Following last year's widely discussed report, which showed 2007 would be a watershed year for online customer engagement, this year's survey examines how companies and web agencies are taking up customer engagement strategies - and the barriers they face in doing so. It focuses on the importance of the mobile channel in engaging customers.
The survey, which is relevant for members of agencies, suppliers or vendors, will provide substantial research into current opportunities and obstacles for customer experience measurement. It will also produce unique insights into the political and technical challenges that companies are experiencing when it comes to joining up offline and online channels.
Leading interactive marketing gurus, including Avinash Kaushik, Ron Shevlin, Andy Beal and Dave Chaffey, will analyse the survey results in a report to be published by cScape.
The survey includes questions about measurement, segmentation & personalisation, customer experience, organisational structure and technology. Taking just 5 minutes to complete, each respondent receives a free copy of the research report, written in association with cScape and normally costing £149. eConsultancy is offering this incentive to mark the launch of its monthly series of surveys on hot topics within digital marketing.
The 2007 Online Customer Engagement Survey found that a majority of organisations were either using or planning to adopt user-generated content, corporate blogs, podcasting and videocasting in the next 12 months. However, many organisations were struggling to provide a consistent and personalised level of customer experience at a basic level across existing channels.
The survey found that there were significant gaps between the aspirations of many companies to engage customers and deliver an optimal customer experience and the reality of what they are doing to meet these goals. The 2008 follow-up survey will show the extent to which ambitions have been followed by actual implementation of new platforms and technologies.
The Second Annual Online Customer Engagement Survey was launched on 20 September 2007 and has already made a big impact with 750 people having completed it in the first week.
About the Annual Online Customer Engagement Survey
The deadline for completing the 2008 survey is Friday 19 October 2007.
The cScape-sponsored Annual Online Customer Engagement Survey was launched last year and carried out in November 2006. A Customer Engagement Report based on the survey findings can be found here:
Over 800 respondents, all internet and / or customer experience professionals, both ‘client-side’ and from agencies, completed the 2007 survey.
Theo Papdakis, Marketing Executive, cScape
(E: t.papadakis[.]cscape.com, T: 020 7689 8218)
Richard Sedley, Customer Engagement Director, cScape
(E: r.sedley[.]cscape.com, T: 020 7689 8800)
Linus Gregoriadis, Analyst, E-consultancy
(E: linus[.]e-consultancy.com T: 020 7681 4051)
cScape is an award-winning interactive agency and a certified Microsoft Gold Partner. An emphasis on customer engagement, and associated conversion aims, underpins cScape’s integrated marketing consultancy, creative design and technical development services.
About cScape's Customer Engagement Unit (CEU)
The CEU, which launched in November 2006, is a team of individuals with years of experience in digital marketing and communications, design and technology development.
E-consultancy is an online publisher of best practice internet marketing reports, research and how-to guides. It also publishes buyer’s guides and has a directory of 100,000+ third party internet marketing white papers.
Since moving to a paid-content model in 2003 E-consultancy has amassed thousands of paying subscribers, more than 45,000 registered users and 150,000+ unique users sessions per month.
E-consultancy, which was recently named Publisher of the Year in the 2006 AOP Awards, also organises both in-house and public training events. Subscribers pay from £149 per year to access the exclusive and highly practical content.