creating customer engagement strategies

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Richard Sedley cScape Customer Engagement Unit Creating customer engagement strategies

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Page 1: Creating Customer Engagement Strategies

Richard Sedley

cScape Customer Engagement Unit

Creating customer

engagement strategies

Page 2: Creating Customer Engagement Strategies

Community

Contentmanagement

Usability

Permissionbased

marketing

Findability

Searchengine

marketing

Emailmarketing

Surveyingand

research

Touchstrategies

Searchengine

optimisation

Loyaltyprogrammes

Web metrics

CustomerRelationshipmanagement

Channelextension

Propositiondevelopment

Page 3: Creating Customer Engagement Strategies

Blogs

SMS

Track backs

Wikis

RIA

Behaviouraltargeting

Emails

Psycho-graphicprofiling

RSS

PPC

Podcasting

Contextualtargeting

Ajax

Customermanagedrelations

Videocasting

Page 4: Creating Customer Engagement Strategies

Personalisedexperiences

Persuasivedesign

Actionablemetrics

Page 5: Creating Customer Engagement Strategies

• Who?

• Why?

Customer engagement

• What?

• How?

Page 6: Creating Customer Engagement Strategies

Customer engagement:

Who?

Page 7: Creating Customer Engagement Strategies

Customers:• Citizens

• Employees

• Members

• Clients

• Colleagues

• Search engines

Page 8: Creating Customer Engagement Strategies

Customer engagement:

Why?

Page 9: Creating Customer Engagement Strategies

Your customers

are changing

Page 10: Creating Customer Engagement Strategies

Your customers

are changing

Page 11: Creating Customer Engagement Strategies

Your market is changing

+ –

Page 12: Creating Customer Engagement Strategies

£50k +

Page 13: Creating Customer Engagement Strategies

£250k +

Page 14: Creating Customer Engagement Strategies

£1m+

Page 15: Creating Customer Engagement Strategies

“The age of engagement

is necessitated by

the age of accountability”Bob DeSena, Mediaedge:cia

Page 16: Creating Customer Engagement Strategies

’cos we can

Page 17: Creating Customer Engagement Strategies

Customer engagement:

What?

Page 18: Creating Customer Engagement Strategies

Customer engagement:

How?

Page 19: Creating Customer Engagement Strategies

Personalisedexperiences

Persuasivedesign

Actionablemetrics

Page 20: Creating Customer Engagement Strategies

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?

Page 21: Creating Customer Engagement Strategies
Page 22: Creating Customer Engagement Strategies

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)

Page 23: Creating Customer Engagement Strategies

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%

Page 24: Creating Customer Engagement Strategies

Touch mapping

Surveys and

questionnaires

Email

Telephone

Web Postal

Face-to-face

Purchases

Above the line

advertising

Page 25: Creating Customer Engagement Strategies

Personalisedexperiences

Persuasivedesign

Actionablemetrics

Page 26: Creating Customer Engagement Strategies
Page 27: Creating Customer Engagement Strategies
Page 28: Creating Customer Engagement Strategies
Page 29: Creating Customer Engagement Strategies
Page 30: Creating Customer Engagement Strategies

Personalisedexperiences

Persuasivedesign

Actionablemetrics

Page 31: Creating Customer Engagement Strategies
Page 32: Creating Customer Engagement Strategies
Page 33: Creating Customer Engagement Strategies
Page 34: Creating Customer Engagement Strategies

www.particletree.com

Everyone needs a hug

Page 35: Creating Customer Engagement Strategies

www.istockphoto.com

Page 36: Creating Customer Engagement Strategies
Page 37: Creating Customer Engagement Strategies
Page 38: Creating Customer Engagement Strategies
Page 39: Creating Customer Engagement Strategies
Page 40: Creating Customer Engagement Strategies

Community

Contentmanagement

Usability

Permissionbased

marketing

Findability

Searchengine

marketing

Emailmarketing

Surveyingand

research

Touchstrategies

Searchengine

optimisation

Loyaltyprogrammes

Web metrics

CustomerRelationshipmanagement

Channelextension

Propositiondevelopment

Page 41: Creating Customer Engagement Strategies

Blogs

SMS

Track backs

Wikis

RIA

Behaviouraltargeting

Emails

Psycho-graphicprofiling

RSS

PPC

Podcasting

Contextualtargeting

Ajax

Customermanagedrelations

Videocasting

Page 42: Creating Customer Engagement Strategies

Customer life-cycleE

ng

agem

ent

Page 43: Creating Customer Engagement Strategies

Trialist

Nursery

Crownjewels

Regularsomething

Paysomething

Registerwith site

First sitevisit

Page 44: Creating Customer Engagement Strategies

49,305 memberssigned up in six weeks

> 1,000,000contributions~ 17 per member

Citizensrequired

Page 45: Creating Customer Engagement Strategies

• 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