Online Customer Engagement Trends that will impact your organization Gijsbert van der Sleen Amsterdam, June 2008

LinkedIn http://the-efuture.blogspot.com http://ebmp.pbwiki.com/FrontPage

LinkedIn

today, I am going to talk to you about …

changes …

6 trends …

organizational impact …

a definition …

and some guidelines …

ready?

Organizations used to think they know (almost) everything about their customers …

Where and how to meet them …

here …

here …

here …

and here …

But now , customers do not seem to hang out in the same places …

Or want the same things anymore …

They are here …

here …

here …

and here …

Atos Consulting

identifies 6 trends , which will impact your online customer engagement …

the social web The web is not just linking information The web is linking people trend 1

shift of control prosumers : the consumer as supplier customers as source of information and inspiration customers as participant in product development (co-creation) customers as experts trend 2

convergence of media multi channel integration instant messaging location based services trend 3

decreasing time to market trend 4 online campaigning content management

full self service automation of customer contact trend 5

Apparently they are all working for the same customer … transparency trend 6

so, what does it all mean for my organization ?

… basically, it means that the online component is becoming increasingly more important to your customers and your organization !

this must lead to …

a different way of engaging your customers …

… a new way of communicating and interacting in your enterprise …

… and an alignment of your operational habits to enable and adopt the change !

… and an alignment of your operational habits to

enable and adopt the change !

we define online customer engagement as …

we define online customer engagement as …

a social phenomenon enabled by the wide adoption of the internet …

a social phenomenon enabled by the wide adoption of the internet …

the behavior of customers that engage in online communities revolving, directly or indirectly, around product categories and other consumption topics …

the behavior of customers that engage in online communities revolving, directly or indirectly, around product categories and other consumption topics …

marketing practices that aim to create , stimulate or influence customer engagement behavior …

marketing practices that aim to create , stimulate or influence customer engagement behavior …

and, of course metrics to measure the effectiveness

and, of course metrics to measure the effectiveness

that’s all very nice and theoretical , but can you give some guidelines of how this would work in my organization?

build a customer focused culture guideline 1 Ga een relatie aan met je klanten op basis van zijn interesses!

build a customer focused culture guideline 1 Ga een relatie aan met je klanten op basis van zijn interesses!

allow customers to be different guideline 2 screendumps screendumps

allow customers to be different guideline 2 screendumps screendumps screendumps

use new channels for new products guideline 3

allow customers to participate guideline 4 Consumer 2 consumer production

allow customers to participate guideline 4

make transparency a goal in itself guideline 5 screendumps screendumps

make transparency a goal in itself guideline 5

start organizing differently guideline 6 screendumps screendumps screendumps

measure and steer guideline 7

questions?

For more information please contact: Gijsbert van der Sleen Principal Consultant m +31 6 51366308 [email_address] Atos Consulting Papendorpseweg 93 Utrecht