Tag: Customer experience

Internet Marketing

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.
Yet a new report argues this process is going slower than many organisations would want. The study is from application network platform provider MuleSoft, who argue that ‘organisations must deliver the connected experiences consumers expect or risk losing their loyalty and business.’
The research, which polled more than 9,000 consumers across seven countries, found more than four in five (82%) respondents had seen a

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Internet Marketing

Nurturing your customers through powerful communications: A guide

Whether targeting a consumer via an email, SMS or direct mail campaign, the underlying goal for any marketer remains the same – to encourage each person to buy their products or services.
However, in a world dictated by online noise, how can a busy professional achieve the critical cut-through it takes to keep individuals motivated enough to engage with their online channels and continuously purchase from their organisation?
On average, it takes six commercial touches before a brand’s message convinces a customer to convert. Therefore, it’s not an overnight process – or often realistic – to think a sale can be completed from the very first touchpoint.
Marketing departments must come fully equipped with a ‘foolproof’ execution strategy – one which includes detailed phases nurturing an individual throughout a unique journey,

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Internet Marketing

3 Ways That Site Answers, Feedback and Customer Service Are Winning Over New Customers

Long gone are the days when brands could simply rest on their laurels, blast out marketing messages, and wait for the customer orders to come pouring in. That’s just not how business works anymore, nor should it.
For any business to succeed in the modern economy, you have to recognize and embrace the incredible power of two-way customer communication. Just as much as you want to tell potential customers about your products and services, you should be just as eager to hear what they have to ask and say too.
If a potential customer can’t quickly and easily find the answer to their question, they’re apt to look elsewhere. Conversely, by capturing that initial interest and nurturing honest and open communication with site answers, you could be winning over a

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Jeffbullass Blog

Internet Marketing

For consumer choice paralysis, conversational commerce may be the answer

Regardless of industry, consumers today are faced with an overwhelming array of choice while shopping. When faced with so many options, most consumers fall victim to ‘choice paralysis’, which describes the moment when we are faced with more possibilities than we can easily comprehend.
This phenomenon results in low purchase decision confidence and frustration – and in the worst case – feeling unable to make a decision, meaning no action is taken at all. For brands and retailers choice paralysis translates as abandonment. So, how can you balance the discerning consumers’ need for choice, with providing a customer experience that delivers what they want, at speed and scale?
Delivering what consumers want
Our latest research reveals that with more choices available, consumers increasingly expect the brands and retailers they interact with

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Internet Marketing

Why it’s good to get obsessed about your customer service

Digital channels have become more pervasive for personal communications. Businesses realise they can use them in different ways to influence buyer behaviour, and marketing departments have slowly begun to add digital platforms to their technology stacks.  But with so many choices, the power has shifted to the customer, allowing them to control how, when, and where they want to interact with you.
Look at how many ways younger generations communicate with friends, family and colleagues. Why should it be any different for the companies and brands they engage with? The fact is, younger generations refuse to change the way they interact, to fit the mould of the past. 
If we look at the evolution of customer service from the sixties to today, initially the only way a customer could contact

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Internet Marketing

Five key tips to drive value from content and martech experimentation

Customer behaviour changes every month, every week and every hour. If brands want to prosper, they need to move at the same speed. The most successful digital companies are using experimentation to make this a reality. Experimentation is a mindset adopted by organisations enabling them to constantly progress their online platforms, driving the customers digital experience.
By using tools such as design and coding to trial new features on their online platforms, businesses can create the most seamless customer experience possible. As Jeff Bezos, CEO of Amazon, said in the latest letter to shareholders, ‘as a company grows, everything needs to scale, including the size of your failed experiments’. 
Uber and Airbnb are two examples of organisations that have been built on the foundations of experimentation and adopt a customer-obsessed

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Internet Marketing

Building lasting customer loyalty through personalisation: Why CXM is your new best friend

