- Web users will experience a roll-out of online widgets, social networks and video-sharing sites as brands put online customer engagement at the top of the business agenda
London, 27 November 2007:
Anyone who has experienced inconsistency between interactions with companies online and offline, or feels a boost in originality is needed in companies' service offering can look forward to 2008 as the year when online customer engagement tops the business agenda.
The overwhelming majority of companies (90%) now say that online customer engagement is either ‘essential’ or ‘important’ to their organisations, according to the second Annual cScape Customer Engagement Survey Report published this week.
Consumers are getting more familiar with web-based and desktop widgets, like social networking and video-sharing, as companies use an ever-widening range of methods to interact with customers. There will be an increase in the use of such applications in 2008 as companies attempt to reach their customers in novel ways.
Around a fifth of companies (18%) say they are already using web-based widgets while a further 39% have plans to use them in the future. Just under a third of organisations (32%) are planning to use social networks such as Facebook, with a further 19% already using them. Video-sharing sites are being used by 21% of companies while a further 29% say their organisations are planning to use them in the future.
Richard Sedley, customer engagement director at cScape, said: “The term and concept of engagement has entered mainstream business consciousness and is being bandied around the web more than ever before. The ability to develop and refine a 'light-touch' approach based upon a deeper psychological understanding of customers will be an essential counterbalance to the more bullish marketing practices that have shaped the digital terrain in the last 10 years"
Linus Gregoriadis, head of research at E-consultancy, said: “The increased focus on customer engagement represents a real shift in how companies are marketing to their customers and prospects. The days of a top-down, ‘broadcast’ approach are over. It is no longer about who is shouting the loudest. Those who are engaging effectively are reaping the benefits of improved customer loyalty and increased revenue.”
The research also found that companies are getting better at realising that they need an integrated approach which embraces all the channels used by customers. ‘A consistent online and offline customer experience’ is seen as ‘essential’ or ‘very important’ by 86% of organisations.
Leading digital industry figures commenting on the survey results predict a rising importance of customer engagement across all sectors in 2008. More than ever before, companies are realising that they should use the web to build trust and that they will ignore the customer's voice at their own peril.
The full E-consultancy / cScape Customer Engagement Report 2008 is available for download at:
http://www.cscape.com/services/Pages/customer-engagement-register.aspx
(registration needed)
Journalists and bloggers can email or call Linus Gregoriadis for a complimentary copy of the report and / or further information.
Linus Gregoriadis, Analyst, E-consultancy
(e: linus@e-consultancy.com t: 020 7681 4051)
cScape media contacts:
Richard Sedley, Customer Engagement Director, cScape
(e: r.sedley@cscape.com, t: 020 7689 8800)
Theresa Clifford, cScape
(e: t.clifford@cscape.com, t: 020 7689 8800)
About cScape
cScape, the research sponsor, is an award-winning interactive agency and a certified Microsoft Gold Partner. An emphasis on customer engagement underpins cScape’s integrated consultancy, creative design and technical development services.
The cScape Customer Engagement Unit (CEU), launched in November 2006, is a team of individuals with years of experience in digital marketing and communications, design and technology development. cScape combines in-depth research into the science of persuasion with the development of practical online strategies.
Our priority is to enable clients to align business goals with the needs and interest of their customers. cScape works with a diverse range of organisations from the corporate, charity and government sectors.
For further information about cScape, please contact Richard Sedley or Theo Papadakis at cScape on 020 7689 8800.
About E-consultancy
E-consultancy is an online publisher of best practice internet marketing reports, research and how-to guides. E-consultancy, named Publisher of the Year at the 2006 AOP Awards, also publishes buyer’s guides and has a directory of 100,000+ third party internet marketing white papers.
Subscribers pay from £195 per year to access the exclusive and highly practical content. E-consultancy also organises regular events, including roundtables and Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers at a Central London venue.
E-consultancy has 60,000 registered users and more than 145,000 unique users sessions per month (audited by ABC Electronic). It is popular among internet professionals because of its time-saving advice and insight.
The company also provides a range of public and in-house training programmes, such as seminars and workshops.
http://www.e-consultancy.com/about/