Creating a customer engagement strategy: How to get more out of your web investment
‘Creating a customer engagement strategy: How to get more out of your web investment’ was the first in a series of cScape events focusing on how to add value to customers through a customer-centric approach – and demonstrating how to reach them using Web 2.0 tools.
Customer engagement strategies clearly have potential for both the commercial and public sectors. The event was attended by companies including Barclays, Aviva and The Body Shop alongside membership and public sector organisations – striking a chord with the attending companies: “It is so exciting that we are on the cusp of exploring the potential of technology that connects people,” said Wendy Earle, commissioning editor from the British Film Institute.
Richard Sedley, director of customer engagement at cScape, challenged the audience with the assertion that their web plans must incorporate customer engagement techniques in order to be effective in the current web environment. He advocated the power of persuasive design as a benign influence on customer behaviour, averring that “persuasion is the new usability”.