Monday, December 8, 2008

Online Customer Engagement Report 2009

For a third year, the Online Customer Engagement Report conducted by e-consultancy and sponsored by cScape Customer Engagement Unit is now available as a free download.

My take

I'm honored to be a contributor to this report. You can read my comments and those of other experts in the field: Alex Smith, Andy Beal, Backy Carroll, Ian Jindal, Jim Sterne, Martha Russell, Matthew Bailey and Peter Mortensen.

What strikes me is the growing gap between those who have defined a strategy and are taking control of it in-house, and those who are just seeking help from external agencies. While the first have established long term goals and will pursue the strategy despite the economic downturn, the later are much more likely to ditch their plan and focus on the very short term. Guess who will get the advantage!


The third annual Online Customer Engagement Report is based on a survey of 1,300 respondents carried out in September and October 2008.

While the importance of customer engagement is widely acknowledged, fewer than half of organizations (45%) have defined a customer engagement strategy. Many are still unsure about how to implement a coherent and practical plan of attack. Only about half of respondents (51%) said that the deteriorating economic climate had resulted in a greater focus on customer engagement.

The essence of customer engagement is seen as being about creating relationships which result in value both for customers and for organizations. Asked about their organization's interest in online customer engagement, 38% of respondents said that it was about "increasing long-term customer value" while 34% said that it was about "increasing value delivered to the customer".

Get more highlights from the report.