Why personalising the customer experience is key to winning the retail battle

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According to Gartner, 89% of marketing leaders expect customer experience will be the primary basis for competitive differentiation by 2017. Customer experience is fast becoming the key battleground where retailers vie for our attention and wallets.

With instant access to pricing and product information, shoppers can switch between retailers in a heartbeat. Today’s consumer is more discerning than ever before, with higher expectations than ever before. As a result, retailers...

By Graeme Collins, 27 February 2015, 1 comment. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, Personalised Marketing.

Five questions for companies that want to survive in the age of the customer

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For Forrester, the last hundred years of commerce is defined by eras. The ‘Age of Manufacturing’ came first where large industrial companies, such as Ford and GE, made their names. 1960 to 1990 was the Age of Distribution when globally connected transportation systems, the jet engine and advances in logistics made household names of UPS and Toyota. Then, from 1990 to 2010 the Age of Information saw the likes of Amazon and Google become huge successes through globally...

By Adam Poole, 27 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Born digital or not: 1:1 personalisation sets new standard for marketing

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It is the entertainment awards season again as the industry confers recognition on music and moviemakers in the Grammys and Oscars. But let us switch arenas. If we were to give awards in personalised, 1:1 marketing, who would get the nod?

Clearly companies like Amazon and Netflix would end up on the red carpet. These “born-digital” companies have been pioneers in personalisation, creating marketing algorithms, gathering intelligence and then delivering relevant content to...

Neuroplasticity and the multi-device experience

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With any new technology there is always an accompanying question: How is this technology changing us and our relationships, and is it for the better or the worse?

There are always two sides to the argument, from utopian and dystopian viewpoints - but this has never before been more marked than in the context of digital technology, particularly with the major shifts in connectivity brought by the web, social media and mobile devices.

A utopian viewpoint suggests that technology makes...

By Dan Machen, 24 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Brands risk marketing mayhem with poor Twitter responses

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Whether brands like it or not Twitter has become the first stop for many consumers looking to resolve queries or problems online and brands that ignore the power of this do so at their peril. With an estimated 15 million users in the UK alone it is a channel brand marketers cannot afford to underestimate.

In such a public forum brands have to be seen to react quickly and efficiently to customer enquiries if they are to gain the trust not only of the customer they are dealing with...

By Liz Morrell, 23 February 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

Using customer insights for better engagement

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For many companies, the very thought of harvesting big data and analysing this to maintain and improve their customer engagement strategies can cause them to break out in a cold sweat.

The truth is that although the concept can seem daunting, the desired outcome is actually fairly simple. Think about all the times you feel engaged and connected to a favourite brand. The operative word here is feel.

A recent study shows 50% of customers cite how they felt about their interaction with a...

By Kate Nicol, 23 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

How can you deliver a personal, digital experience?

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Can you imagine what it was like when I started work 25 years ago? Computers were rare; we had to share one in the branch of the bank I worked in. We had no text messaging, no Facebook, in fact we had no Internet which meant no emails, no video conferencing and certainly no online shopping or applications. But we still ran a pretty good business, served customers well and made money.

But the world has changed. Digital services have never had more of an impact on our lives...

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...