engage12 - richard sedley - seren
DESCRIPTION
TRANSCRIPT
The Dimensions of Multichannel Awesomeness
Richard Sedley Strategy Director @RichardSedley
We work for
Increasing interruption
Increased expectation
New communities
New authority models
Four challenges we must face
Simplicity and psychology
Insights and personalisation
Partnerships and collaboration
Openness and authenticity
How can we meet these challenges?
is the best measure of current and future
performance; an engaged relationship is
probably the only guarantee for a future
return on your organisation’s objectives.
CUSTOMER ENGAGEMENT
1st Annual Customer Engagement Report. Published 2006
Repeated interactions that strengthen
the emotional, psychological and
physical investment a customer has
in a brand (product or service)
Definition
CUSTOMER ENGAGEMENT
Question
How do we focus on the right things to drive customer engagement?
ONE
SIX
Six Dimensions of Multichannel Awesomeness
1. Clarity & Simplicity
• 42 different jams 60% looked 3% bought
• 3 different jams 40% looked 30% bought
1000 browsers, 1 euro per jar
• 42 jams = 18 euros
• 3 jams = 120 euros
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
Don’t make me think
With apologies to Steve Krug
Tip 1.
2. Recognition & Reaction
Enabling Reward
Recognition chain
Listening
Understanding
Remembering
Appreciating
Listening Accepting
Recognition chain
45% vs 14%
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
45% vs 45%
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
Form Whitepaper
Whitepaper
A B
Conversion rate = 84% Conversion rate = 72%
44% completion accuracy
91% completion accuracy
Em
bed
ded
Per
suas
ive
Str
ateg
ies
to O
bta
in V
isit
ors
’ Dat
a. G
am
be
rin
i, P
etr
uc
ci,
Sp
oto
, Sp
ag
no
lli
Reciprocity
Form
Recognition is the basis of any engaged
relationship.
Always provide feedback on the
feedback.
Tip 2.
3. Integrity &
Service
Increased satisfaction by 41%
Understanding your own brand
promise is the first step towards
delivering on it.
Tip 3.
4. Glide & Flow
Increased ARPU by 6% & 7% of the relevant wine
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
Increased ARPU by 18%
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Doley
Increased ARPU by 0.21%
From a speech by Martin Lindestrom
Ch
alle
ng
e
Skill level
Arousal
Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
low high
low
h
igh
Boredom
Relaxation Apathy
Worry Control
Anxiety
Flow
A B
Enga
gem
ent
Variable reinforcement
Time
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
short long
low
hi
gh
Fixed interval
Regular reward
Variable intervals
Variable rewards
Sometimes engagement is about tunnelling for ease of use, sometimes it’s about challenge.
Don’t be scared to treat customers differently and reward them randomly.
Tip 4.
5. Seduction & Delight
INCREASING MOTIVATION Psychology
REMOVING FRICTION Usability
Joshua porter
Details for Men"Details for Women"
British Tailoring brings you a contemporary cut for a sleek and stylish design. This super slim fit suit creates a modern look and fresh, edgy style. Cut in a slim fit with traditional shoulders, lapels and waist for a comfortable timeless look, it features a single breasted front…"
Details for Men"Details for Women"
Makes you look cool"
Contrary to popular opinion, things that are enjoyable will be perceived as easy to use and efficient.
Tip 5.
6. Ambition & Innovation
• PASSION to make your customers care
• a HERO to drive the action
• an ANTAGONIST to challenge the hero
• a moment of AWARENESS where the hero realises
how to overcome his or her obstacles
• TRANSFORMATION wherein the hero accomplishes
his or her desired goals
Elements of a good story
The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, Richard Maxwell & Robert Dickman
Customers want to know they are engaging with a best of breed company.
They will write their own stories about you if you don’t provide stories.
Tip 6.
What is your awesomeness
profile ?
Clarity & Simplicity
Integrity & Service
Seduction & Delight
Recognition & Reaction
Glide & Flow
Ambition & Innovation
