Online CustomerEngagement Management
A new trend?
Academic Report By Georgia Fotaki, Nicole Gkerpiniand Angeliki Iliana TriantouSupervisor: Prof. Sjaak Brinkkemper
Utrecht
Business
University
Informatics
October 2012
Online Customer Engagement Management:A new trend?
2
Contents
1. Introduction
2. Market Analysis of Customer Driven Online Engagement
2.1. Customer Driven Online Engagement Market
2.1.1 Web analytics tools2.1.2 Social media monitoring software2.1.3 Web Content Management systems2.1.4 Audience targeting
2.2 Representation of an Online Customer Engagement Management tool the Market
3. Online Customer Engagement Management (OCEM)Processes
3.1.
OCEM Framework
3.2.
Identification of Customer Engagement Behaviours
3.3. Evaluation Engagement Manifestations3.4. Reaction on Customer Engagement behaviours3.5.
Online Customer Engagement Optimization
4. Survey Observations5. Conclusions
6. References About
Online Customer Engagement Management:A new trend?
3
1. Introduction
Intodaysrapidlychangeandhighlyinteractivebusinessenvironment,“OnlineCustomerEngagementManagement”(OCEM)hasalreadystartedattractingthe
attention of marketers. OCEM constitutes a way to deepen customer relationship,increase c
ustomer’sloyalty,aswellasmeetandserveindividualcustomerneeds.
The real-time interactions and the potential of broader, richer and faster customerengagement through virtual environments allows companies to achieve anongoing customer dialogue, in
ordertocollectcustomers’andprospectivecustomers’knowledge(Sawhney,Verona,&Prandelli,2005).However,despite
the growing interest, since the
notionof“CustomerEngagement”
is newlyintroduced only a few are well informed about it and know the way to achieve it.Moreover, companies nowadays use several tools and solutions in order to achieveOCEM. Nevertheless, there are software tools available in the market, which areable to support all the steps of the Customer Engagement process.This report attempts to make clear the concept of OCEM and clarify the need of anOCEM tool. Therefore, a market analysis is conducted and an OCEM software toolis compared to other software solutions, and placed in the market. Moreover,OCEM analysis is defined by creating and presenting an OCEM framework. Finally,the report discloses results of a nationwide survey amongst marketers, whichregards OCEM and the use of OCEM tools. The findings are very interesting,revealing growing trends in OCEM market.
2. Market Analysis of Customer Driven Online Engagement
2.1. Customer Driven Online Engagement Market
Companies integrate various combinations of tools in their business processes inorder to achieve customer engagement in their online channels. These tools can beeither:a)
Tools that facilitate parts of the Online Customer Engagement process andform the market of Customer Driven Online Engagement orb)
Specific software tools intended to engage customers and assist the wholeprocess of Online Customer Engagement, the OCEM tools.It is obvious that OCEM market, which will be analysed in the next chapter,constitute a subset of the Customer Driven Online Engagement Market, but theydifferentiate by intending to support all of the stages of Customer Engagement andnot only a part of them.This chapter discusses the general market of Customer Driven Online Engagement,although these tools do not provide the full set of functionality that OCEMsolutions offer (even when combined), they do go a long way. Such solutionsinclude
Web Content Management, Customer Relation Management, Web Analyticsor Social Media monitoring tools. The combination of such tools can provide thecompany with databases that contain information and statistics about website
visitors’trends,needs,purchasinghabitsandinformationaboutdemographic
characteristics. Though no vendor includes all of the functions that can besupported, it is necessary to report the functions and the capabilities that exist inthe target market.
One$of$the$leading$solutions$in$this$0ield$is$BlueConic,$by$GX$Software$(www.BlueConic.com).
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This report attempts to make clear the concept of OCEM and clarify the need of an
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