A world-class customer experience is the result of everyone in an organisation working together, knowing business processes inside-out and being in sync with current initiatives – especially when it comes to customer interactions.
A key takeaway from a recent Columbus report exploring customer experience technologies and loyalty-boosting best practices across the B2C and B2B spheres was that organisations will need to bring together and make the most of the skills, technology and in-depth customer insights available to them in order to succeed.
Enter customer experience management (CXM) – underpinning customer interactions with tools that enable employees to give customers what they want, when they want it.
Moving from ‘market and sell’ to ‘develop and serve’
CXM is more than a traditional Customer Relationship Management solution. A simple contact management system is great

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Internet Marketing

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.
Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices preventing them from even reaching their customers in the first place?
There are a number of reasons behind why many communications remain unseen and unacknowledged.  Maybe a customer’s information has changed, or maybe brands are sending messages via channels unused by the proposed recipient. Perhaps a brand’s protocol is so unstructured that is appears as spam and goes straight into junk mail.
A recent report from McKinsey highlighted

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Internet Marketing

Who’s taking it to the next level in customer experience? Well… nobody, says Forrester

Amazon may have stolen the crown as the world’s most valuable brand, but who are the companies pushing the boundaries with regards to customer experience?
According to the latest analysis from Forrester, Lexus, Regions Bank and USAA are among the best performing US brands – but nobody is taking things to the next level.
The 2019 US Customer Experience Index ranked brands out of 100, with 75% or above being designated as ‘good’, and 85% or better as ‘excellent’. Not one organisation achieved this latter category, with the industry averages – 74.3 for luxury auto manufacturers, 73.5 for banks – usually equating to slightly above average performance.
A noteworthy outlier was airlines, whose industry average slumped to 61.9 with only three making the cut of 65 or above. Federal government (average

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Internet Marketing

How to build the best martech stack for data-driven marketing: A guide

20 years ago, when Salesforce launched its SaaS CRM platform, times were simpler. The majority of customer relationships were managed by a single sales team who manually added their (copious) customer notes to the CRM. 
We’ve since evolved to a multi-channel world, where customers engage with brands across everything from mobile to social media. The sales team’s input into a CRM platform no longer captures the whole customer relationship and doesn’t give marketers what they need to deliver a tailored, thoughtful experience.
Even so, marketers have done what they can with CRM as their data foundation, patching tools together to manage the customer experience – but this has inadvertently created a tangle of data integrations that now make it harder to add and remove tools and adjust the marketing stack

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Internet Marketing

Walk before you can run: Start small and smart to get data-driven marketing right

A recent study found just two percent of companies are classified as best in class when it comes to data-driven marketing, and another discovered only a third (32%) have a clear view of the customer lifetime value. Clearly, the rising number of consumer touchpoints are not only bringing with them huge scope to improve reach and engagement, but also overwhelming amounts of fragmented data that are proving hard for marketers to decipher.
Effectively analysing data to understand the customer is essential to delivering impactful experiences, as 65% of marketers worldwide agreed. But when this means spending significant time and resources to gain a clear view of all this data and what it actually means, many are lagging behind in creating actionable and effective insights.
But does this have to

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Internet Marketing

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”
During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”
Bradlow’s statement is rooted in his research. From my perspective, it is also proven from experience. It is a stark reminder that brand equity, the commercial value that is derived from consumer or customer perception of the brand experience (rather than the product itself), is both dynamic and fluid. Regardless of industry, size or standing, building and maintaining a brand still remains

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Internet Marketing

Integrating AI to instil customer loyalty: From business use cases to bottom line

Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.
The fact is, shoppers have come to expect higher levels of personalisation, with 69% of consumers saying they want an individualised customer experience. The bar has risen accordingly, meaning some of the tried and tested techniques of the past such as referring to people by their first name, don’t quite cut it anymore. 
Whilst appetite is high amongst shoppers, companies are still failing to provide the sophisticated experience they crave, with only 40% of brands

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Internet Marketing

How marketers can prepare for the rise of ‘hyperpersonalisation’

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.
This one-to-one approach was cited as having the power to enhance brand loyalty by delivering a better customer experience (CX). Now, with artificial intelligence (AI) moving into the mainstream, connecting with customer journeys is becoming a reality and is proving a boon for real-time personalisation, or what is now being termed as hyper personalisation.
The benefits for businesses include a positive boost to both

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