Firms focusing on customer engagement

Businesses are increasingly seeking to improve the level of customer engagement their online presence delivers, according to a new study.

Research carried out by e-consultancy and cScape found that 77 per cent of companies consider the importance of customer engagement to have grown in the last year.

Some 90 per cent of respondents said that such a strategy is now ´essential´ or ´important´ to the business operations and 86 per cent consider a ´consistent online and offline´ experience to be ´very important´ or ´essential´.

"The interactive experience that digital media provide has transformed our ability to engage with our customers and clients," the report said. "Digital media are flexible, offering us opportunities to capture more data faster than any other medium."

According to the findings, in the next year 42 per cent of organisations intend to utilise user-generated content in a bid to reach customers, while 35 per cent plan on using videocasting.

The main benefits of improving online customer engagement were found to be ´improved customer loyalty´ and ´increased revenue´.
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