Six theses on digital customer engagement in a troubled economy Martyn Perks & Richard Sedley

Six theses on digital customer engagement in a troubled economy

Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service). Definition of customer engagement

Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service).

Cutting back during a downturn is a survival tactic not a winning strategy. Start by asking not what your customer can do for you, but what you can do for your customer 1. Six theses on digital customer engagement in a troubled economy

Cutting back during a downturn is a survival tactic not a winning strategy.

Start by asking not what your customer can do for you, but what you can do for your customer

Developing customer engagement is a retention and acquisition strategy. Customers have both practical and emotional needs, both have to be met to achieve engagement 2. Six theses on digital customer engagement in a troubled economy

Developing customer engagement is a retention and acquisition strategy.

Customers have both practical and emotional needs, both have to be met to achieve engagement

Digital media provide the best means for achieving customer engagement during a downturn. Dialogue not monologue is the true language of online business 3. Six theses on digital customer engagement in a troubled economy

Digital media provide the best means for achieving customer engagement during a downturn.

Dialogue not monologue is the true language of online business

Customer engagement is the best predictor of future business. Customer engagement is a relationship built on mutual benefit 4. Six theses on digital customer engagement in a troubled economy

Customer engagement is the best predictor of future business.

Customer engagement is a relationship built on mutual benefit

Responses to economic downturns are not pre-determined. Research and test before you assume that customers will spend less online. 5. Six theses on digital customer engagement in a troubled economy

Responses to economic downturns are not pre-determined.

Research and test before you assume that customers will spend less online.

An economic downturn will create winners and losers. The winners will be those businesses that best use digital media and best engage their customers 6. Six theses on digital customer engagement in a troubled economy

An economic downturn will create winners and losers.

The winners will be those businesses that best use digital media and best engage their customers

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