cScape,, an award-winning digital agency, which has established itself as a key player in the field of customer engagement, has launched a 90-page book entitled: Winners and Losers in a Troubled Economy.

The book brings leading experts together, and includes guides and tips for businesses on moving towards an online customer engagement strategy. It also offers six core theses, addressing the issue of maintaining and attracting customers during times of a troubled economy.

Following on from an analysis of the major impacts on the market and trends, cScape looked at the area of customer engagement in the face of a possible economic downturn. The company identified that from every previous slowdown, there were clear winners and losers. cScape realised the value that could be added through offering businesses a guide to effective digital customer engagement.

As Richard Sedley, co-author of the report and director of cScape’s Customer Engagement Unit, commented: “The focus of this publication is on how digital media, if used correctly, can create engaging customer relationships.

“It is our contention that by embracing customer engagement and adopting the use of digital media as the spine of your customer interactions, no matter what market you are in, you stand a far better chance of not just emerging from a downturn unscathed, but becoming a clear winner.”

The six theses are:

1. Cutting back during a downturn is a survival tactic not a winning strategy: Start by asking not what your customer can do for you, but what you can do for your customer.

2. Developing customer engagement is a retention and acquisition strategy: Customers have practical and emotional needs–both should be met to achieve long-standing engagement.

3. Digital media provide the best means for achieving customer engagement during a downturn: Dialogue, not monologue is the true language of online business.

4. Customer engagement is the best predictor of future success: Customer engagement is a relationship built on mutual benefit.

5. Responses to economic downturns are not pre-determined: Research and test before you assume that customers will spend less online.

6. An economic downturn will create winners and losers: The winners will be those businesses that best use digital media and best engage their customers.

Sedley added: “The threat of economic instability and even recession poses some very serious questions. Do we carry on as before with unchanged business practices? Do we start to tighten our belts? Do we try to reach out to new markets and customers, recognising that the best form of defence is attack?"

Martyn Perks, co-author of the report and business consultant, said: “An engaged customer provides the best predictor for a business. And, during times of a downturn, I would argue that this is when customers need to be engaged more.”

In conjunction with the book, cScape will also be hosting a seminar on 11th March at Microsoft 100 in London, also entitled: Winners and Losers in a Troubled Economy. The invitation-only event will explore how businesses can turn digital channels into competitive advantage. And, it will demonstrate case studies, providing examples and learnings.

cScape’s book can be downloaded at The first 1000 to register will receive a free download copy, all registrations after that time will be charged at £13.95.


Notes to editors

About cScape:
cScape is an award winning digital agency that has a reputation for excellence with clients in the public sector, financial services, membership organisations and commercial businesses.

An emphasis on customer engagement, and associated conversion aims, underpins cScape’s integrated marketing consultancy, creative design and technical development services.

Each year, the company runs its benchmark Online Customer Engagement Survey, which it developed to raise awareness of customer engagement, investigate the extent to which organisations prioritise it, and the barriers and opportunities for creating optimal customer experiences.

cScape was founded in 1996 and is one of the most well-established design and technical consulting specialists in the UK. The company is based in Clerkenwell, London.

For further information, interviews and photography, please contact:
Katrina Walker, McDonald Butler
Tel: 020 8875 2000/07809 028711

Published on: 12:00AM on 3rd March 2008