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By focusing on the customer experience rather than sales, smaller brands and retailers can effectively compete with their largest competitors.
A great example of this comes from flower delivery service UrbanStems.
Customer experience has arguably been the marketing buzz phrase of 2015/2016.
But the interest in the term reflects marketing's increasing influence across the organisation, in a time when business models are changing.
At Syzygy's Digital Innovation Day, I listened to marketers from Lufthansa, Zalando and Consorsbank who discussed CX.
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?
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.
B2B customer experience is the topic of Econsultancy and SAP Hybris' latest report.
The Tension in B2B Customer Experience Management includes an international survey of over 220 senior leaders at companies spanning a range of industries.
Though customer experience (CX) is impossible to universally define, the importance of slick customer interactions is paramount.
Yet, as the report reveals, there's still a way to go for many B2B brands.
Think like a customer (you are one), sharing is caring, and focus on NES (Nintendo Entertainment System? - No! Net Ease Score).
This is just some of the advice offered by Nicki Young, Head of Digital Product Development at RS Components.
RS is the perfect playground for improving customer experience, receiving hundreds of millions of visitors a year.
Let's hear from Nicki.
QR codes never really took off in the West.
I had nothing against them, just their implementation (on a creative and a technical level).
However, I wanted one at the weekend so I could leave feedback about a store visit.
It's been a fine week for digital marketing and ecommerce stats.
So, if you're at all interested in travel and social media, PR and advertising codes, PC shipments, UK adspend, data breaches, email subject lines, B2B customer experience or the 'single customer view', reader, you're in luck.
According to the IMRG Capgemini Sales Index, online sales accounted for 27% of UK retail sales in 2015. That’s £114bn.
But obviously digital provides more than just a sales channel.
With so many retailers going through a digital transformation programme, I wanted to try to cut through the jargon and define exactly what a digitally transformed retailer should look like.
Personally, I think 2014 was the year when the hype around digital technology in retail stores crested a wave.
By 2015, I was writing fairly sceptical posts about the screens in the corner that nobody uses.
However, now that the noise around kiosks, beacons and mobile loyalty has died down, it seems a good time to assess the landscape.
Customer experience and innovation are both hard to pin down.
Econsultancy's new report, Innovating the Digital Customer Experience, in association with Jahia, attempts to do just that.
The report examines how to innovate, the concept of practical agility, marginalizing your competition and the 'innovator's toolkit'.