Over 1000 respondents took part in cScape's second Annual Online Customer Engagement Survey, an international research inititative looking at digital trends across sectors.
Customer experience professionals, marketers and digital experts from a wide variety of organisations responded. The survey report is the second annual benchmark report on customer engagement, with comments from leading digital industry figures in the UK and the US.
Register to download the report free of charge now (normal price £150)
Key sections
Importance and benefits of Customer Engagement
- Just how important is customer engagement for companies and what can those who pay attention to it expect to achieve?
New engagement strategies
- From consistent online and offline experiences to personalisation, Web 2.0 tools, efficient customer service and persuasive copy; what are the most important engagement strategies?
Measurement and research
- What is the best way of finding out about your customers' needs and interests? And how do you analyse and make use of the data once it has been gathered?
Barriers to success
- There is a high level of optimism around the potential for engaging customers online, but what are the barriers to delivering an optimum customer experience?
What do the experts think?
- With comment pieces by leading digital marketing professionals and thought pieces by cScape Customer Engagement consultants, the survey report blends hard figures with insightful commentary.
Highlights from the report
"The ability to develop and refine a 'light-touch' approach based upon a deeper psychological understanding of customers is essential"
Richard Sedley, Customer Engagement Director, cScape
"The question of how you determine and measure engagement is imperative."
Jim Sterne, Founding President, the Web Analytics Association
"We are still struggling to understand what creates an engaging customer experience online and how to measure it."
Avinash Kaushik, Analytics Evangelist, Google
"Engagement is an operational necessity, rather than just a bolt-on or a technical solution."
Theo Papadakis, Marketing Consultant, the cScape Customer Engagement Unit
"Companies would do well to understand that customer engagement can't be controlled within their own websites."
Andy Beal, Editor, MarketingPilgrim.com
"The need to differentiate between customer segments has not been properly addressed."
Dr Dave Chaffey, Consultant, the cScape Customer Engagement Unit and Director, Marketing Insights Ltd
"The mobile is the most fascinating new medium for engaging customers since the dawn of the internet."
Peter Mortensen, Blogger, Journalist and Consultant
"The most engaging content is simply useful and works."
Clare O'Brien, Consultant, the cScape Customer Engagement Unit and Managing Director, Content Delivery and Analysis Ltd