Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.

1. The Future of Customer Engagement
Mark Galvin
Product Marketing Manager

2. The Future of Customer Engagement
• Focus of today’s session:
– What does customer engagement really
mean?
– Identification of the challenges in delivering
customer engagement
– How these challenges can be addressed?
– Are you ready to engage?

3. What does Customer Engagement
really mean?

4. Quick Questions
• Raise your hand if you use a Social Network,
e.g. Facebook, Twitter or LinkedIn?
• Raise your hand if you have both a business and
personal email account?
• Raise your hand if you access the internet via a
mobile device, e.g. iPad, iPhone, Blackberry, etc.

5. What does customer engagement really mean?
Marketers cannot ignore the influence of social media
• Online user reviews have a huge
influence on consumer electronics
purchases, with 43.7% of
purchases affected by word of
mouth.
SOURCE: BIGresearch as cited by
Bazaarvoice.com, December 2009
• According to Forrester, nearly
45% of European Internet users
say that in the past three months • 84% of consumers said they
they have researched a product were more likely to check online
online and then bought it in a shop. for reviews prior to making a
SOURCE: Forrester, March 2009 purchase compared to twelve
months ago,
SOURCE: Brand Reputation (Retail
Bulletin, October 2009)

6. What does customer engagement really mean?
Social media is everyday activity for millions of people
As of July 2010, 500 million people worldwide were actively
using Facebook, up from 400 million in February 2010. Half
of Facebook users log onto it everyday. More than 35
million update their statuses at least once a day. The
average user spends 55 minutes per day on Facebook and
has 130 friends.
SOURCE: The Facebook Blog, July 2010

7. What does customer engagement really mean?
For every active participant there are more watching…
Three years ago, only 9% of all UK internet time
was spent on social networks & blogs (this equates
to 1 minute in every 11). Since 2007, this sector has
grown and now accounts for nearly 23% of UK
Internet time – the equivalent of 1 in every 4.5
minutes.
SOURCE: UKOM, May 2010
In August, 10.4m individuals visited the
YouTube Homepage
SOURCE: UKOM, August 2010
Social networking now accounts for
nearly a quarter (23%) of all time
spent online
SOURCE: Ofcom, August 2010

8. What does customer engagement really mean?
Consumers are evolving…
e‐Dialog global consumer attitudes survey of 13,000 consumers worldwide ‐ June 2010
When asked which account types they owned...
Social Media: 49% (UK)
56% (US)
Work Email: 26% (UK)
34% (US)
Personal Email: 97% (UK)
98% (US)

9. What does customer engagement really mean?
Consumers are evolving…
“Today’s empowered consumers “Consumers have changed. We
hold a deep rooted cynicism are in the midst of a major
towards companies: 60% of social change in the way
respondents felts that ‘companies consumers listen and engage
with brands. The landscape has
are only interested in selling
changed from campaign
products and services to me, not management to customer
necessarily the product or service engagement.”
that is right for me’”
“Individuals are becoming increasingly used to interacting with content,
rather than passively receiving messages. Businesses now must listen, learn,
understand and speak with their customers on an individual level.”
Source: Alterian Brands at Risk Study

10. What does customer engagement really mean?
Consumers are evolving…
• Social Changes & customer demands and driving
marketing
• Digital channels are used to research products / services before making a
purchasing decision
• How a company or its products and services are perceived are highly
influenced by social media sites and the web
• If a brands messages are inconsistent across channels, it causes confusion
• Relevance of messages is key to ensure consumers do not “switch off” or
“tune out”
• Consumers control when they want information, and how they
wish it to be delivered
• Consumers require brands to understand their needs and
engage, not broadcast their messages

11. What does customer engagement really mean?
Consumers are evolving…
…So Marketing in turn needs to change
Customer Engagement means marketers can Listen, Learn,
Understand and Speak across multiple channels in a
relevant and engaging way with individual customers.
It means that marketers can communicate with the right
audience at the right time with the right messages via the
right channels and in the right tone of voice.

12. Identification of the challenges in delivering
customer engagement

13. Quick Questions
• Raise your hand if you use Web Analytics against your
businesses website?
• Raise your hand if you are working with Social Media as a
channel?
• Raise your hand if you are able to leverage the data
captured via these channels in your core customer
communications?
• Raise your hand if Web Analytics, Social Media, Email and
Traditional Channel campaign management is managed
by more than one department?

