Crownpeak: How to change customer-centricity by 'contextualising' consent

Whether it was Marc Andreessen’s proclamation in 2011 that software was eating the world, or Satya Nadella’s more recent analysis that every business is a digital business, tech ignorance is simply unimaginable today. Yet it’s the biggest open secret in martech: while all the marketing departments talk a great game, they aren’t getting anywhere near the value they should do from their investments across the stack.

By James Bourne, 31 May 2019, 0 comments. Categories: Attribution, Best Practice, Customer Experience.

Salesforce dives into blockchain with low-code CRM offering

Salesforce has announced the launch of Salesforce Blockchain, a CRM product which aims to let users share verified, distributed data sets across a network of partners and third parties.

The low-code offering, aimed at developers working on the Lightning platform, has its theory in exploring how CRM can extend beyond direct customer relationships to creating business models around ecosystems. The blockchain technology is used...

By James Bourne, 30 May 2019, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like...

How Sage is using employee advocacy to create a strong voice on social

Last week, Kim Kardashian West - perhaps the ultimate influencer - put digital ink to silicon and tweeted forth. Yet this wasn't quite a case of affirmation-brought-to-you-by-X. The socialite had visited Jack in the Box and wished for a discussion about the experience "pronto." Underneath, rival fast food brands, from Burger King, to Wendy's, to Steak-umm, were queuing...

Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate

To personalise, or not to personalise? Even though it's phrased as a question, personalisation may seem more of a proclamation today - and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.

The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet...

The nuts and bolts: Why B2B marketers shouldn't overlook enhancing their CRM today

As marketers, there is always a focus on results and ROI – it goes with the territory. After all, generating value and leads for clients are what ultimately drives their businesses, and keeps customers happy.

And, when it comes to keeping track, it’s a must for communicators to be savvy when measuring the warm conversations they’re having with positive prospects and existing clientele. So, when analysing elements such as goal conversions – for example...

By Andy McCaul, 16 May 2019, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing.

The rise of ‘eception’ and the ethical issues arising from humanising AI in customer experience

You land on a website one day and “Jay” sends you a welcome message and an invitation to chat. Jay has a smiley headshot displayed and seems well-spoken enough. But is Jay a human customer service agent, or a bot?

Even a few exchanges might not be enough to identify Jay’s true nature. You may have to say something completely unexpected to detect any indication of whether Jay is really there or running via...

By Howard Williams, 10 May 2019, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

AI in customer communications: Why the need for diversity is key

Technology truly has the power to move society forward—and we’re seeing it being adopted for good across the world. When it comes to healthcare, for example, AI is being used to process medical research in a way we’ve never seen before. In recent weeks, we’ve seen reports from UCLA that a new AI system can detect prostate cancer with the same levels of accuracy as experienced radiologists.

We’re...

By Alice Blair, 08 May 2019, 1 comment. Categories: Advertising Technology, Automation, Best Practice, Customer Experience.

How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority

At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...