The third annual Online Customer Engagement Report–produced by online publisher E-consultancy and digital agency cScape–is now available, and examines the likely impact of a worsening economic environment on customer behavior and psychology.
The report is based on a survey of 1300 respondents and looks at how companies plan to adopt customer engagement campaigns during these tough economic times. I was asked to review the early findings and provide my observations on the data.
Here’s what jumped out at me:
Over the last 12 months, a lack of budget and time (45%) was cited as the biggest barrier to starting a customer engagement campaign. Ironically, as budgets have tightened further—ahead of tougher economic times—those same businesses are increasing their focus in this area, with 41% naming the worsening economy as the catalyst for spending more resources on customer engagement.