Richard SedleyDirector

cScape Customer Engagement Unit

The role of Persuasion in Customer Engagement

• Customer Engagement: why now?

• The role of Persuasion

• 10 tips for online Persuasion

Overview

“Customer engagement is probably the most important activity

any organisation will undertake in the next 3 years.”

The importance of customer engagement

Qa

Qa

Green Red Blue

Blogs

Mobile

Socialnetworks

Wikis

RIA

Behaviouraltargeting

Emails

Psycho-graphicprofiling

RSS

PPC

Podcasting

Contextualtargeting

Ajax

Customermanagedrelations

Videocasting

What’s the significance of CE?

The science and practice of persuasion

How can you differentiate yourself?

The goal of persuasion is to change someone’s attitudes

or behaviour.

What is persuasion?

Persuasion is the grease between acquisition,

conversion and retention

Why persuasion?

• Credibility

• Principles of motivation

• Persuasion Windows

• Persuasion as a dialogue

Four corners of persuasion

• Presumed

• Surface

• Reputed

• Earned

Credibility

Stanford University, Persuasive Technology Lab, 2003

=

=

=

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General assumptions in the mind of the perceiverSimple inspection or initial first hand experienceThird party endorsements, reports or referralsFirst hand experience that extends over time

The power of credibilityA B

Conversion rate = 2.69% Conversion rate = 3.03%

% change = 12.64%Projected monthly gain = $30,582.30

Marketing Experim

ents Journal, Feb 2007

• Reciprocity

• Commitment and consistency

• Consensus

• Affinity (Liking)

• Authority

• Scarcity

Principles of motivation

Robert Cialdini, Influence: The Psychology of Persuasion, 1984

• When you are in a good mood

• When your world view no longer makes sense

• When you can take action immediately

• When you feel indebted because of a favour

• Immediately after you have made a mistake

• Immediately after you have denied a request

Persuasion windows

Stanford University, Persuasive Technology Lab, 2003

To influence a person to change their

attitude or behaviour The process of persuasion changes the persuader

Web2.0: Persuasion as a dialogue

Ten tips for online Persuasion

1. Engage you audience

2. Do you want to engage your audience?

3. Are you failing to engage your best customers?

Are your headlines failing?

7% click through

11% click through

14% click through

“I think you’re great”

Do you have social proof?

“I think you’re great”“I think you’re great”

“I think you’re great”“I think you’re great”

“I think you’re great”

“I think you’re great”

“I think you’re great”

The first, the last, the best and the rarest?

Make them feel proud

Exploit a thank you?

Provide reasons to return (regularly)

Set their alarm clock

Show off your status

Use your authority

The power of the portrait

More than just buttons

Make sure you save your changes

Loss is more powerful than gain

• At a Persuasion Window:

• Choice = good

• Trade-offs = bad

Avoid trade-offs

Richard Sedleyr.sedley@cscape.com

Thanks

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