1. Introduction Econsultancy’s A Guide to Customer Experience Management features findings from its 2018 Customer Experience Management survey, conducted among 482 marketing professionals around the world in January and February 2018, including 299 client-side marketers and 183 agency marketers. For the purposes of this report, we have carried out separate analysis for both of these […]
1. Introduction Customer retention refers to the ability of an organisation to retain the same customer over a period of time. Companies that enjoy high levels of retention benefit from more reliable revenue streams and a high degree of brand equity. Although there is a strong business rationale for focusing on customer retention, many marketers […]
1. Introduction The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This guide draws insights from those who have developed complex journeys […]
1. About this Guide 1.1. How this guide is structured Econsultancy’s series of best practice guides have been created for professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. This guide to mobile and web user […]
Over the past several years, a clear digital revolution has been taking place in the financial services industry.
In retail, consumers have come to expect a swift and seamless experience online from beginning to end (and beyond the point of purchase). This is what’s known as ‘the Amazon effect’. Car manufacturers (sometimes called original equipment manufacturers or OEMs) and dealerships have struggled to adapt to the complex demands of digitally-savvy consumers. The experience […]
FMCG brands have historically generated the lion’s share of their sales offline, with consumers typically buying their groceries, toiletries, and other consumables from supermarkets or third-party retail stores. In recent years, however, the rise of digital technologies has resulted in changing consumer expectations, and a greater demand for convenience, better brand relationships, and an omni-channel […]
In a recent virtual panel discussion hosted by Tribal Worldwide London, three hospitality and digital experts gave their thoughts on the evolution of the industry during the coronavirus crisis, what businesses should be doing to adapt, and what might come next for hospitality.
Prior to COVID-19, Airbnb was a high-flying star of the digital economy. Once valued at more than $50bn by investors, with plans to go public this year, the company has been especially hard hit by the ongoing pandemic. That has spelled trouble for Airbnb hosts, some of which are commercial operators with multiple properties purchased […]
An exceptional ecommerce experience will be essential for fashion brands as they emerge from lockdown – but what can they do to engage new customers online?
1. Introduction Personalisation is all about delivering greater relevance to customers and providing a richer experience by serving the right message on the right channel at the right time. Companies that harness the power of personalisation and offer experiences tailored to each consumer’s specific needs will find their customers are more likely to continue their […]
Personalisation has been a top priority for marketers for some time now.
Covid-19 has accelerated the importance of digital transformation. Suddenly digital is the ONLY way many companies can deliver their experiences to consumers. Of course, just having a digital channel is no longer enough. Everyone wants to deliver personalised experiences to their audiences, but how exactly do you do that? Personalisation is not easy to do, […]
User experience (UX) is the most important aspect of any product. Well-designed UX drives user engagement. But badly designed UX doesn’t just cause app abandonment. It’s also been proven to damage your overall brand, making users less likely to engage with you in the future. How can you avoid this? By considering the science and […]
Here we are, joining the bandwagon of 2020 marketing predictions.
1. About this Guide 1.1. How this guide is structured Econsultancy’s series of best practice guides have been created for professionals who typically work in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. This guide to mobile and web user […]
1. Introduction The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. This guide draws insights from those who have developed complex journeys […]
The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels.
In 2017 I put together Econsultancy’s practical guide to account-based marketing (ABM). With many B2B marketers frustrated and exhausted by generating lots of leads for sales, ABM has emerged as an alternative approach.
What a persona is, the information you need to create personas, and the data sources that will help.
What the customer journey is, the multiple touchpoints involved and opportunities to leverage.
The difference between multi and omnichannel and providing a seamless CX across all.
What a good user experience is and the website elements that can impact it.
A proven way to increase ROI and revenue, and increase customer loyalty and retention.
A test and learn approach makes it possible to refine the customer experience.
10 best practice tips for ensuring a good customer experience.
Learn the fundamentals of customer experience, from who is responsible, to what makes great CX, to how marketing can improve CX. We also explain the concepts of UX and omnichannel in the context of CX.
Learn what customer experience is and how to successfully fuse classic and digital thinking.
1. Introduction This guide has been written to help senior marketers better understand the opportunities offered by experiential marketing, outlining when and how the discipline can add value. Its purpose is to help brands plan and execute experiential marketing activities and to be mindful of the challenges involved. New studies show that we are continuing […]
Today’s beauty industry is decidedly different from 10 years ago.
Experiential marketing, what is it good for?
If P&C Insurance employs chatbot platform GetJenny to take care of repetitive questions, improving customer satisfaction scores and freeing the customer service team to take care of clients with more complex queries.
After a three-month discovery phase, including the review of thousands of comments and survey responses, agency Tangent could map out customer needs, allowing it to build seamless journeys into the energy company’s website.
ŠKODA’s Digital Assistant app, developed by Somo, removes friction points in the sales process, achieving customer satisfaction scores of 4.94 out of 5.
Ometria’s Hannah Stacey outlines how retail marketers will have to change their email strategy in response to the pandemic.
Here are 27 elements that are commonly seen on ecommerce homepages, many essential, others desirable. If I’ve missed any, please leave a comment below… Status updates or contextual copy Current events may affect factors like price or delivery, such as Christmas, or bad weather, so adding a message to the homepage is a good way […]
Driving lots of traffic to your ecommerce website? Great. But the work doesn’t stop there. A good ecommerce site doesn’t just attract visitors; it converts them into paying customers. In today’s crowded digital landscape, competition is fierce and keeping a new visitor’s attention is vital to maximise ROI from your acquisition marketing. So, how can […]
The Internet Statistics Database contains thousands of charts and statistics related to customer experience, for you to browse, save and export.
