Posts tagged with Customer Experience

Micro-copywriting: the good, the bad and the cheesy pictures

Words are the most important tool marketers and ad men have. To prove it, I’ll show you a picture.

The chart beneath the Bee Gees shows that 60% of people prefer a ‘print experience’ to something ‘whizzy’, on a tablet app.

Obviously, 'print-like' doesn't just mean words, it also refers to typography and, to some extent, pictures. However, in this post I'll be focusing on copywriting, on an achingly small scale.

I'll be highlighting titbits of copy that are done well, in keeping with a company's brand, and make a web experience enjoyable, as well as some that aren't so good.

In the spirit of new media, I’m calling this ‘micro-copy’. And, to the dismay of the A/B testers, I’ll posit that some of my examples are qualitatively ‘better’ than others.

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The future of mobile commerce

Mobile commerce has grown like no other form of retailing, and some retailers are even going that one step further to make buying via a smartphone or mobile a completely different experience.

In this post, I'll explore the ways in which m-commerce is making waves, and what 2013 holds in store.

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10 interesting digital stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include content marketing, mobile payments, US online holiday spending, Google search trends and more. 

For more digital marketing stats, check out our Internet Statistics Compendium.

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40% of shoppers would spend more if offered a better customer experience

As e-commerce becomes an increasingly overcrowded marketplace dominated by a handful of major brands, businesses are having to think of new ways to stand out from the crowd and attract new customers.

Previously it was commonly assumed that price was the best way to beat the competition, but that just results in a self-defeating race to the bottom.

Instead, businesses are now focusing on the customer experience as a way of differentiating themselves. It's a subject our CEO Ashely Friedlein recently debated in a post looking at whether CMOs should actually be aspiring to become chief experience officers.

And a new survey from Oracle adds weight to the argument that the customer experience is of paramount importance online.

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Online retailers deliver a better customer experience than high street stores: report

It’s a common sight to see Amazon perched at the top of consumer satisfaction surveys thanks largely to its speedy delivery and massive product range.

But a new survey suggests that it’s not just Amazon that’s delivering an excellent online shopping experience.

In fact, the Nunwood report shows that supermarket customers gave the online experience scores which were higher by an average of 3.9%. 

Across the wider non-food retail sector, customers that had interacted with a brand purely online gave the experience on average a 5% higher score than those who had experienced the same brand purely in-store.

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SEO: search experience optimisation

For me, the term search engine optimisation (SEO) has always been fatally flawed. It suggests that we optimise solely for search engines. However, search engines don’t buy products, people do.

I’ve always been of the opinion that by focusing, first and foremost, on optimising the customer experience, success in search will generally follow in the medium to longer term.

Yes, there are boxes to be ticked when it comes to SEO, such as the use of certain tags or creating an XML feed but even these can be optimised in a way that focuses on the customer primarily, not the search engine.

SEO is also a term that fails to describe (or give credit to) the full range of disciplines involved in creating and executing a contemporary natural search strategy, for example content planning, social media, PR and analytical skills. Neither does it communicate the benefits, over and above search engine rankings, that these disciplines deliver. 

SEO also of course has a bit of a reputation issue.

All of this has led me to believe that ‘SEO’ needs a long overdue rebrand.

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Does customer experience actually matter if the price is right?

I have just had a very bad experience with a well known budget airline (Ryanair) and I haven’t even left home yet. 

It reinforced my view that I will only travel with that airline when I have no other practical choice.

So how come it is highly profitable?

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Building a multi-billion pound business online

The recent valuation of Facebook at $104bn, the purchase of Instagram (by Facebook) for a billion dollars, and even Rakuten’s investment in social network Pinterest shows that there is serious money to be made in online business. 

We ask all our merchants to join the Rakuten University to help them maximise their online sales, but some of the principles taught here can be applied to any online business, however they sell.

Here are some invaluable tips for online business and retailers that we’ve learnt over the years...

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Customer experience strategy: 10 killer tactics for success

I’ve sat in on some really interesting customer experience talks over the past year or so. Most recently I participated in a roundtable at our Digital Cream event, moderated by Dr Mike Baxter, who asked the following question: “What’s the difference between the customer experience, and the user experience?”

Mike defined as the former as being “big picture”, whereas the latter is “an in-session, microscopic view”. Indeed, customer experience is a much broader church than user experience, though the two should be closely aligned. 

How then can you set about improving the customer experience? In this post I have compiled a list of the areas that I think offer the biggest wins for anybody looking to delight customers.

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The ultimate customer experience: infographic

It’s no secret that delivering an excellent customer experience has a positive impact on conversion rates and revenue.

Amazon is the perfect example of this. Its massive growth has been driven in no small part by its painless one-click payment system and excellent customer service.

This infographic, produced by Monetate, shows that 73% of consumers would buy again from a retailer if they had a superior customer experience, while 89% would shun a business if they had a bad experience.

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Why social customer service will come of age in 2012

Social media and customer service would seem to be a match made in heaven. In 2012, more and more brands will commit beyond simply responding to customers on Twitter.

Brands are actively recruiting customers into online communities to help them develop products, give feedback and report issues.

First Direct’s ‘Live’ community discusses openly anything from savings rates to charitable donations, and includes a (very brave) sentiment tracker on the front page to show, live, what people think about the brand (it’s overwhelmingly positive at the time of writing).

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Three quarters of travel research takes place online: survey

The internet places a massive role in the research process for travel products, with 71% of consumers having browsed for a flight, hotel or holiday in the last six months.

With the help of Toluna Quick, we surveyed 5,000 UK consumers in September as part of our research for the Econsultancy / Foviance Multichannel Customer Experience Report

Here are some of the findings from the travel section of the report...

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