28 November 2007
Online customer engagement is becoming more important to companies than ever before.
A new survey has found that three quarters of organisations (77%) say that its importance has increased in the last 12 months. The overwhelming majority of companies (90%) now say that online customer engagement is either ‘essential’ or ‘important’ to their organisations, according to the second Annual Online Customer Engagement Report.
A range of methods are being used by companies now to interact with customers. These include web-based and desktop widgets as well as participation in social networks and uploading to video-sharing websites.
The research also found that companies are realising that they need an integrated approach which embraces all the channels used by customers. ‘A consistent online and offline customer experience’ is seen as ‘essential’ or ‘very important’ by 86% of organisations.
The report is based on the findings of a survey of more than 1,000 online marketers, including 456 company or ‘client-side’ respondents and 438 agency participants.
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