Identifying Information Needs to Enhance a Customer Engagement System

ABSTRACT 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.