The cScape Annual Online Customer Engagement Survey 2007 is the first international research initiative of its kind.
Over 800 internet and customer experience professionals from organisations in all sectors have responded. The first in an ongoing research programme, it will provide a valuable annual benchmark.
Key sections
Measuring customer experience
Encompassing the evaluation of customer experience, satisfaction and loyalty: how are organisations measuring customer engagement – and what is on their radar?
Customer Engagement
From mapping customer experiences and touch-points to working in cross-functional teams; how are marketers approaching customer engagement?
Segmentation and Personalisation
How are other organisations segmenting their audiences? What levels of online personalisation do audiences expect?
Barriers
What prevents organisations from delivering magnificent customer experience? What are the barriers to investing in technology?
Highlights from the report
“In the new digital age and the world of Web 2.0, there are more channels available to engage and communicate with customers. But while there is an unprecedented level of opportunity for organisations, the changing landscape also creates new challenges when attempting to create a consistent end-to-end experience.”
The report highlights discrepancies between perception and practice – particularly variations in agency and in-house perspectives...
“There is a gap between what organisations realise is important and what they are actually doing in practice.”
In the context of customer satisfaction…
“Two thirds of in-house respondents said that their organisations measure customer satisfaction on a regular basis”
while
“agency respondents believe that measurement of customer satisfaction is less widespread”
What you think
“The biggest barrier to engagement and online development is the lack of vision and understanding that still sees the web as a distribution channel, as a cost, rather than as a vital opportunity for building deep relationships between people and the products they use.”
Norman Lewis, Director of Technology Research, Orange UK plc
