More than half of firms are planning to adopt Web 2.0 technologies next year, but many are still failing to offer a consistent customer experience across online and offline channels, according to new research by internet marketing specialist E-consultancy.
The 2007 Customer Engagement Report, sponsored by web communications specialist cScape, found that although most firms surveyed are planning to use technologies like blogs, podcasts, videocasts and user-generated content in their web sites, nearly two-thirds lack any advanced tools for monitoring customer experiences.
In addition, although half of respondents said that consistent online and offline experiences are essential for engaging with their audience, 37 percent are not providing this, the research revealed.
“Businesses should be applauded for their appetite for Web 2.0-type technology but there is also very much a need for companies to focus on the basic experience they provide and making sure there’s a consistency across different channels,” argued E-consultancy analyst Linus Gregoriadis.
He added that customers are now more internet-savvy and expect a higher standard of service from web sites, and so firms that fail to “meet or exceed expectations will find customers go elsewhere”.
Major barriers to delivering a good customer experience included lack of resources and skills, disconnected systems and a lack of boardroom buy-in, the survey found.
“For a lot of organisations the will is not there [at board level]; but to provide an end-to-end experience for the customer it needs to be,” said Gregoriadis. “It is not necessarily the right thing for all organisations to have all of these cutting-edge technologies; it’s more important to have a consistent and well thought-out approach.”
Neil Morgan, European vice-president of marketing for web analytics firm Omniture, agreed that corporate adoption of Web 2.0 is set to take off, but added that firms need to measure the success of implementing such technologies to avoid risking “a repeat of the untethered investment that lead to the dotcom crash”.
“Firms are trying to sort through the hype; the leading-edge people have done this now and the mass-market should pick it up next year,” he argued. “But if they are to avoid a backlash they’d better show results.”
User generated content could contain malicious code, say experts 30 Nov 2006
Web 2.0 development requires time, effort and, above all, collaboration 13 Nov 2006
Report finds that 63 per cent of firms are planning to increase their budget for paid search in the next 12 months 18 Apr 2008
Yahoo has announced its intention to buy web analytics firm IndexTools 09 Apr 2008
Intelligent Energy ramps up funding for R&D and partnerships 04 Jul 2008
Focus on energy savings through fuel efficiency for homes and public and commercial buildings 04 Jul 2008
ActionAid accuses G8 of driving more people into poverty by pursing biofuels and cutting agri-aid 04 Jul 2008
More news
Businesses' new found focus on the environment may be welcome, but according to Conrad MacKerron, it is taking attention away from workers' rights issues – and the credibility of the entire green business movement could be at risk 03 Jul 2008
It may be a year old, but as Dell's Jonathan Perry explains, firms looking to get rid of their old IT kit still need to pay attention to the WEEE directive 02 Jul 2008
Telling customers about your environmental targets is all well and good but, as Paul Thomas argues, they are meaningless if you do not know how they are to be achieved 01 Jul 2008 More in-depth
Post your comment
Send an email to the Business Green editor at feedback@businessgreen.com
