The myth of customer experience and the emergence of brand experience


We all know what a customer experience (CX) is. To many, it is the holy grail of marketing metrics. Yet I think as important as the CX may be, of greater importance overall is the view, the big picture, of the brand experience (Bxp).

Am I splitting words? Not really. Are the terms interchangeable, or are they something very different? As with many things in life and marketing, the view, your point of view depends on your position on the hill.

Let’s start with a few online definitions.

By Thaddeus Kubis, 04 March 2016, 0 comments. Categories: Customer Experience.

Data privacy and personalisation: Why marketers can have their cake and eat it

(c) shepherd

The use of data to personalise company communications is axiomatic in digital marketing. Marketers were among the first to leverage the vast amounts of data companies now collect to allow them to offer more relevant products and services to consumers.

And these methods are only becoming more sophisticated. The world’s largest companies are now thinking of ever-more inventive ways of collecting data through the rising number of devices and channels we connect to. With

By Chris Smith, 03 March 2016, 0 comments. Categories: Customer Experience, Personalised Marketing.

How video marketing opportunities are opening up for smaller businesses


Harnessing the power of video for marketing is a challenge for any business, but for small to medium sized businesses more limited on resources, it can be even more daunting, with costs high and producing high-end video complex.

However smart video storytelling application Magisto claims to be changing that with the extension of its platform to enable smaller businesses to more easily use video as part of their marketing mix.

The company has introduced user interactivity into its patented...

By Liz Morrell, 29 February 2016, 0 comments. Categories: Customer Experience, Video & Audio Marketing.

Brand errors on mobile: How to learn from the millennial experience

(c) Khalitov

A study from mobile-focused agency Ampersand Mobile has revealed almost half of consumers surveyed have been given a poor mobile experience by brands, with one in three either being irritated or moving elsewhere as a result.

The survey, which polled more than 2,000 UK adults, argues brands should not simply provide a ‘tick box’ approach to mobile, with the need more pressing than ever given the continued proliferation of millennials in the workforce.

To demonstrate this...

By James Bourne, 12 February 2016, 0 comments. Categories: Branding, Customer Experience, Mobile Marketing.

Customer satisfaction is on the increase – but priorities shift


Blue Monday may have come and gone, but customers are currently at their happiest since this time last year, according to a new report from the Institute of Customer Service. It says that customers are more satisfied than at any point since January 2014.

The results are from the annual UK Customer Satisfaction Index (UKCSI), which is based on the views of 10,000 UK consumers.

Amazon, which was second place last year, now tops the Index with Utility Warehouse – a new entrant to the...

By Liz Morrell, 04 February 2016, 1 comment. Categories: Customer Experience.

Why preparing lasagne is like developing a digital marketing plan


If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

How concerns over data privacy are stopping half of UK consumers sharing

(c) Melekhin

Personalised marketing, closer communication and more targeted advertising relies on it; yet a new survey shows that security fears are stopping half of UK consumers sharing the personal data required.

The study, which surveyed more than 2,000 UK adults, found that nearly three quarters of respondents (72%) were concerned about the level of protection given to the information they share and more worryingly more than half (56%) said that they planned to reclaim access to their...

How big data and personalisation is revolutionising marketing in the airline industry


Marketers often do not see the value of personalisation. This is probably because this (fairly new) concept has never really been defined. Personalisation is not easy to explain because it's such a broad concept and cannot be confined into one single definition. So let's try a different approach.

If you think of personalisation as a stand-alone recommendation, it's not that powerful. If you think of personalisation as a website visit populated based on your customer’s behaviour,...

Delivering the next generation in customer experience for bottom line success


We’ve seen a tectonic shift in the way in which customers engage with organisations in the last few years, with expectations dramatically increasing. Until fairly recently, customer interactions have been largely transactional, but in our mobile, always-on world, those days are gone.

Now we are living in the age of the customer – demonstrated by the fact that 89% of businesses expect customer experience to be the primary basis of...

By Paul Smith, 25 January 2016, 0 comments. Categories: Customer Experience, Personalised Marketing.

Why a great online journey is vital in a world where human contact is rejected

(c) Melekhin

Buying financial services, utilities, or car insurance can be a complicated task where the assistance of a human is preferred right? Wrong. A new survey shows that when making such purchases only one in five (21%) prefer speaking to a provider in person, rather than doing it themselves online.

The research, by Experian, suggests that the vast majority of customers favour online transactions despite the complexity of the products they are buying. The rate is at its highest in car...

By Liz Morrell, 25 January 2016, 0 comments. Categories: Customer Experience.