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Econsultancy's first Australian State of Customer Engagement Report, sponsored by Responsys, is based on a survey of some 50+ senior client-side digital marketers, in addition to extensive qualitative interviews.

The 20+ page research report looks in detail at how marketers are addressing the complexities found within customer engagement, particularly from a cross-channel perspective. Current tactics, including how data is used, are also examined, alongside success measurement and barriers to effective engagement. 

Participating companies who were interviewed include the likes of: Accenture, AMP, Betfair, Kimberly-Clark, KPMG, Luxottica, MasterCard, NRMA, Universal Music, Virgin Mobile and Westpac.

The study shows that while companies see engagement as a high priority (the vast majority of respondents agree that engagement is important to their companies), most are experiencing problems in managing and achieving optimum activity. 

Key trends include: 

  • Marketers are still struggling with complete customer centricity 
  • Data is a priority focus, but marketers are struggling to use it efficiently  
  • Technology is the key to effective engagement with customers
  • Internal resources continue to hold marketers back 
  • Marketers are conscious of the need to make their customer engagement processes more sophisticated

Table of contents

  1. Executive summary and highlights
  2. Foreword by Responsys
  3. About
    1. Econsultancy
    2. Responsys
  4. Methodology and sample
    1. Methodology
    2. Respondent profiles
  5. Findings
    1. Engagement
    2. Cross-channel marketing
    3. The use of data
    4. Barriers to measuring engagement
    5. Effectiveness
    6. Measurement
    7. Personalisation
    8. Barriers to effective customer engagement
  6. Appendix

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: State of Customer Engagement Report (590 KB PDF)
  • Pdf Disabled State of Customer Engagement Report (546 KB PDF)

Access the full report

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