Over 1000 respondents took part in cScape's fourth 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 fourth 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
Customer Engagement Strategy
- Just how important is customer engagement for companies and what can those who pay attention to it expect to achieve?
Tactics, behaviours and attitudes
- From email newsletters, microblogging and on-site video to personalisation, user-generated content and mobile communications; what are the most important engagement strategies that have resulted in a tangible improvement in companies' online customer engagement?
Enterprise 2.0
- How are companies innovating in the way they engage with their customers online?
Mobile
- Are organisations investing in the mobile channel? If they are, how are companies using mobile marketing to enhance and build engagement?
Mapping and Measurement
- How useful are customer mapping strategies, such as web analytics, buzz monitoring and usability testing for engaging customers online and how advanced are companies at gathering customer intelligence?
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
"Organisations need to focus on quality, simplicity and customer service in the next 12 months."
Richard Sedley, Customer Engagement Director, cScape
"Companies are seeing measurable benefits of actually having a conversation with their customers be it via Facebook, Twitter, etc."
Andy Beal, Editor, MarketingPilgrim.com
"With the latest set of results we can see the clear, common benefits that engagement can offer...these benefits are greatest where active audience or customer participation occurs."
Dr Dave Chaffey, Consultant, the cScape Customer Engagement Unit and Director, Marketing Insights Ltd
"Communication comes in many forms, but the key thing to bear in mind moving forward is that planning and persistence are invaluable."
BJ Cook, CEO and co-founder, Digital Operative Inc.
"While everyone is talking about social media, we shouldn't lose site of the fact that customer engagement is about much more than an employee with a Twitter account or an executive with a blog. Customer engagement needs to be effective and consistent across offline and digital channels."
Linus Gregoriadis, Research Director, Econsultancy
"In this new 'me-centric' rather than 'brand-centric' world people are bound to be less tolerant of unplanned, under-resourced, badly trained, disconnected, deaf-eared customer service."
Clare O'Brien, Consultant, the cScape Customer Engagement Unit and Managing Director, Content Delivery and Analysis Ltd
"The message is clear; engaging customers around the world is key and it is not just about translating copy."
Monica Hart, Account Director, cScape