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?
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
DefinitionCUSTOMER ENGAGEMENTRepeated interactions that strengthenthe emotional, psychological andphysical investment a customer hasin a brand (product or service)
QuestionHow do we focus on theright things to drivecustomer engagement?
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• 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
Tip 1.Don’t make me thinkWith apologies to Steve Krug
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
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.
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Tip 5.Contrary to popular opinion, things thatare enjoyable will be perceived as easyto use and efficient.
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
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.