Richard Four Key Trends

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Richard Sedley discusses 'Four Key Trends in Customer Engagement' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

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Richard Four Key Trends

  1. 1. Introduction Four key trends for customer engagement Richard Sedley Director, cScape Customer Engagement Unit
  2. 2. Four tactics for customer engagement <ul><li>Personalisation and the rich experience </li></ul><ul><li>Persuasion and the role of psychology </li></ul><ul><li>Atomisation and the distributed experience </li></ul><ul><li>Social tools and the new conversation </li></ul>
  3. 3. What is engagement? <ul><li>Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service) </li></ul>
  4. 4. Personalisation and the rich experience me, Me, ME
  5. 5. Personalisation and the rich experience
  6. 6. Personalisation and the rich experience
  7. 7. Personalisation and the rich experience
  8. 8. Personalisation and the rich experience
  9. 9. Personalisation and the rich experience
  10. 10. Personalisation and the rich experience
  11. 11. Personalisation and the rich experience
  12. 12. Personalisation and the rich experience
  13. 13. Persuasion and the role of psychology
  14. 14. Persuasion and the role of psychology Sign-up Report Report Sign-up A B Conversion rate = 84% Conversion rate = 72% 44% Field conversion 91% Field conversion Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  15. 15. Atomisation and the distributed experience You. BBC Your blog Slideshare Facebook Linked In Adapted from a graphic by David // Armano
  16. 16. Atomisation and the distributed experience Me. BBC Slideshare Facebook Linked In Adapted from a graphic by David // Armano You. Tottenham Hotspurs My blog
  17. 17. Atomisation and the distributed experience If your customers spend 99% of their online time on sites other than your own perhaps you should focus on trying to be present where they are rather than paying a fortune to drag them to your site. “ ” Ashley Friedlien, CEO E-consultancy
  18. 18. Social tools and the new conversation
  19. 19. Social tools and the new conversation
  20. 20. Social tools and the new conversation
  21. 21. Four tactics for customer engagement <ul><li>Personalisation and the rich experience </li></ul><ul><li>Persuasion and the role of psychology </li></ul><ul><li>Atomisation and the distributed experience </li></ul><ul><li>Social tools and the new conversation </li></ul>
  22. 22. Thank you
  23. 23. Download book for free at www.winners-and-losers-in-a-troubled-economy.com

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