The twilight of Net Promoter Score: Why NPS is failing CX professionals

It is widely accepted that superior customer experience (CX) drives revenue growth. Ever since Frederick Reichheld introduced the Net Promoter Score (NPS) in the 2003 Harvard Business Review, marketers’ focus has been seeing how customer experience can be captured. Often by managing the answer to the seminal question “On a scale of zero to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company/brand) to a friend or...

By Dr. Alain Briançon, 27 March 2019, 0 comments. Categories: Best Practice, Customer Experience.

Embracing marketing creativity through collaboration: Partnerships for retail and data

Companies struggle to know their customers. This is the harsh reality for all marketers. Achieving a full view of their customers’ data is almost impossible especially when analysed in isolation. So how can brand-side marketers collaborate with retailers to bring creativity to the table and make the most of multiple sets of data?

The current challenge for brands that interact with a...

By Steve Martin, 26 March 2019, 0 comments. Categories: Customer Experience, Data-driven marketing.

The four-part plan for 'hiring' the perfect AI customer service agent

The interview with a customer service applicant is underway. After looking at skills and background, it's time to determine whether the applicant will be a good fit. You’ve conducted hundreds of interviews before, but this one’s a little different — you're interviewing an agent that could handle thousands of conversations simultaneously and respond to customers in a personal way, without delay.

By Fang Cheng, 22 March 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Data-driven marketing.

What are the real effects of data breaches on consumer trust?

Numerous high-profile data breaches have made customers question their trust in brands in recent months and years. Although the costs associated with regulatory fines and lawsuits following a data breach can be severe, perhaps no effect is quite as long-lasting or harmful as the loss of consumer confidence that accompanies these breaches.

Consumer trust is not built, nor can be earned back,...

Salesforce and Oracle show off more AI-flavoured goodies around service and finance respectively

Salesforce and Oracle have been wiggling their proverbial tails and showing off a bit of plumage in an attempt to woo potential customers with their latest AI-flavoured offerings.

Salesforce has announced an extension to its Service Cloud Einstein AI product set. New use cases include reply recommendations, using natural language processing to suggest the best responses to agents over chat and messaging, article recommendations,...

By James Bourne, 19 March 2019, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.

The frequency and regularity that new channels, platforms...

By Daniel Kahtan, 19 March 2019, 0 comments. Categories: Advertising, Customer Experience, Mobile Marketing.

Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships.

That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most...

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

AI and automation in marketing: The role for knowledge management

In 2018, companies invested in chatbots and self-service technologies to help their helpdesks manage the volume of customer requests they were experiencing – according to research by Forrester, 46 per cent of enterprises were investing in AI for sales and marketing, followed by 40 per cent for their customer service teams. However, these investments were typically aimed at filled specific gaps in the customer interaction, rather than being part of wider strategies...

By Simon Johnson, 28 February 2019, 0 comments. Categories: Attribution, Customer Experience, Data-driven marketing.

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

Is tone of voice being diluted in digital communications today?

There’s no doubt tone of voice is a powerful tool and absolutely vital when engaging with customers – it could be pivotal when attracting prospects.

A strong tone of voice is central to successful brand building. It is the backbone of all written communication and helps to boost recognition and perception when creating engaging, digital messages that resonate with an organisation’s target audience.

By Andy McCaul, 21 February 2019, 0 comments. Categories: Branding, Campaigns, Customer Experience, Social Media Marketing.

The benefits of aligning your business around the customer engagement life cycle

Your customers are engaging with you in every possible way — through social media, by email, in person, and even through online reviews. But just because a customer is trying to interact with you doesn’t mean you’re connecting with her in the way she'd prefer. For example, while over 50% of customers expect companies to reply to their online reviews within...

By Severine Griziaux, 21 February 2019, 1 comment. Categories: Case Studies, Customer Experience, Data-driven marketing.

Risky business: The impacts of counterfeiting on your brand

A few decades ago, counterfeiting was mainly a challenge for luxury brands, but in recent years counterfeiting has become a growth industry.

Fake products of all kinds – handbags, clothing, pharmaceuticals, DVDs, perfumes – are all readily available, thanks to the proliferation of the internet and continued use of social media. In short, technology makes it easier for counterfeiters to take advantage of genuine brands and their customers.

By Chrissie Jamieson, 11 February 2019, 0 comments. Categories: Branding, Customer Experience.

More than half of retailers look to utilise Internet of Things in next three years, report claims

A new report released by Boston Retail Partners (BRP) has argued that in order to offer customers a unique personalised shopping experience in every retail channel, stores must blend physical and digital strategies – including the Internet of Things (IoT) and augmented reality (AR).

Customers are interested in trying new technologies if they find improvement in their in-store shopping experience, the report notes. The...

By James Bourne, 30 January 2019, 0 comments. Categories: Customer Experience, Personalised Marketing, Video & Audio Marketing.

How businesses can enhance the customer experience through digital to stay ahead of the curve

Retail has witnessed significant change in recent years as the overlap between online and in-store continues to blur. The competition has intensified as technology has created new opportunities for innovators and the overall retail landscape is now more unpredictable than ever before.

Consumers drive the charge behind technological innovation in the British retail sector; indeed, according to the ONS, the average weekly...

By Anshuman Singh, 28 January 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Salesforce wants you to get some AI and visual search into your eCommerce game

Salesforce has announced a series of new updates to its Commerce Cloud platform which aims to encourage organisations to ‘go beyond eCommerce sites and modernise every shopping experience.’

The move includes adding artificial intelligence and visual search capability into APIs and developer services with the goal of giving an insightful experience across various customer touchpoints.

By James Bourne, 15 January 2019, 0 comments. Categories: Automation, Customer Experience, E-Commerce, S-Commerce.

A look at key martech drivers in 2019: Customer-centricity, consent and collaboration

2018 has been a tumultuous year for technology, with growing concerns of privacy and high profile scandals shaking previously unassailable giants. These giants heralded a new era of capability for marketers, creating new ways of targeting, unprecedented insight and scale. But now that customers are increasingly sensitive to data usage, and turning away from walled ecosystems, what does the future hold for marketing technology in 2019?

Ethics...

By James Gin, 15 January 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Customer Experience.