9 January 2009 9 Comments

customer engagement and web 2.0

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


customersEngagement has become a buzz word now. It is built on trust plus positive perception. We are no longer in the old landscape where customer satisfaction rules. We are now in a new landscape where that is the minimum requirement. Value acceleration is the order of the day. The new landscape has fused marketing with conversation. This entails listening and engaging the customers to be co-creators of the brand.

Participation in web 2.0 and social media is no longer optional for brands, but compulsory-that is for those who see the future from now.

Interestingly whether we are there or not, the conversation continues on the web 2.0 and social media is taking the lead. Though the development is still trying to take off here in our country. But we must note when something has become a vogue, the early entrant will have taken position and plundered the markets/options. Web 2.0 and social media offer greater opportunities for brands to start a conversation. Conversation is the beginning of engagement.

Prior to web 2.0 the only way brand owner get to know about customers complaints, request is through physical contacts or telephone at best. The climate has changed here too .Any brand that ignores web 2.0 now is on its way to obscurity, obsolescence. Out of sight is out of mind now.

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