cScape Customer Engagement Report 2009


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The third annual Online Customer Engagement Report has been produced in partnership with cScape.

This research is based on a survey of 1,200 respondents carried out in September and October 2008.

The report findings are divided into the following sections:

- Customer engagement strategy

- Customer engagement and the economy

- Tactics and initiatives

- Issues and key principles

The report also contains expert commentary from a range of digital marketing thought leaders including Andy Beal, Jim Sterne, Pete Mortensen, Ian Jindal, Martha Russell and Eric Peterson.

Highlights from the findings include:

-) Fewer than half of organisations have a defined customer engagement strategy in place.

-) Sensitivity to price, focus on qualilty and desire for simplicity are the types of customer behaviour which responding organisations believe will be most significant to them during 2009.

-) Only 51 per cent of respondents said that the deteriorating economic climate had resulted in a greater focus on customer engagement.

-) 59 per cent of organisations said that they would increase their spending on email newsletters, the area of investment most likely to have previously driven a tangible improvement in customer engagement.

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cScape Customer Engagement Report 2009

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