Online Customer Engagement Report 2007

There is a newer version of this report available: Customer Engagement Report 2011

This 63-page report, sponsored by cScape, is essential reading for organisations striving for effective Customer Engagement and the best possible Customer Experience. Increased use of digital channels by consumers has presented new challenges for businesses because they need to ensure that they are delivering an online experience which is in keeping with their brands and joined-up with what is happening across other channels, for example in-store or via call centres. With the growing excitement around Web 2.0, how we attract and develop relationships with our audiences has taken on new imperative. The interactive experience that digital media provide has transformed our ability to engage with our customers and clients. Digital media are flexible, offering us opportunities to capture more data faster than any other medium. But how effective are we in engaging our customers? How ready are we to exploit our chosen medium? And what will future customer relationships look like? These are questions that this report goes some way towards answering. The findings are divided into the following sections:
- Measuring Customer Experience
- Customer Engagement
- Segmentation and Personalisation
- Barriers to customer experience and technology investment
Some key findings:
42% are planning to apply user-generated content (UGC) to their websites in the next 12 months; 23% are using it already. 35% are planning to use corporate blogs in the next 12 months; 17% are using them already. 33% are planning to use podcasting in the next 12 months; 18% using it already. 35% are planning to use videocasting in the next 12 month; 17% using it already. Company respondents deem the five greatest “barriers” to delivering the best possible customer experience to be:
1) Lack of resources / time (regarded as a “great barrier” by 66% of company respondents)
2) Disconnected systems and technologies (50%)
3) Lack of skills and training (38%)
4) Lack of finances (37%)
5) Lack of regular processes and / or suitable methodology (36%)
The report also contains an appendix with a breakdown of results by company turnover, enabling organisations to benchmark themselves against other organisations of a similar size. Download it now to find out more.

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