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There is a newer version of this report available: Customer Engagement Report 2011
The third annual Online Customer Engagement Report has been produced in partnership with cScape.
This research is based on a survey of 1,300 respondents carried out in September and October 2008.
The report findings are divided into the following sections:
-) Customer engagement strategy
-) Customer engagement and the economy
-) Tactics and initiatives
-) Issues and key principles
The report also contains expert commentary from a range of digital marketing thought leaders including Andy Beal, Jim Sterne, Pete Mortensen, Ian Jindal, Martha Russell and Eric Peterson. Highlights from the findings include: -) Fewer than half of organisations have a defined customer engagement strategy in place.
-) Sensitivity to price, focus on qualilty and desire for simplicity are the types of customer behaviour which responding organisations believe will be most significant to them during 2009. -) Only 51 per cent of respondents said that the deteriorating economic climate had resulted in a greater focus on customer engagement. -) 59 per cent of organisations said that they would increase their spending on email newsletters, the area of investment most likely to have previously driven a tangible improvement in customer engagement.
- Customer Engagement Report 2009 (1.57 MB PDF)