The document discusses four key trends for customer engagement: 1) personalization and providing a rich customer experience, 2) the role of persuasion and psychology in engagement, 3) focusing engagement in distributed experiences across different customer platforms ("atomization"), and 4) using social tools for new conversations with customers. It provides examples and brief explanations for each trend and emphasizes meeting customers where they are online rather than trying to pull them to a company's own site for maximum engagement.

1. Introduction Four key trends for customer engagement Richard Sedley Director, cScape Customer Engagement Unit

4. Personalisation and the rich experience me, Me, ME

5. Personalisation and the rich experience

6. Personalisation and the rich experience

7. Personalisation and the rich experience

8. Personalisation and the rich experience

9. Persuasion and the role of psychology

10. Persuasion and the role of psychology Sign-up Report Report Sign-up A B Conversion rate = 84% Conversion rate = 72% 44% Field conversion 91% Field conversion Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli

11. Atomisation and the distributed experience You. BBC Your blog Slideshare Facebook Linked In Adapted from a graphic by David // Armano

12. Atomisation and the distributed experience Me. BBC Slideshare Facebook Linked In Adapted from a graphic by David // Armano You. Tottenham Hotspur My blog

13. Atomisation and the distributed experience If your customers spend 99% of their online time on sites other than your own perhaps you should focus on trying to be present where they are rather than paying a fortune to drag them to your site. “ ” Ashley Friedlien, CEO E-consultancy

14. Social tools and the new conversation

15. Social tools and the new conversation

16. Social tools and the new conversation