Customer engagement survey 2008
December 3, 2007 – 1:45 pmE-consultancy and cScape have run their Customer Engagement Survey for the second year running and the report is now available. There is feedback in there for everyone and it makes for good reading.
This bit is the first to chew on (for me anyway):
“… 70% consider building a sense of community around their brand essential or important, but…
… only 20% plan to engage with target customers in social networking sites that they do not own…”
Which puts the thinking around how to approach the three types of community (centralised, de-centralised, and distributed) into an interesting organisational context. And ‘Ownership’. And ‘Control’.
Which makes me think about what Eric Schmidt said in The Economist yearbook for 2007:
“… The past few years have taught us that business models based on controlling consumers or content don’t work. Betting against the net is foolish because you’re betting against human ingenuity and creativity…
The direction is clear…
Simplicity is triumphing over complexity.
Accessibility is beating exclusivity.
Power is increasingly in the hands of the user…”
All good stuff for brain exercise. Thanks to the survey owners for going out of their way to research and publish this invaluable information, which you can download from the cScape website:
Download the Customer Engagement Report (.pdf; needs registration)
