Richard Sedley

cScape Customer Engagement Unit

Creating customer

engagement strategies

Community

Contentmanagement

Usability

Permissionbased

marketing

Findability

Searchengine

marketing

Emailmarketing

Surveyingand

research

Touchstrategies

Searchengine

optimisation

Loyaltyprogrammes

Web metrics

CustomerRelationshipmanagement

Channelextension

Propositiondevelopment

Blogs

SMS

Track backs

Wikis

RIA

Behaviouraltargeting

Emails

Psycho-graphicprofiling

RSS

PPC

Podcasting

Contextualtargeting

Ajax

Customermanagedrelations

Videocasting

Personalisedexperiences

Persuasivedesign

Actionablemetrics

• Who?

• Why?

Customer engagement

• What?

• How?

Customer engagement:

Who?

Customers:• Citizens

• Employees

• Members

• Clients

• Colleagues

• Search engines

Customer engagement:

Why?

Your customers

are changing

Your customers

are changing

Your market is changing

+ –

£50k +

£250k +

£1m+

“The age of engagement

is necessitated by

the age of accountability”Bob DeSena, Mediaedge:cia

’cos we can

Customer engagement:

What?

Customer engagement:

How?

Personalisedexperiences

Persuasivedesign

Actionablemetrics

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?

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)

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%

Touch mapping

Surveys and

questionnaires

Email

Telephone

Web Postal

Face-to-face

Purchases

Above the line

advertising

Personalisedexperiences

Persuasivedesign

Actionablemetrics

Personalisedexperiences

Persuasivedesign

Actionablemetrics

www.particletree.com

Everyone needs a hug

www.istockphoto.com

Community

Contentmanagement

Usability

Permissionbased

marketing

Findability

Searchengine

marketing

Emailmarketing

Surveyingand

research

Touchstrategies

Searchengine

optimisation

Loyaltyprogrammes

Web metrics

CustomerRelationshipmanagement

Channelextension

Propositiondevelopment

Blogs

SMS

Track backs

Wikis

RIA

Behaviouraltargeting

Emails

Psycho-graphicprofiling

RSS

PPC

Podcasting

Contextualtargeting

Ajax

Customermanagedrelations

Videocasting

Customer life-cycleE

ng

agem

ent

Trialist

Nursery

Crownjewels

Regularsomething

Paysomething

Registerwith site

First sitevisit

49,305 memberssigned up in six weeks

> 1,000,000contributions~ 17 per member

Citizensrequired

• 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