Going beyond your customers’ expectations

It doesn’t matter whether you’re doing your weekly food shop, paying a utility bill or booking a holiday, you expect a convenient, simple and pleasant service.

Thanks, in part, to the infiltration of technology across all aspects of our lives, consumers have a better understanding about the art of the possible. Or at least they have an expectation that anything should be possible, as long as it suits their needs and preferences.

Consumers are desperate for brands to deliver what they want, in the...

By Steve Tan, 21 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, Customer Experience, Personalised Marketing.

The problem with vanity metrics – how marketers can stay focused

Earlier this year Yogendra Vasupal, the founder of Stayzilla, announced in a blog post he would shut down all operations of his company – despite having recently raised $33.5 million.

Yogendra wrote an honest and transparent post highlighting the reasons for his decision and admitting that he made mistakes. In the post, he openly admits the company focused on irrelevant data which ultimately led to their demise:

The initial seven years were all...

By Claire Walker, 10 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Chatbots and the rise of conversational marketing

In an ideal world, every brand would be able to dedicate enough resources to give each customer the time and attention they need. Nothing can be as annoying for a customer as a bad or lacklustre customer service experience, where they feel that they were not being given the attention they deserved.

If a brand gives too many of their customers this kind of experience, they may find that they don’t have as many customers after a while.

In a survey of Fortune 500 marketing professionals carried out by...

By Colm Hebblethwaite, 09 November 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

Majority of CMOs struggling to unify online and offline

85% of marketers are having trouble joining together their online and offline customer data, new research by Conversant has found.

As part of its CMO report, the company surveyed over 60 international CMOs about the challenges they face in today’s data-driven market. The findings show that a minority of 16% were ‘very confident’ that they are capable of identifying an individual across multiple devices online.

61% said that they are aiming to...

By Colm Hebblethwaite, 07 November 2017, 0 comments. Categories: Personalised Marketing.

The three foundations of modern customer service

The airline industry faces many challenges, from a growing number of low cost challengers to fluctuating fuel prices, but major carriers have always differentiated themselves with a high quality customer experience.

That is, until now. 2017 has seen established airlines around the world receive negative media coverage for their treatment of customers, putting their major value proposition in jeopardy and giving their competitors an even further boost.

It may be easy to blame a single flight attendant or...

By Mark de Groot, 20 October 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

The particular challenges of marketing luxury brands

Luxury brands occupy a unique position within the digital marketing landscape, and can provide interesting insight into how the one-size-fits all approach to selling yourself on the internet is not always effective.

What makes a brand count as ‘luxury’? Is it the quality of the design or of the materials used? A little bit, but if these were the only criteria then any well-made smartphone or pair of trainers would count. The key to luxury when it comes to marketing is the idea of exclusivity, the...

By Colm Hebblethwaite, 18 October 2017, 0 comments. Categories: Content Marketing, Personalised Marketing, Social Media Marketing.

Turning full circle on voice: it’s time for brands to be seen and heard

Voice is fast becoming a chief differentiator for brands. Where Firefox has just integrated new voice search plug-ins to regain a competitive edge, non-tech companies including Ryanair have unveiled integration with Alexa enabling customer to search for flights, hotels and flight status via its website.

While Alexa occupies the headlines, voice can feel somewhat distant to consumers who have...

By Sam Madden, 18 October 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

Blazing a trail: brand evangelism at scale

We all have our list of favourite, go-to brands - those companies that we’d never stray from. It’s incredible how they take us on a path from casual customer to being so fiercely loyal that we find ourselves preaching to others about how amazing their product or service is.

One of my personal favourites that I always talk about is SuitSupply, mostly because I struggle to find the time to shop. SuitSupply takes away the stress of shopping with their level of personal, smart, social service...

By Guillaume Roques, 12 October 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

The four myths of customer engagement

Customer engagement is critical for brands. If you’re in the game of trying to build better relationships with your customers, you’re on point. Learning what your customers want and then giving it to them; building brand loyalty and advocacy to foster customers for life. What’s not critical about that?

At Thunderhead, we define customer engagement as an ongoing, value-driven relationship between a customer and a business, which is consciously motivated according to the customer’s...

By Jason Hemingway, 12 September 2017, 0 comments. Categories: Customer Experience, E-Commerce, Personalised Marketing.