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<ul><ul><ul><li>Six theses on  digital customer engagement in a troubled economy   </li></ul></ul></ul>Martyn Perks & Rich...
<ul><ul><ul><li>Cutting back during a  downturn is a survival solution not a winning solution.   </li></ul></ul></ul><ul><...
<ul><ul><ul><li>A retained, loyal and engaged customer is more valuable than a new one.   </li></ul></ul></ul><ul><ul><ul>...
<ul><ul><ul><li>Digital media provide the best means for achieving customer engagement during a downturn.   </li></ul></ul...
<ul><ul><ul><li>Customer engagement is the best predictor of future business.   </li></ul></ul></ul><ul><ul><ul><li>Custom...
<ul><ul><ul><li>Economic problems are  not deterministic.   </li></ul></ul></ul><ul><ul><ul><li>Research and test before y...
<ul><ul><ul><li>An economic downturn will create winners and losers.   </li></ul></ul></ul><ul><ul><ul><li>The winners wil...
<ul><ul><ul><li>This new publication explores the potential existing in digital media to develop online customer engagemen...
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6 Theses - Digital Customer Engagement and the Troubled Economy

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Where will your digital strategy be when the economy hits the fan?

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  • Ok I think I've finally tweeked these theses enough. Thanks to those who emailed me their comments. The final version is now available here:
    http://snurl.com/20jvq
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  • A couple of my colleagues have questioned thesis 5 and think that the word 'deterministic' is a bit obscure and old fashioned. What we're getting at here is that in much of the current commentary around economic downturns there is a tendency to assume that because times might be hard then customers will act in a particular way i.e. cut back on spending. But we need to be much more subtle in the way we understand cause and effect.

    During recessions there are a number of industries that have done quite well for themselves. The entertainment business is usually one of them. I'm assured that women's make-up sales also increase during recessions.

    Anyway because this thesis has been misinterpreted I'm thinking of changing it to:

    Economic problems are not deterministic

    Research and test before you assume that customers will spend less online
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  • I'm a little worried that thesis 2 sounds a bit defensive. i.e. concentrate on your existing customers rather than try and go out and acquire new ones. A good customer engagement strategy should really be about both acquisition and retention.

    So I was thinking of changing this thesis to:

    Developing customer engagement is a retention and acquisition strategy.

    Customers have both practical and emotional needs, both have to be met to achieve engagement
       Reply 
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Transcript of "6 Theses - Digital Customer Engagement and the Troubled Economy"

  1. 1. <ul><ul><ul><li>Six theses on digital customer engagement in a troubled economy </li></ul></ul></ul>Martyn Perks & Richard Sedley
  2. 2. <ul><ul><ul><li>Cutting back during a downturn is a survival solution not a winning solution. </li></ul></ul></ul><ul><ul><ul><li>Start by asking not what your customer can do for you, but what you can do for your customer </li></ul></ul></ul>1. Six theses on digital customer engagement in a troubled economy
  3. 3. <ul><ul><ul><li>A retained, loyal and engaged customer is more valuable than a new one. </li></ul></ul></ul><ul><ul><ul><li>Customers have both practical and emotional needs both have to be met to achieve engagement </li></ul></ul></ul>2. Six theses on digital customer engagement in a troubled economy
  4. 4. <ul><ul><ul><li>Digital media provide the best means for achieving customer engagement during a downturn. </li></ul></ul></ul><ul><ul><ul><li>Dialogue not monologue is the true language of online business </li></ul></ul></ul>3. Six theses on digital customer engagement in a troubled economy
  5. 5. <ul><ul><ul><li>Customer engagement is the best predictor of future business. </li></ul></ul></ul><ul><ul><ul><li>Customer engagement is a relationship built on mutual benefit </li></ul></ul></ul>4. Six theses on digital customer engagement in a troubled economy
  6. 6. <ul><ul><ul><li>Economic problems are not deterministic. </li></ul></ul></ul><ul><ul><ul><li>Research and test before you talk to customers in the language of a downturn </li></ul></ul></ul>5. Six theses on digital customer engagement in a troubled economy
  7. 7. <ul><ul><ul><li>An economic downturn will create winners and losers. </li></ul></ul></ul><ul><ul><ul><li>The winners will be those businesses that best use digital media and best engage their customers </li></ul></ul></ul>6. Six theses on digital customer engagement in a troubled economy
  8. 8. <ul><ul><ul><li>This new publication explores the potential existing in digital media to develop online customer engagement strategies that can turn everyone’s troubled times into your competitive advantage. </li></ul></ul></ul><ul><ul><ul><li>Where will your digital strategy be when the economy hits the fan? </li></ul></ul></ul>www.winners-and-losers-in-a-troubled-economy.com 1000 free advanced download copies available. Register now
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