A three-part presentation on how online customer engagement has become a new science that requires an understanding of the role of persuasion. Part one: The importance of Customer Engagement. Part two: The role of Persuasion in Customer Engagement. Part three: 10 tips for online persuasion.

1. The role of Persuasion in
Customer Engagement
Richard Sedley
Director
cScape Customer Engagement Unit

2. Overview
• Customer Engagement: why now?
• The role of Persuasion
• 10 tips for online Persuasion

3. The importance of
customer engagement
“Customer engagement is probably
the most important activity
any organisation will undertake
in the next 3 years.”

4. a
Q
a
Q

6. Green Red Blue

9. Blogs Wikis Emails PPC Ajax
Psycho- Customer
Mobile RIA graphic Podcasting managed
profiling relations
Social Behavioural Contextual Video
RSS
networks targeting targeting casting

12. What’s the significance
of CE?

13. How can you
differentiate yourself?
The science and practice of
persuasion

14. What is persuasion?
The goal of persuasion is to
change someone’s attitudes
or behaviour.

15. Why persuasion?
Persuasion is the grease
between acquisition,
conversion and retention

16. Four corners of persuasion
• Credibility
• Principles of motivation
• Persuasion Windows
• Persuasion as a dialogue

17. Credibility
• Presumed = General assumptions in the
mind of the perceiver
• Surface Simple inspection or initial first
=
hand experience
• Reputed Third party endorsements,
=
reports or referrals
• Earned First hand experience that
=
extends over time
Stanford University, Persuasive Technology Lab, 2003

18. The power of credibility
B
A
Marketing Experiments Journal, Feb 2007
Conversion rate = 3.03%
Conversion rate = 2.69%
% change = 12.64%
Projected monthly gain = $30,582.30

19. Principles of motivation
• Reciprocity
• Commitment and consistency
• Consensus
• Affinity (Liking)
• Authority
• Scarcity
Robert Cialdini, Influence: The Psychology of Persuasion, 1984

23. Persuasion windows
• When you are in a good mood
• When your world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favour
• Immediately after you have made a mistake
• Immediately after you have denied a request
Stanford University, Persuasive Technology Lab, 2003

24. Web2.0: Persuasion as a dialogue
To influence a
person to change their
attitude or behaviour The process of persuasion
changes the persuader

26. Ten tips for
online Persuasion

27. Are your headlines failing?
1. Engage you audience
7% click through
2. Do you want to engage your audience?
11% click through
3. Are you failing to engage your best
customers?
14% click through

28. Do you have social proof?
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”
“I think you’re great”

29. Make them feel proud
The first,
the last,
the best
and the rarest?

30. Exploit a thank you?

31. Set their alarm clock
Provide reasons
to return (regularly)

32. Use your authority
Show off
your status

33. The power of the portrait

34. More than just buttons
Make sure you
save your changes

35. Loss is more powerful
than gain

36. Avoid trade-offs
• At a Persuasion Window:
• Choice = good
• Trade-offs = bad

37. Thanks
Richard Sedley
r.sedley@cscape.com
1. Sign-up to the cScape newsletter
2. Register your interest in an optimisation clinic
3. Grab me and say hello