In our first post 'real time customer intelligence, right here, right now?' we raised the idea that some savvy marketers have been getting the right message to the right person at the right time for years – we call them ‘Shopkeepers’.
But the ‘recent’ explosion of marketing channels has brought about some fairly complex challenges that even our friendly shopkeeper would struggle with.
So how in today’s connected world can we serve and delight thousands of smart customers on different channels and different devices all at the same time?
I’m always impressed just how much eloquence is there for the mining on Quora. I guess it makes sense, as good answers are upvoted and people answer questions that rev their engines.
Suddenly, there’s a clarity to most threads that is addictive in its intense scrollability.
So I searched for ‘customer experience’, to see what I could find to report back with, and to shape a proto-strategy for a transforming business. Most of the interesting stuff I found can be seen more as comment on customer service, and specifically its social dimension.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
Econsultancy’s updated User Experience Buyer’s Guide lists 23 suppliers of user experience services, and expounds the current trends in the market.
And guess what? User experience is as topical as ever.
Business transformation is increasingly design-led, delivering value to customers with great customer experiences, across multiple devices, with emerging technologies such as responsive design and HTML5.
Here's some statistics we've seen this week, for your delectation.
For more digital marketing stats, check out our Internet Statistics Compendium.
The question of whether the ecommerce RFP is fit for purpose raised its head again recently.
I’ve received a few since the last post and have come to the conclusion that they have all entirely missed a rather large point, to paraphrase the intro from my first post.
An excellent customer experience is a vital as companies look to gain an edge over competitors, yet many still lack a complete understanding of the issues facing customers.
More than three quartera of respondents in our Reducing Customer Struggle 2013 report, produced in association with IBM Tealeaf say they have a 'good' or 'okay' understanding of their customers' online experience.
While the number rating their understanding as 'excellent' has increased from 4% in 2012 to 7% this year, 14% still rate their knowledge of this as 'poor' or 'very poor'.
So how are companies seeking to understand the online customer experience, and which methods are effective?
In this post, or seamless meld of my personal and professional lives, I will highlight a few user experience blips I found when booking a holiday to Austria.
On reflection, it occurs to me we might all be over-excited about new developments online. Wearable technology and cross-channel CRM are both all over tech and digital marketing news, but how far are we from websites working to the user's satisfaction?
As progress brings more examples of 'good', the 'bad' becomes even more annoying. The whole experience of booking my holiday left me realising that one of the main benefits of package holidays remains the same: they take the hassle out of having to interact with more than one service/company in the travel sector.
None of the company websites I used were bad at all, in fact, I was impressed by OBB (Austrian Rail) and Olotels, but the cumulative effect of small user experience hiccups meant that booking tickets and accommodation filled an evening with moderate pain.
Can a holiday ever truly be 'last minute' until travel sites are optimised further? Here are the problems I faced.......
“When it comes to the web, organizations are broken”, at least that is what Jonathan Kahn says in his A List Apart article and I have to say I agree with him. After all, you don’t have to look far to see there is a problem.
Most websites lack focus, let alone a consistent user experience or tone of voice. Social media rarely integrates well with the website and most organisations' mobile strategy consists of throwing some apps at the iOS app store.
Email is little better. In fact I am working with one charity client whose supporters may receive as many as 80 emails from them a month! This happens because there is no central control over emailing.
Personalisation is widely seen as vital to the success of online businesses, yet new research shows that companies are some way off delivering cross-channel personalised experiences.
The Econsultancy/Monetate Realities of Personalisation Report shows that while 43% of companies currently deliver a personalised experience on desktop this figure falls to just 14% on tablet and 13% on mobile.
For both devices more than half of respondents (54%) stated that they plan to adopt personalisation in the next 12 months, but this needs to be treated with caution as the road to hell is paved with good intentions.
It also means that around a third of businesses have no plans to implement the technology.