Emergence 2009
       eTourism Forum Cyprus
              18 February 2009




   Winning in a
Troubled Economy
          ...
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 tact...
Six theses on digital customer engagement in a troubled economy



2. Developing customer engagement is a
   retention and...
Definition of customer engagement




Repeated interactions that strengthen
the emotional, psychological and
physical inve...
Six theses on digital customer engagement in a troubled economy



3. Digital media provide the best means
   for achievin...
Six theses on digital customer engagement in a troubled economy



4. Customer engagement is the best
   predictor of futu...
Six theses on digital customer engagement in a troubled economy



5. Responses to economic downturns
   are not
   pre-de...
Six theses on digital customer engagement in a troubled economy



6. An economic downturn will create
   winners and lose...
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
Winning Strategies for a Troubled Economy for etourism forum
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Winning Strategies for a Troubled Economy for etourism forum

  1. 1. Emergence 2009 eTourism Forum Cyprus 18 February 2009 Winning in a Troubled Economy Richard Sedley cScape Customer Engagement Director
  2. 2. Richard Sedley Director Customer Engagement
  3. 3. Six theses on digital customer engagement in a troubled economy
  4. 4. 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
  5. 5. 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
  6. 6. Definition of customer engagement Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service).
  7. 7. 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
  8. 8. 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
  9. 9. 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.
  10. 10. 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
  11. 11. customer-engagement-network.com
  12. 12. 10 key trends in customer engagement
  13. 13. Simplicity
  14. 14. Sacrifice
  15. 15. Escapism
  16. 16. Nostalgia
  17. 17. Reuse
  18. 18. Trust
  19. 19. Control
  20. 20. Loyalty
  21. 21. Community
  22. 22. Leadership
  23. 23. Simplicity Trust Sacrifice Control Escapism Loyalty Nostalgia Community Reuse Leadership
  24. 24. Thanks for listening. r.sedley@cscape.com www.customer-engagement.net

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