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In the early days of ecommerce customer acquisition and retention largely focused on selling products at the lowest possible price.
Now businesses have accepted they can’t win a price war with Amazon they’ve turned their attention to providing the best possible customer experience as a means of differentiating from the competition.
In December we took a look at the experience of searching for an Apple product, clicking-through to the online Apple store and then purchasing the item from a customer’s point of view.
The above investigation was carried out on a desktop and I praised its faultless paid search strategy and for providing a fluid, fast and overall joyful ecommerce experience.
Providing a great customer experience (CX) is impossible if you’re not implementing excellent and measurable customer service across every channel on which your customers can be found.
It used to be that a consumer would only come into contact with a single customer service representative in person or on the phone. The overall CX would succeed or fail based on that single interaction, which is a lot of pressure, not just for the agent, but for the entire company.
Argos has been named one of the top multichannel UK retailers thanks to its customer-focused mobile app.
Placing a particular emphasis on creating an easy, joined-up customer experience has led to this app becoming one of the most popular downloads in Q4 2014.
Our newly published Digital Trends briefing describes 2015 as a year when customer experience really takes hold and asserts its position as the key theme for marketers and digital professionals globally.
Other areas of focus such as ‘mobile’, ‘big data’ and ‘social’ are still widely regarded as exciting opportunities, but they are increasingly seen in a supporting role as part of the overarching mission to become more customer-centric.
As 2015 gets under way it’s clear that the opportunities for marketers have never been greater.
But what will be the major digital marketing trends for the next 12 months?
Retailers are past the stage of debating the importance of customer experience management. Now they have to master it.
Mastering CX however throws up many challenges. There’s the overwhelming amount of data, the increasing complexity of the customer journey and the sheer volume of different technologies available to retailers.
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
Much like previous investigations on retailers Apple and John Lewis this explores the customer journey in a nutshell, looking at paid search visibility, ad relevancy and the speed and ease of the ecommerce user experience.
This week: Ikea.
It is my job to explain in the simplest terms certain digital marketing phrases that may seem confusing, misappropriated or darn well unwieldy.
Today we’ll be taking a look at the terms customer experience (CX) and customer experience management (CEM), phrases that in our increasingly consumer-focused and connection-based economy have risen to the top of every business’s agenda.
This is for the naysayers who think that social media is an alien terrain for B2B organisations.
This is also for those working within B2B who need to present a case to those higher up that social can work for their company.
This is also to celebrate the many B2B companies already using social in a way that puts a lot of B2C operations to shame.
Personalisation is a fundamental part of digital strategy and a strong commercial case for using it is as follows: a reported 14% uplift in sales.
The increased understanding and use of testing is giving companies more ability to tailor customer experiences in an improved, genuinely personalised way.
Serving each segment a tailored experience also has the future potential to raise conversion levels even higher than the 7-10% uplift reported in 2014.