PANEL: What are the best ways of joining up the customer experience?
It is widely accepted that a balanced customer experience is one of the key success factors in business. What are the best ways of joining this up?
Measurement. Once you have defined the customer experience, how do you start to measure it? What are the best indicators of success? How does one channel affect another? Are you measuring the hard metrics and the soft metrics?
Tech. Is your existing technology hampering your customer experience? To what degree are legacy systems hindering your grand vision? What can you do about it?
Resourcing. Who owns the customer experience? Is there a need for a customer experience overlord? Where does such a person sit within the organisation? How much power should they be given to improve customer satisfaction? How do you make staff care about the customer experience?
About the speakers
Ade Adeosun, Commercial Director, Nedstat, a comScore Company
Ade is Commercial Director at Nedstat, a comScore company. He is a seasoned sales and marketing professional, and has over 14 years experience working with innovative technology solutions that enable companies, organisations and institutions to improve their online business. Prior to joining Nedstat, which was acquired by comScore in September 2010, Ade worked at Thomson Dialog, Lloyds TSB and Sopra Group. Ade is frequently seen at industry conferences and recent speaking engagements include Streaming Media: Europe (Measuring Success Panel) and i-com (Evolution of Site Centric Measurement).
Andy Letting, Head of Mobile, Ladbrokes
Andy has recently been appointed as Head of Mobile for Ladbrokes. Previously, he was Senior Marketing Manager for BSkyB, where he was responsible for managing 3rd party marketing activity, raising the profile of mobile TV both internally and externally, and integrating mobile solutions across the business, increasing response rates, creating valuable data and delivering revenue.
A proactive, results driven individual, CIM qualified, he has a proven track record in marketing, business development and campaign management within the digital content space. Andy is a strategic thinker with a 'can do' attitude, and always puts the customer experience first. He has great experience on both on-portal and off-portal, global and local territories, mainly in content but also community and premium services too, and is able to communicate both operationally and strategically at all levels. Andy has spent the majority of his eight-year digital career integrating and launching mobile /email into existing media channels.
His previous roles include CRM Manager Mobile, for Emap Consumer Media (ECM), as well as roles at Compaq, SonyBMG, and Ad.IQ.
Steven Behan, Acting Head of Online & OD Business Information, Commercial and Online, ITV plc
Steven is Acting Head of Online & OD Business Information for ITV. He is responsible for the reporting and insight of ITV's on demand platforms, including ITV.com, PS3 and iOS. His current focus is on the measurement and reporting of video, with a view on how this increases user engagement.
With a MSc in Operational Research Steven has made web analytics and online data the core of his career . This has given him experience in implementation, tracking, reporting, the insight of data and the translation of business regiments. He currently represents ITV at the BMWG (Broadband Media Working Group) which is looking to standardise how video is reported.
Previous roles include Senior Web Analyst for ITV, Web Analyst at ThinkTag CH and Senior Web Analyst at the Financial Times.
Andy Harding, Director of E-commerce , House of Fraser
Andy Harding is the Director of Ecommerce for the House of Fraser and is responsible for the UK and international, online and mobile strategy. He has over 12 years experience in online and multi-channel retail.
He began his career at Bhs but his fascination with ecommerce started when he joined the IT team at the Carphone Warehouse where he was responsible for the redevelopment of the first Carphone website. A move to the commercial team as Head of eCommerce meant his passion for usability and online marketing could be utilised to exponentially grow their online sales. Later part of the team that delivered the market changing ‘Free Broadband’ initiative for TalkTalk and recently as Multi Channel Director at Ryman, he has a broad experience in managing successful online businesses.
Andy lives in West London, is married with two young children and drives a 1961 VW Campervan.
Archna Trivedi, Head of Relationship Management, ExactTarget
With over 16 years’ experience in the digital space and the last 11 years in email marketing, Archna Trivedi joined ExactTarget in September 2010 to head up the Relationship Management team for EMEA.
Archna’s team manages high profile brands and organisations internationally and across the globe. The focus for her team is to provide their clients with strategic guidance educate on ExactTarget technology solutions and share industry expertise with their client base.
Prior to ExactTarget, Archna was Senior Account Director at Epsilon (previously DoubleClick Email Solutions). Archna moved to the UK in 2005 to continue her career in email marketing and to focus on International and Global businesses. Throughout her career, Archna has been a key speaker at industry events and conferences.
Archna received her MBA in 1994 from Schulich School of Business in Toronto, Canada.
