Customer engagement is all about meeting and responding to consumer needs. The trick, however, is to not only understand what these needs are, but to also move rapidly enough to adapt and rebalance both the brand promise and the customer experience in ways that maintain their relevance. Brands now exist in a dynamic and shifting marketing landscape augmented by new mobile and social technologies that seem to alter customer behaviors on a daily basis.
BP, one of the world’s leading oil and gas brands, has become a....