Engage12 - Richard Sedley - Seren


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Engage12 - Richard Sedley - Seren

  1. 1. s hannel AwesomenesThe Dimensions of Multic
  2. 2. Richard SedleyStrategy Director @Ric hardS edley
  3. 3. We work for
  4. 4. Four challenges we must face Increasing Increased New New authority interruption expectation communities modelsSimplicity and Insights and Partnerships and Openness and psychology personalisation collaboration authenticityHow can we meet these challenges?
  5. 5. CUSTOMER ENGAGEMENTis the best measure of current and futureperformance; an engaged relationship isprobably the only guarantee for a futurereturn on your organisation’s objectives. 1st Annual Customer Engagement Report. Published 2006
  6. 6. DefinitionCUSTOMER ENGAGEMENTRepeated interactions that strengthenthe emotional, psychological andphysical investment a customer hasin a brand (product or service)
  7. 7. QuestionHow do we focus on theright things to drivecustomer engagement?
  8. 8. ONE meness ltichann el Aweso o ns of MuSix Dimensi SIX
  9. 9. 1.Clarity &Simplicity
  10. 10. •  42 different jams 60% looked 3% bought •  3 different jams 40% looked 30% bought 1000 browsers, 1 euro per jar •  42 jams = 18 euros •  3 jams = 120 eurosBrainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
  11. 11. Tip 1.Don’t make me thinkWith apologies to Steve Krug
  12. 12. 2.Recognition & Reaction
  13. 13. Reward Enabling Appreciating Remembering UnderstandingListening Recognition chain
  14. 14. g AcceptingListenin Recognition chain
  15. 15. 45% vs 1 4%Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
  16. 16. 45% vs 4 5%Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
  17. 17. Reciprocity A B Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli Form Whitepaper Whitepaper FormConversion rate = 84% Conversion rate = 72% 44%completion accuracy 91% completion accuracy
  18. 18. Tip 2.Recognition is the basis of any engagedrelationship.Always provide feedback on thefeedback.
  19. 19. 3.Integrity & Service
  20. 20. Incre a se d satis by 41 faction %
  21. 21. Tip 3.Understanding your own brandpromise is the first step towardsdelivering on it.
  22. 22. 4.Glide & Flow
  23. 23. Increas ed ARP of the U by 6 relevan % & 7% t wineBrainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
  24. 24. Increased ARPU by 18%Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
  25. 25. by 0 .21% dA RPU Incr easeFrom a speech by Martin Lindestrom
  26. 26. Flow highA psychological Arousalstate where aperson is fully Anxiety Flowimmersed andfocused on anactivity or task. ChallengeMihály Worry ControlCsíkszentmihályi Apathy Relaxation Boredom low low Skill level high
  27. 27. A   B  
  28. 28. Variable reinforcement highCreate outcomes,small or large, withoutbeing able to predict Variable intervalswhat action is going to Variable rewardsbe able lead to thatoutcome. Engagement Fixed interval Regular reward low short Time long
  29. 29. Tip 4.Sometimes engagement is abouttunnelling for ease of use, sometimes it’sabout challenge.Don’t be scared to treat customersdifferently and reward them randomly.
  30. 30. 5.Seduction & Delight
  31. 31. INCREASING MOTIVATION PsychologyREMOVINGFRICTION Usability Joshua porter
  32. 32. Details for Women" Details for Men" British Tailoring brings you a contemporary cut for a sleek and stylish design. This super slim fit suit creates a modern look and fresh, edgy style. Cut in a slim fit with traditional shoulders, lapels and waist for a comfortable timeless look, it features a single breasted front…"
  33. 33. Details for Women" Details for Men" Makes you look cool"
  34. 34. Tip 5.Contrary to popular opinion, things thatare enjoyable will be perceived as easyto use and efficient.
  35. 35. 6.Ambition &Innovation
  36. 36. Elements of a good story•  PASSION to make your customers care•  a HERO to drive the action•  an ANTAGONIST to challenge the hero•  a moment of AWARENESS where the hero realises how to overcome his or her obstacles•  TRANSFORMATION wherein the hero accomplishes his or her desired goals The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
  37. 37. Tip 6.Customers want to know they areengaging with a best of breed company.They will write their own stories aboutyou if you don’t provide stories.
  38. 38. What is yourawesomeness profile ?
  39. 39. Clarity & SimplicityRecognition Integrity& Reaction & Service Glide Seduction & Flow & Delight Ambition & Innovation
  40. 40. Thanks for listening Richard Sedley richard.sedley@seren.com @richardsedley Seren.com