Why digital plus human equals great customer experience

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If you listen to many experts, around one in two jobs in Europe is under threat from automation. In the digital world huge companies are able to service millions of customers with only a handful of staff, and the level of digitalisation will only increase, so what does this mean for the future of relationships between customers and companies?

While some books are predicting an end to the human face of companies, I am convinced that in 15 years’ time it will actually be the human...

Do B2B marketers have a trust issue when seeking external help?

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Outsourcing provides a company with experienced assistance that might not normally be available from its own internal staff, but could this solution be on its way out in B2B marketing circles?

Hinge, a professional services marketing, gathered responses from 530 professional services firms for its 2015 Professional Services Marketing Priorities report to find that only 13.2% exclusively use external resources.

The overwhelming trend is for these companies to favour having some form...

By Simon Holland, 18 February 2015, 0 comments. Categories: CRM, Customer Experience, Marketing Cloud, Personalised Marketing.

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Why customer profiles are the key to personalisation

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Personalisation has been around for a number of years now. Brands tend to focus on a single channel (often email or web) and concentrate on adjusting the content for a superficial personalisation experience.

Meanwhile the challenges brands face around the disparate state of their customer data are not addressed, resulting in a preference for broadcast marketing. Creating actionable customer profiles allows brands to break down their data silos, focus on the evolving data streams and...

Why technology is making customer experience more personal

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21st-century customer interaction is often categorised by being increasingly ‘experience’ focused  as market-aware, brand-weary consumers look for easy and efficient responses alongside personalised engagement.

Strong brand statements are no longer enough when communicating with the customer; the entire experience with a brand has to be responsive and perceptibly tailored to their needs.

Customers also now expect their entire journey with a brand to be an...

Bridging transactional and attitudinal insight to engage customers for the long term

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The subject of customer engagement and experience is becoming increasingly important within modern businesses, as today’s brands continue to fall over themselves in order to win customers and grow a loyal fan base. However, in doing so many are in fact turning consumers away by failing to properly engage with them. Indeed, Gartner suggests that brands have been disengaging them for over a decade, in a bid to lower costs.

Our recent research revealed that 50% of customers...

By Adam Goran, 13 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Personalised marketing: A primer

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We are all familiar with marketing personalisation, even if we don’t think we are. Those emails you get that recommend products or services? On site content suggestions depending on what you have recently viewed? That is all marketing personalisation, and it works thanks to some innovative tech going on behind the scenes.

This is so prevalent online now, that it has become the expected norm. It is no longer enough to simply round up your latest offers and send them over to...

By Oren Greenberg, 09 February 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Personalised Marketing.

Marketing and the power of personalisation

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There has been seismic change in the last decade alone. The development of new technologies, new tools, new channels and new rules has led to the emergence of increased consumer demands, more savvy customers and bigger requirements from the marketing profession than ever before.

Widespread reduction in budgets and the changing nature of customer communication demands more of marketing to generate better response rates and more effective engagement with consumers.

I want to discuss...

By Thomas Brown, 04 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Retailers struggling to come to terms with unified commerce

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Retailers have long struggled with disparate, legacy systems that have hampered their ability to integrate true omni-channel strategies.

Yet despite the recognition that a unified commerce platform can pay dividends, little more than half of retailers (53%) expect to implement a unified commerce platform in the next few years. However over the next ten years 86% of retailers plan to implement a unified commerce platform.

The conclusions have been drawn from a survey of nearly...

By Liz Morrell, 02 February 2015, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, S-Commerce.

Marketing reimagined: From cost centre to revenue generator

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Perception is everything in marketing and a new study supplies evidence of the tainted view many employees have of their marketing department, however there are visible traces that this stance is weakening.

Forecast and advisory firm the Economist Intelligence Unit, which conducted research on behalf of Marketo, discovered that 68% of marketers believed the rest of their company viewed the marketing department as a cost centre.

Likely fuelled by misinformation, the study reports that...

By Simon Holland, 29 January 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Social Media Marketing.