Identifying Information Needs to Enhance a Customer Engagement System

Customer Engagement Management (CEM) is a customer-centric strategy that improves user experience, satisfaction, and long-term loyalty. This study explores the information needs within the CEM practices of a major international airline by conducting three sequential qualitative investigations involving key stakeholder groups: internal CEM team members, customers, and external travel agents. Through a triangulated analysis of interviews and survey data, the study reveals systemic information gaps and proposes design improvements for digital engagement strategies. Findings emphasize the significance of enhancing e-CEM platforms like websites and mobile applications and integrating social-CEM approaches to improve real-time communication and engagement. The results highlight how human-computer interaction (HCI) principles can support more effective information flows between organizations and stakeholders, ultimately strengthening customer engagement.