Emergence 2009
eTourism Forum Cyprus
18 February 2009
Winning in a
Troubled Economy
Richard Sedley
cScape Customer Engagement Director

Richard Sedley
Director Customer Engagement

Six theses on
digital customer
engagement in a troubled
economy

Six theses on digital customer engagement in a troubled economy
1. 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

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

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

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

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

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

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

customer-engagement-network.com

10 key trends in
customer engagement

Simplicity

Sacrifice

Escapism

Nostalgia

Reuse

Trust

Control

Loyalty

Community

Leadership

Simplicity Trust
Sacrifice Control
Escapism Loyalty
Nostalgia Community
Reuse Leadership

Thanks for listening.
r.sedley@cscape.com
www.customer-engagement.net