Why emotional intelligence needs to be better utilised in customer service interactions

Daniel Goleman, the psychologist who popularised the term ‘emotional intelligence’ (the ability to read, understand and respond to human emotions appropriately) argued that Emotional Intelligence (EI) was just as important as IQ when it comes to leadership and achieving success at work.

He suggested that decision makers should look beyond the typical skillsets required for customer service work, and instead find ways to measure the EI of...

By Adam Wilkinson, 16 May 2018, 1 comment. Categories: Best Practice, Customer Experience, Data-driven marketing.

The ugly truth on conducting DIY research campaigns

Today’s data driven economy has theoretically transformed access to information about customers, prospects and competitors.  But drill down into the data provided by DIY research tools and the quality is raising serious concerns about the validity of research activity.

Help yourself

The plethora of self-service data collection platforms has provided organisations of every size with access to unprecedented depths of information. From apparently simple scripting to the wide choice of sample groups,...

By Jane Hales, 15 May 2018, 0 comments. Categories: Case Studies, Customer Experience, Publishing.

The Amazon problem: Making adversity the mother of invention

Amazon has long been a kind of big shapeless threat hanging over retail, but now this threat is solidifying into something that could compromise the medium-term survival of even the most established retail brands.

Already in 2018, we’ve noticed that ‘The Amazon Problem’ is now dominating retail conversations more than ever before and we’re also seeing a real sea change in the sense of urgency with which brands are responding.

Change in 2018

If 2017 was the year of fixing the basics -...

By Steve Borges, 14 May 2018, 0 comments. Categories: Branding, Customer Experience.

How learning management system data can inform your marketing strategy

As marketers, there is no shortage of options when it comes to targeting audiences. Data-driven marketing is quickly becoming king. The true challenge is learning to use the available data to inform effective choices.

One rich data source that many marketers overlook is learning management systems. Learning management systems (LMSs) have long provided hefty data reports and analytics to help users improve online training effectiveness and return on investment. However, many companies are unaware that this...

By Christopher Pappas, 11 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

The growth of mCommerce: How to adapt your content

mCommerce - the digital trend that retailers cannot afford to ignore with over 25% of the world’s population (1.6 billion) using their mobile devices to make purchases. It’s certainly not replacing ecommerce, but a larger proportion of online sales are now coming from mobile devices with recent trends show that online shopping via a desktop and laptop has decreased by 15% in 2018, compared to smartphone transactions, which have doubled.

Mobile commerce is an advancement of ecommerce but through...

Overcoming the B2B conversion hurdle: What are digital marketers missing?

A recent article on Forbes.com revealed that B2B customers progress more than 70% of the way through the decision-making process before engaging a sales representative. For many organisations, this will have made for a frightening read. And the immediate, almost knee-jerk reaction, will have been to panic about how to ‘seal the deal’ in the final 30% of the time they’ll dedicate to their pre-purchase assessment.

But the trick here isn’t to rush into offering crazy discounts or...

The elusiveness of customer loyalty: Winning the new battleground for marketing-led growth

The digital world has given consumers near-endless choices, and that has made many of them fickle. Easily tempted away to try new products or services, consumers aren’t as likely to be loyal to brands as they once were. In fact, McKinsey research from more than 125,000 consumers shows that 87% of them exhibit a strong propensity to shop around and incumbent brands hold their own just 42% of the time.

Further, our data suggests that most categories are “shopping” categories. In this...

By Dave Elzinga, 08 May 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience, Data-driven marketing.

The GDPR learnings that nobody told you about: Guidelines for small businesses

Few changes over the last several years have as many practical repercussions on the way marketers do their job as GDPR. Our recent research into business readiness, run through Product Hunt, was met with thousands of responses.

There is a real eagerness across borders to share and learn when it comes to this topic – don’t forget it’s just as relevant for the US as it is for APAC marketers, as the regulation affects anyone collecting, processing and storing personal data of European...

By Judy Boniface, 04 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

The four most important metrics for any marketer to understand

Traditionally, marketers have tended to focus on clicks, unique visitors, leads and opportunities to measure campaigns and demonstrate their business impact.

While the marketing industry will never fully divert from these more traditional metrics, the competition is becoming tougher than ever before – with 589,008 new UK businesses setting up shop in 2017 alone. To truly stand out and drive a business forward in the modern day,...

By Jen Grant, 02 May 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.