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It seems that improving customer experience (CX) is talked about a lot these days, but how are companies in the real world facing the challenge?
To find out, Econsultancy invited dozens of client-side marketers in the tropical metropolis of Singapore to discuss CX at roundtable discussions on April 7th.
Driven by growing multichannel interactions with their customers, many businesses are moving away from call centres in favour of social media and virtual help centres to deal with customer complaints and queries.
The thought is that customers engaging with lower cost channels should be supported through siloed touch points and diverted away from higher cost call centres.
However, the power of the call centre shouldn’t be understated.
‘Bad data’ perhaps sounds a little melodramatic to some, an example of anthropomorphism. But the fact is that customer data is indeed about people, and if that data is incorrect, your business cannot even hope for success.
‘Data is the new oil’, as we keeping hearing, and in a phrase I am taking complete credit for here, ‘oil needs to cleaned before it becomes petrol or kerosene’. (Strictly speaking, oil is fractionally distilled, but you get the point).
New research from Experian Data Quality shows that inaccurate data has a direct impact on the bottom line of 88% of companies, with the average company losing 12% of its revenue.
Online holiday bookings at a record high. According to the latest ITB World Travel Trends Report, 65% of all holidays are now booked online, compared to just 24% that are booked via travel agencies.
Mobile travel bookings are also on the rise, with one in five UK holiday-makers now booking holidays using a mobile device, according to a recent survey by Tradedoubler Insight Unit.
As competition moves from the high street to digital channels, it’s now more important than ever for online travel operators to ensure customers have the best possible experience across all channels.
Broken links, payment problems, poor navigation and a lack of information can force customers to competitors’ sites, ultimately losing business. To avoid this, online travel operators need to take action fast.
It's been another busy year for ecommerce, with one of the key themes being the widespread adoption of responsive design.
But have retailers finally gotten to grips with mobile, or is there still much to be done? I lean towards the latter as, though some brands provide an excellent mobile experience, many are still woeful.
I've asked our ecommerce experts, agency and client-side, for their views...
Ahead of the Apple App Store’s fifth birthday next month, some brands are beginning to seriously weigh up the benefits of investing in a dedicated app versus optimising their existing sites for mobile.
Choosing the most viable mobile strategy is now a major element in most businesses’ plans, and this is the key message emerging from the Mobile Experience Trends Briefing, which we recently launched with Econsultancy.
Last week we all waited with baited breath to find out ‘what’ exactly Apple was going to launch at this year’s World Wide Developer Conference (WWDC).
And when Tim Cook unveiled a new operating system and some product upgrades, many of us were a little disappointed, having hoped for a shiny new and exciting smart phone or tablet.
Capitalising on 2012's success, mobile commerce is finally reaching its stride, and all the signs suggest that 2013 is a banner year for mobile.
Data shows that more and more consumers shop and buy through their mobile devices. In fact, a quick recap of 2012 shows that online shopping reached an all-time high during the 2012 Christmas period, with 30% growth on Cyber Monday alone. Sales soared and consumers flocked to their tablets, smartphones, and other mobile devices to make purchases.
What this also asserts is that marketers, ecommerce executives and retailers must examine the customer experience and eliminate customer pain points that block successful conversions for the retailer.
If a customer voices issues with mobile transactions, retailers must identify the issue and why it causes customers to react negatively, then they must resolve the issue immediately.
For years now, working in the web optimisation space, I’ve always been frustrated by one simple fact: businesses spend millions of pounds every year driving customers to a website, but spend almost nothing helping those customers convert. For me, it’s a wholly misguided strategy, but is one that doesn’t seem set to change any time soon.
It’s easy to come up with reasons for this remaining the status quo and many myths exist. My favourite is perhaps the case that marketing is relatively expensive whereas popping up a website is a drop in the ocean. But with declines in the effectiveness of traditional marketing combined with increased web sophistication and multiple digital channels now available, it’s surely getting to the stage where the opposite is becoming true.
Smartphones are for browsing, tablets are for buying. That’s if you believe the results of a recent Sapient/Nitro survey, which shows that 56% of consumers rate tablets as useful for shopping compared to just 38% on smartphones.
There’s no doubt any online retailer reading these results will sit up and take note. But in order to turn this into an actionable mobile strategy, it is important to understand more about consumer behaviour on mobile devices of all types and how that behaviour changes and evolves.
Recent figures published by BRC-KPMG give the UK retail industry another grim reality check.
According to the report, there was only a small 2.3% rise in total UK retail sales numbers during February 2012, a significant slowdown when compared to January (where sales grew 11.3%) and 2011 (where overall growth was 18.5%).
In association with Tealeaf, Econsultancy has this week launched the second annual survey on Reducing Customer Struggle.
This survey aims to explore the extent to which companies understand the overall customer experience and the technology they use to identify issues and remedy them.