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http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Online Customer Engagement Report 2009
sponsored by cScape
Linus Gregoriadis, Head of ResearchE-consultancy.com
Email: [email protected] Website: www.e-consultancy.com
http://www.e-consultancy.com/publications/customer-engagement-report-2009
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Overview• Methodology• Findings– Customer Engagement Strategy – Customer Engagement and the Economy – Tactics and Initiatives – Barriers to Customer Engagement
• Questions
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Methodology
• Online survey in September/ October 2008• Nearly 1,300 respondents – 575 companies, 586 agencies
• Best-represented sectors: – Financial services, retail and travel
• Survey in 4 languages: English, Chinese Greek, Spanish
http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Customer Engagement Strategy
http://www.e-consultancy.com/publications/customer-engagement-report-2009
How important is customer engagement to your organisation?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Does your organisation have a defined customer engagement strategy?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Why the interest in CE?
• Creating relationships which result in value both for customers and for organisations.
• The attribute of an engaged customer seen as most important is “recommends product, service or brand” (58% of company respondents).
• Other attributes regarded as very important are:– They are “more likely to convert more readily” (44%)– They “purchase regularly” (36%)– They are “less likely to switch supplier” (30%)
http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Customer Engagement and the Economy
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Has the worsening economy caused your organisation to place more emphasis on customer engagement?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Are you an ostrich or an owl?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Which of the following behaviours & attitudes will your organisation need to address in the next 12 months?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Behaviour• Sensitivity to price (48%*)• Focus on quality (45%) • Desire for simplicity (36%)• Intolerance of poor customer service (32%)• Prolonged decision-making (31%)• Lack of supplier / brand loyalty (30%)• Focus on short-term needs (27%)• Purchase of luxury and indulgent items (9%)• Sacrifice (family first etc) (7%)• Buying own-brand products (7%)• Buying and selling second-hand (5%)
http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Tactics and Initiatives
http://www.e-consultancy.com/publications/customer-engagement-report-2009
What has resulted in a tangible improvement in your organisation's online customer engagement?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Where do you anticipate investment to increase online customer engagement over the next 12 months?
http://www.e-consultancy.com/publications/customer-engagement-report-2009
How are you using mobile marketing to enhance customer engagement?
http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Barriers to Better Online Engagement
http://www.e-consultancy.com/publications/customer-engagement-report-2009
Most significant barriers to cultivating better customer engagement in the last 12 months
http://www.e-consultancy.com/publications/customer-engagement-report-2009http://www.e-consultancy.com/publications/customer-engagement-report-2009
Questions?
Linus Gregoriadis, Head of ResearchE-consultancy.com
Email: [email protected] Website: www.e-consultancy.com
http://www.e-consultancy.com/publications/customer-engagement-report-2009
