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...

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.

Marketers at loggerheads with consumers over personalisation effectiveness

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Most marketers may believe that they are delivering effective personalised experiences to their online customers, but this is at odds with the views of the very consumers they are targeting.

Predictive data service Lytics has released a report detailing how 53% of marketers are convinced by the competency of their personalisation strategy, however 80% of consumers insist brands show little evidence that they are familiar with their online purchasing needs.

Indeed, the same...

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.