscape. Unpacking customer engagement to better understand how and, importantly, why they connect with your content, your products, or your services, provides a foundation for an effective customer engagement strategy.

Session Overview

In this session, our LEADD:NG expert, Dr Liz Evans, will guide participants through a model for understanding customer engagement that draws together the themes of customer behaviour, forms of connection, and delivering value. This model – originally developed for understanding how screen audiences engage with content – deconstructs what we mean by customer engagement and challenges us to consider fundamental elements of relationship-building with customers:

  • Why does engagement matter?
  • What causes customers to lose interest and disengage?
  • How do we align our view of engagement with the experience and perspective of customers?

During the session, we will consider principles outlined in the model and begin to explore how it might directly apply to your organisation.

State Aid

This event is part-funded by the European Regional Development Fund 2014-2020. This event is classed as State Aid under De Minimis to participating businesses, but is delivered completely free of charge.


If you have any questions about the event or the programme, please contact leaddng@nottingham.ac.uk.

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