Winning strategies include digita - Richard Sedley presents surmounting challenges for troubled economy via digital strategy - etourism forum by Patrick Heuchenne

1. Emergence 2009
eTourism Forum Cyprus
18 February 2009
Winning in a
Troubled Economy
Richard Sedley
cScape Customer Engagement Director

2. Richard Sedley
Director Customer Engagement

4. Six theses on
digital customer
engagement in a troubled
economy

5. Six theses on digital customer engagement in a troubled economy
1. Cutting back during a
downturn is a survival tactic not a
winning strategy.
Start by asking not what your customer can do
for you, but what you can do for your customer

6. Six theses on digital customer engagement in a troubled economy
2. Developing customer engagement is a
retention and acquisition strategy.
Customers have both practical and emotional needs,
both have to be met to achieve engagement

7. Definition of customer engagement
Repeated interactions that strengthen
the emotional, psychological and
physical investment a customer
has in a brand (product or service).

8. Six theses on digital customer engagement in a troubled economy
3. Digital media provide the best means
for achieving customer engagement
during a downturn.
Dialogue not monologue is the true language
of online business

9. Six theses on digital customer engagement in a troubled economy
4. Customer engagement is the best
predictor of future business.
Customer engagement is a relationship built
on mutual benefit

10. Six theses on digital customer engagement in a troubled economy
5. Responses to economic downturns
are not
pre-determined.
Research and test before you assume that customers
will spend less online.

11. Six theses on digital customer engagement in a troubled economy
6. An economic downturn will create
winners and losers.
The winners will be those businesses
that best use digital media and best engage
their customers

12. customer-engagement-network.com

13. 10 key trends in
customer engagement

14. Simplicity

15. Sacrifice

16. Escapism

17. Nostalgia

18. Reuse

19. Trust

20. Control

21. Loyalty

22. Community

23. Leadership

24. Simplicity Trust
Sacrifice Control
Escapism Loyalty
Nostalgia Community
Reuse Leadership

25. Thanks for listening.
r.sedley@cscape.com
www.customer-engagement.net