Online Customer Engagement Report 2009 sponsored by cScape Linus Gregoriadis, Head of Research E-consultancy.com Email: [email_address] Website: www.e-consultancy.com 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

Methodology

Findings

Customer Engagement Strategy

Customer Engagement and the Economy

Tactics and Initiatives

Barriers to Customer Engagement

Questions

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

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

Customer Engagement Strategy

How important is customer engagement to your organisation?

Does your organisation have a defined customer engagement strategy?

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%)

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%)

Customer Engagement and the Economy

Has the worsening economy caused your organisation to place more emphasis on customer engagement?

Are you an ostrich or an owl?

Which of the following behaviours & attitudes will your organisation need to address in the next 12 months?

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%)

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%)

Tactics and Initiatives

What has resulted in a tangible improvement in your organisation's online customer engagement?

Where do you anticipate investment to increase online customer engagement over the next 12 months?

How are you using mobile marketing to enhance customer engagement?

Barriers to Better Online Engagement

Most significant barriers to cultivating better customer engagement in the last 12 months

Questions? Linus Gregoriadis, Head of Research E-consultancy.com Email: [email_address] Website: www.e-consultancy.com http://www.e-consultancy.com/publications/customer-engagement-report-2009