Creating Customer Engagement Strategies
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Transcript of Creating Customer Engagement Strategies
Richard Sedley
cScape Customer Engagement Unit
Creating customer
engagement strategies
Community
Contentmanagement
Usability
Permissionbased
marketing
Findability
Searchengine
marketing
Emailmarketing
Surveyingand
research
Touchstrategies
Searchengine
optimisation
Loyaltyprogrammes
Web metrics
CustomerRelationshipmanagement
Channelextension
Propositiondevelopment
Blogs
SMS
Track backs
Wikis
RIA
Behaviouraltargeting
Emails
Psycho-graphicprofiling
RSS
PPC
Podcasting
Contextualtargeting
Ajax
Customermanagedrelations
Videocasting
Personalisedexperiences
Persuasivedesign
Actionablemetrics
• Who?
• Why?
Customer engagement
• What?
• How?
Customer engagement:
Who?
Customers:• Citizens
• Employees
• Members
• Clients
• Colleagues
• Search engines
Customer engagement:
Why?
Your customers
are changing
Your customers
are changing
Your market is changing
+ –
£50k +
£250k +
£1m+
“The age of engagement
is necessitated by
the age of accountability”Bob DeSena, Mediaedge:cia
’cos we can
Customer engagement:
What?
Customer engagement:
How?
Personalisedexperiences
Persuasivedesign
Actionablemetrics
Customer engagement
starts with data
1.Where have they come from?
2.What do they do?
3.Who are they?
4.What do they want?
5.How do they want it?
The power of small changes
A
7 Days Free or
continue at £24.95
for eight weeks
at a saving of 50%
B
7 Days Risk Free
then continue at just
£24.95 for 8 weeks
(50% savings)
The power of small changes
A
7 Days Free or
continue at £24.95
for eight weeks
at a saving of 50%
B
7 Days Risk Free
then continue at just
£24.95 for 8 weeks (50%
savings)
12%
Touch mapping
Surveys and
questionnaires
Telephone
Web Postal
Face-to-face
Purchases
Above the line
advertising
Personalisedexperiences
Persuasivedesign
Actionablemetrics
Personalisedexperiences
Persuasivedesign
Actionablemetrics
www.particletree.com
Everyone needs a hug
www.istockphoto.com
Community
Contentmanagement
Usability
Permissionbased
marketing
Findability
Searchengine
marketing
Emailmarketing
Surveyingand
research
Touchstrategies
Searchengine
optimisation
Loyaltyprogrammes
Web metrics
CustomerRelationshipmanagement
Channelextension
Propositiondevelopment
Blogs
SMS
Track backs
Wikis
RIA
Behaviouraltargeting
Emails
Psycho-graphicprofiling
RSS
PPC
Podcasting
Contextualtargeting
Ajax
Customermanagedrelations
Videocasting
Customer life-cycleE
ng
agem
ent
Trialist
Nursery
Crownjewels
Regularsomething
Paysomething
Registerwith site
First sitevisit
49,305 memberssigned up in six weeks
> 1,000,000contributions~ 17 per member
Citizensrequired
• Engagement is a requirement for effectiveness
• Engagement starts with data gathering
• Strive for a single view of your customer
• Experiment and test
• Provide personalised conversations
• Persuasion is the new usability
• Relax and trust your instincts (but test)
Key take aways