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Improving customer experience is often a balance of science and art - design thinking combined with technology-led insight.
We use analytics to identify pain points in a customer journey and confirm or confound our instincts.
What can often be missed is an empathetic view of design. Are we truly designing with the customer’s feelings in mind or are we improving an existing flawed model?
This week's Day in the Life has a particularly interesting angle, as we talk to Ian Gallagher, the digital media officer at Leicester City Council.
Thanks to Richard III and that car park, followed by Vardy and his party (dilly ding etc), Leicester is firmly on the world map.
But council digital work is more than social media and PR. Let's get the inside track, as well as some excellent career advice from Ian.
At Syzygy’s Digital Innovation Day, Paul Marsden discussed customer experience and the ‘Peak End Rule’, the idea that ‘finishing strong’ leaves a lasting impression.
To demonstrate this he used the example of a colonoscopy, and a study by Daniel Kahneman, author of Thinking Fast, Thinking Slow.
It's your weekly digital roundup.
Everything you need to sound like you know what you're doing.
I reviewed the mobile UX of the Wish ecommerce app last week.
It's a platform for bargain hunters and uses lots of tactics to create a sense of urgency.
In the week since signing up, I have received seven automated emails (as well as a number of app notifications).
Let's have a look at Wish's approach.
Our 2016 Measurement and Analytics survey is in the field and you can take part yourself to receive a free copy of the ensuing report.
Last year, the survey found that fully two-thirds of client respondents have no formally documented analytics strategy.
These marketers are no doubt still attempting to optimise their marketing spend in an ad hoc fashion, so what needs to change?
Last week I encountered this ad experience on my iPhone.
Even for a mobile ad, this was bad.
Here's a new feature for Fridays, a concise roundup of the most interesting digital stories of the week.
Some you may have already read about, others will have passed you by.
N.B. Cats are included.
Marks & Spencer has been all over the UK news this week, in the way that only Marks & Spencer can.
The media and the public seem to go misty-eyed at the merest mention of the brand, and are willing it to find the good times again.
Unfortunately, we're not buying its clothing or homeware - something the new CEO wants to remedy by "putting the customer at the heart of everything".
But what does that actually mean?
Eight months after full launch, it seems that Twitter is mothballing the Buy button.
The functionality is available at this time, but not for long, as Twitter is no longer developing the product.
Another tiring maelstrom of tournament advertising is upon us.
Sport transfixes in a way that pretty much no other (broadcastable) activity does, and therefore brands know that Euro 2016 offers value for money.
TV, footballers and creative that travels/translates well is the advertising order of the day, with honourable mention for the role of Twitter and Facebook.
Last week saw three of the strangest brand tie-ups for a while.
The first was that Nike Starbucks shoe, retailing at $100, the second, a strained Wayne Rooney cameo (see below) in an X-Men adventure (and some blue-faced mascots at a United game), the third, green and red Angry Birds burger buns at McDonald's.
This got me thinking - what are the best brand tie-ups of the past few years?