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Understanding the customer journey is becoming increasingly complex as the number of digital and offline touchpoints proliferate.
However it’s important to try and create an accurate map of how customers are interacting with a brand in order to optimise marketing channels and campaigns.
But to what extent are brands able to properly understand the customer journey?
Customers have assumed the position of power in their relationship with brands.
As technology gives people unprecedented information and choice regarding products or services, companies have to work twice as hard on meeting and exceeding customer expectations at every touchpoint.
Data-driven marketing and customer experience are two of the most prominent trends in digital right now.
So how are they intertwined and how can the former be used to improve the latter?
Autumn 2015 will mark six years since the release of the first mobile sites from some of the UK’s top retail brands, but how has the mobile experience changed?
As with all industries, financial services companies have been forced to adapt their business practices to account for new digital technologies.
From a customer standpoint this has been hugely positive, as it’s now easier than ever to apply for financial products and compare costs online.
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.
Here we'll be taking a look at Boots, and making suggestions on how it can improve the customer experience and perhaps increase conversion.
“Come with me, and you'll be, in a world of pure imagination...”
I have to stop there as I don’t want Paramount Pictures or the estate of Roald Dahl to sue us.
Instead I’ll pepper the content of this article with only the very subtlest of references to Willy Wonka and the Chocolate in the hope that nobody notices.
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.