Andy Letting
About Andy Letting
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.
About 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?
