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The role of Persuasion in
 Customer Engagement
           Richard Sedley
               Director
   cScape Customer Engagement Unit
Overview
• Customer Engagement: why now?

• The role of Persuasion

• 10 tips for online Persuasion
The importance of
 customer engagement
“Customer engagement is probably
    the most important activity
  any organisation will undertake
       in the next 3 years.”
a
Q



    a
    Q
Green   Red   Blue
Blogs       Wikis       Emails         PPC         Ajax




                         Psycho-                  Customer
 Mobile       RIA        graphic     Podcasting   managed
                         profiling                relations




 Social    Behavioural               Contextual     Video
                           RSS
networks    targeting                 targeting    casting
What’s the significance
        of CE?
How can you
 differentiate yourself?
The science and practice of
        persuasion
What is persuasion?


The goal of persuasion is to
change someone’s attitudes
       or behaviour.
Why persuasion?


Persuasion is the grease
  between acquisition,
conversion and retention
Four corners of persuasion

 • Credibility
 • Principles of motivation
 • Persuasion Windows
 • Persuasion as a dialogue
Credibility
• Presumed =    General assumptions in the
                mind of the perceiver
• Surface       Simple inspection or initial first
            =
                hand experience
• Reputed       Third party endorsements,
            =
                reports or referrals
• Earned        First hand experience that
            =
                extends over time

                                  Stanford University, Persuasive Technology Lab, 2003
The power of credibility
                          B
A




                                                    Marketing Experiments Journal, Feb 2007
                          Conversion rate = 3.03%
Conversion rate = 2.69%
                % change = 12.64%
        Projected monthly gain = $30,582.30
Principles of motivation

• Reciprocity
• Commitment and consistency
• Consensus
• Affinity (Liking)
• Authority
• Scarcity


                          Robert Cialdini, Influence: The Psychology of Persuasion, 1984
Persuasion windows

• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request

                                 Stanford University, Persuasive Technology Lab, 2003
Web2.0: Persuasion as a dialogue



           To influence a
  person to change their
    attitude or behaviour   The process of persuasion
                            changes the persuader
Ten tips for
online Persuasion
Are your headlines failing?
1. Engage you audience
      7% click through
2. Do you want to engage your audience?
      11% click through
3. Are you failing to engage your best
   customers?
      14% click through
Do you have social proof?
                                    “I think you’re great”

“I think you’re great”
              “I think you’re great”

“I think you’re great”
                         “I think you’re great”
“I think you’re great”
                            “I think you’re great”

                     “I think you’re great”
Make them feel proud


          The first,
          the last,
          the best
          and the rarest?
Exploit a thank you?
Set their alarm clock

         Provide reasons
         to return (regularly)
Use your authority

           Show off
           your status
The power of the portrait
More than just buttons




            Make sure you
            save your changes
Loss is more powerful
      than gain
Avoid trade-offs

• At a Persuasion Window:

    • Choice = good

    • Trade-offs = bad
Thanks
                 Richard Sedley
             r.sedley@cscape.com


     1. Sign-up to the cScape newsletter
2. Register your interest in an optimisation clinic
          3. Grab me and say hello

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Customer Engagement and 10 Tips for Online Persuasion

  • 1. The role of Persuasion in Customer Engagement Richard Sedley Director cScape Customer Engagement Unit
  • 2. Overview • Customer Engagement: why now? • The role of Persuasion • 10 tips for online Persuasion
  • 3. The importance of customer engagement “Customer engagement is probably the most important activity any organisation will undertake in the next 3 years.”
  • 4. a Q a Q
  • 5.
  • 6. Green Red Blue
  • 7.
  • 8.
  • 9. Blogs Wikis Emails PPC Ajax Psycho- Customer Mobile RIA graphic Podcasting managed profiling relations Social Behavioural Contextual Video RSS networks targeting targeting casting
  • 10.
  • 11.
  • 13. How can you differentiate yourself? The science and practice of persuasion
  • 14. What is persuasion? The goal of persuasion is to change someone’s attitudes or behaviour.
  • 15. Why persuasion? Persuasion is the grease between acquisition, conversion and retention
  • 16. Four corners of persuasion • Credibility • Principles of motivation • Persuasion Windows • Persuasion as a dialogue
  • 17. Credibility • Presumed = General assumptions in the mind of the perceiver • Surface Simple inspection or initial first = hand experience • Reputed Third party endorsements, = reports or referrals • Earned First hand experience that = extends over time Stanford University, Persuasive Technology Lab, 2003
  • 18. The power of credibility B A Marketing Experiments Journal, Feb 2007 Conversion rate = 3.03% Conversion rate = 2.69% % change = 12.64% Projected monthly gain = $30,582.30
  • 19. Principles of motivation • Reciprocity • Commitment and consistency • Consensus • Affinity (Liking) • Authority • Scarcity Robert Cialdini, Influence: The Psychology of Persuasion, 1984
  • 20.
  • 21.
  • 22.
  • 23. Persuasion windows • When you are in a good mood • When your world view no longer makes sense • When you can take action immediately • When you feel indebted because of a favour • Immediately after you have made a mistake • Immediately after you have denied a request Stanford University, Persuasive Technology Lab, 2003
  • 24. Web2.0: Persuasion as a dialogue To influence a person to change their attitude or behaviour The process of persuasion changes the persuader
  • 25.
  • 26. Ten tips for online Persuasion
  • 27. Are your headlines failing? 1. Engage you audience 7% click through 2. Do you want to engage your audience? 11% click through 3. Are you failing to engage your best customers? 14% click through
  • 28. Do you have social proof? “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great” “I think you’re great”
  • 29. Make them feel proud The first, the last, the best and the rarest?
  • 31. Set their alarm clock Provide reasons to return (regularly)
  • 32. Use your authority Show off your status
  • 33. The power of the portrait
  • 34. More than just buttons Make sure you save your changes
  • 35. Loss is more powerful than gain
  • 36. Avoid trade-offs • At a Persuasion Window: • Choice = good • Trade-offs = bad
  • 37. Thanks Richard Sedley r.sedley@cscape.com 1. Sign-up to the cScape newsletter 2. Register your interest in an optimisation clinic 3. Grab me and say hello