14. Identification of the challenges of delivering customer
engagement
• Organisational Challenges
– Point solutions are often purchased and managed in
departmental silos
– Messages on Website, Social Media, Email Communications
and traditional direct channels (Direct Mail, Outbound
Telemarketing) are often inconsistent
– Marketing and IT often source their own solutions rather than
working collaboratively for a “joined-up end goal”
– Lack of skills internally to make best use of technology
investment; both in terms of function and strategic vision

15. Identification of the challenges of delivering customer
engagement
• Operational Challenges
– Marketing often have no campaign view of activities across all
channels
• Downside of using “point solutions” vs. integrated solutions
• No single campaign flow view of phased communications
• Difficulties implementing contact lifecycles
– Digital Channel data often requires integrating with core
marketing data and is not easily leveraged by users
– Difficult often to compare the effectiveness of customer
engagement across channels
– Difficult to measure the impact of one channel vs. Another
– Difficult to understand the requirements of emerging channels to
understand how it can be incorporated into core marketing
processes

16. How these challenges can be addressed?

17. How can these challenges be addressed?
• Answering Organisational Challenges
– Establish a collaborative approach to running through Marketing
Plans inc. relevant departments such as Marketing, IT and Sales
• This will support technology investment which will meet long
term goals of sales and marketing and involve IT expertise
– Not all perceived technical functions are solely reliant on IT to
manage, solutions can make complex tasks simpler to undertake
• Technology is your friend – there are many solutions that enable
more control by marketing
– Regularly share planned campaigns and key messaging between
relevant departments
• Inconsistent messaging confuses customers and this can lead to
lack of trust
– Working collaboratively enables stronger business cases to be built
for procurement of software and services that meet your needs
• Operational and Technical needs drive home the messages to
your senior stakeholders of what value investments will bring

18. Identification of the challenges of delivering customer
engagement
• Answering Operational Challenges
– Move away from traditional purchase cycles of standalone
campaign management tools
• look for new age tools that focus on delivering customer
engagement leveraging all channels, not just traditional
• Avoid costly integration costs and data that is not optimal for
use in campaign targeting and measurement
– If you have already invested but need to incorporate data from
other channels:
• Work collaboratively with IT to understand what data is
captured; how it can be integrated with core marketing data
• Identify how to link online data with offline data, URN’s, email
addresses, ip addresses and social media handles
– If you don’t have these – identify campaigns to capture missing
information to build out your customer blueprint
• Define realistic metrics that you can incorporate into your
cross-channel campaign performance reporting

19. The Proof is in the Pudding...
‘....marketing directors are being dazed by data….’
‘….If other departments take control of customer insight then marketing is in
danger of losing its power tool…’
Survey of 600 CMOs and CIOs
60% of the CIOs claimed to own the companies digital marketing
70% of the CMOs making exactly the same claim.
‘’…unless marketers learn to disseminate technical
information their jobs may become redundant…’’
‘’ …it’s about how you use the data, not taking 3 months to
learn something from it…’’

20. Are you ready to engage?

21. Are you ready to engage?
• Before embarking on a journey to achieve full customer
engagement, work out where you are in achieving this?
• Customer Engagement is achievable in many ways that
can be addressed in “bite size” chunks
– There are solutions that can support a “start small, think big
approach”
– Invest wisely in technology that can grow with you to avoid costly
integrations in terms of data and software
Look at this marketing maturity model to see
assess your current level of customer
engagement... and more importantly, where
you want to be...

22. Customer Engagement Maturity Model
$
Level 4
Engagement
Level 3
Value Personalization
to the
Business Level 2
Segmentation
Level 1
Mass Marketing
Time
Product Market Consumer Individual
Business Strategy

23. Summarisation
• What does customer engagement really
mean?
– Management of inbound and outbound
communications
– Leveraging all available channels
– Consistent of messaging, across channels
– Individualising communications

24. Summarisation
• Identification of the challenges in
delivering customer engagement
– Departmental Silos
– Lack of alignment in business processes and
“joined up goals”
– Inconsistent channel messaging
– Internal skills / channel strategy vs.
Communication strategy

25. Summarisation
• How these challenges can be addressed?
– Working collaboratively on technology
investment, eliminate silos
– Working collaboratively on messages across
all channels, web vs. direct comms
– Establish who is the “owner”
– Empower users both in terms of data /
technology
– Establish value of data to the business before
embarking on costly integrations / invest wisely

26. Thank you for your time.
I will be on Stand E18 if anyone
would like to discuss this further.
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