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6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
6 Theses - Digital Customer Engagement and the Troubled Economy
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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?

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

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

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