This document discusses customer engagement in the 21st century. It defines engagement as building relationships through repeated interactions that strengthen a customer's emotional and psychological investment in a brand. Engagement is important as it creates loyalty, increases revenue and profit, and facilitates learning for both companies and customers. However, engagement requires creating an emotional link with customers through conversation and creativity. The document recommends approaches like empowering employees, listening to feedback, building communities, and measuring engagement to facilitate customer relationships in today's changing technological landscape.

1. CUSTOMER ENGAGEMENT
IN THE 21ST CENTURY
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2. © Edengene 2013
ENGAGEMENT IS
NOT
A MARKETING
GIMMICK

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ENGAGEMENT IS
NOT
A PRODUCT DESIGN
PROCESS

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ENGAGEMENT IS…
A partnership with the
most creative, insightful,
connected and
knowledgeable
stakeholder in your
business, your customer.

5. WHAT IS ENGAGEMENT?
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It is a set of repeated interactions that strengthen the emotional,
psychological and physical investment a customer has in a brand.
In brief, it’s all about building relationships.

6. WHY IS IT IMPORTANT?
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» Creates customer LOYALTY
» Increases REVENUE and PROFIT
» Enhances public IMAGE
» Gains MARKET SHARE
» Increases employee SATISFACTION
» Facilitates business PREDICTABILITY
» Reduces costs in MARKETING and
CUSTOMER SERVICE.
And most of all …

7. WHY IS IT IMPORTANT?
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…LEARNING
Open conversations
generate learning for both
company and customer.

8. HOW DOES IT HAPPEN?
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It does not just happen.
We need to create an emotional link
with customers through repeated
conversation and creativity. This
demands constant motivation, co-
creation, and responding to feedback.

9. WHO IS THE ENGAGED USER?
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We need to shift from following the “Law of the Few” to the wisdom of the crowds.
The “few” are much fewer than we think.

10. WHO IS THE ENGAGED USER?
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Looking for hubs of regular people, who are more likely to be interested in
what businesses have to say, is more efficient.
Everyone is an influencer.
INNOVATIVE HUBS
FOLLOWER HUBS
MASS ADOPTION

11. CHALLENGES
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Tech Trends – Media Fragmentation
People have access to countless public
and personal channels that connect
them with others.
The mobile boom provided different
capabilities and a variety of interactions.
People interact differently according to
their device.
Social networking, gaming, browsing
and creativity have different platforms
and destinations.

12. CHALLENGES
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Economic Downturn
These difficult times will
definitely affect investing in
state-of-the-art digital media,
especially since it’s ever
changing and very technical.
But it is a fact that utilizing
digital media as the spine of
customer engagement will keep
a business in a better shape
than when choosing not to.

13. ENABLING TECH TRENDS
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4G (LTE) Technology
This technology is bringing mobile
connectivity to another level of
interactions.
This will drive more mobile use in
retail. Checking and rating products
will further affect purchase decision.
People will become more active on the
mobile web as connections are
becoming faster and more reliable.
It is expected that LTE will also
connect our environments.

14. FUTURE TRENDS
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HTML5 and Web-Based Rich Media
This is a new standard for web
developing that is bridging the gap
between devices, operating systems,
the Internet and rich content.
Websites will behave like mobile
applications, which will raise the level
of engagement and reduce the cost
of development.

15. FUTURE TRENDS
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Augmented Reality
A technology being used today
through mobile phones that
enables users to interact with
their surroundings by viewing
the real world mixed with
content.
When connected to the web,
augmented reality turns any
surface into a web page, any
street into Google Maps, and
any activity into a game.

16. FUTURE TRENDS
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The Internet of Things
First the Internet connected
pages of information, then it
connected people, now the
Internet is undergoing a new
addition, which is connected
objects.
Social interaction with objects
will become an online reality
within the coming years.

17. RECOMMENDATIONS
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Employee Empowerment
Great organizations maximize
customer output, customer
engagement, and subsequent
business results by maximizing
their employee output.

18. RECOMMENDATIONS
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Feedback: Listening makes a better
conversation
Create a listening center. Engagement
is a conversation, yet companies are
increasingly excluded from many of the
most important discussions.
These centers should be able to
monitor what is being said about their
organizations, products, and services
on social media, blogs, and other
online forums

19. RECOMMENDATIONS
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Web Centricity
When building a mobile
engagement platform, like a game
or an app, it pays to stay web
centered.
The web is becoming more
powerful and will be able to
operate websites that look and
feel like apps.

20. RECOMMENDATIONS
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Atomization
Break down of your offering into
bite sized portions that can be
spread across multiple locations,
and channels.

21. RECOMMENDATIONS
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Community Building – A Platform for Partnership
This approach creates reasons for your fans to want you to survive as a company.
As your creative partners, communities are the perfect place to create content as
well as products.

22. RECOMMENDATIONS
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Motivate
People are too busy to be
distracted, unless they are
self motivated it is hard to
ask them to participate.
This intrinsic motivation will
help enhance their creativity
as well as enjoyment.

23. RECOMMENDATIONS
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Measuring Customer
Engagement
Measurement tools provide
answers for current engagement
as well as predicting future
engagement.
These tools analyse data
gathered from customer activity
as well as the emotional score or
depth of the relationship.

24. © Edengene 2013
TECHNOLOGY IS EVER CHANGING,
BUT HUMAN EVOLUTION ISN’T
Relying on human factors is the safest way to leverage engagement.

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