The ambition to deliver great customer experiences is universal, eternal and often feels unattainable – no matter what you do, there is more to be done; no matter how on-trend you are, the next trend is already calling. Improving your CX capability is not the answer, writes Engine Transformation CEO Emma Robertson, it’s what you do next internally that will count.
Customer Journey Mapping Best Practice Guide
Customer journey mapping is an essential piece of the puzzle when it comes to understanding and improving the customer experience. The purpose of this guide is to provide an overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys.
Webinar: Delivering on the promise of great customer experience – Trends and strategies for 2021
This webinar draws on insights from Econsultancy’s new Digital Trends 2021 report research around customer experience, as well as the new Social CX and Service Best Practice Guide and other resources to explore what actions marketers can take to focus on delivering a great customer experience and tailor CX strategies to ensure success in 2021 and beyond.
Few organisations in 2021 would deny the importance of customer experience, or CX, to business performance and the bottom line. Over the past several years, the role played by CX in allowing companies to stand out and leave a lasting positive impression on consumers has become widely acknowledged, as have strategies for improving CX. But […]
The acceleration of ecommerce throughout the globe over the course of 2020 was hard to ignore, as consumers shopped online often out of necessity, and brands were forced to rapidly change their strategies as a result.
On day two of Festival of Marketing’s Fast Forward event, Wunderman Thompson’s Chief Strategy Officer, Sid McGrath, emphasised the increasing need to identify fractured brands in retail and the reasons why such fracturing is occurring. Perhaps most importantly, he shared his tips on how to make these brands whole again to deliver a first-class, coherent experience that will keep customers returning.
Siobhan Fitzpatrick, Chief Digital & Marketing Officer at Virgin Atlantic, spoke at the Festival of Marketing this week about the importance of both customer and employee experience within the travel industry, and self-service as a useful form of personalisation.
The ongoing coronavirus pandemic is impacting every part of our lives, from the places we can go to the way we spend our time, to the priorities we have and the way we spend our money.
The role of ‘UX writer’ has become increasingly sought-after as companies make user experience (UX) a focal point for their business. But what exactly does a UX writer do?
Google has announced a new signal dubbed Page Experience that it plans to incorporate into a ranking change sometime next year. Here’s what you need to know about it.
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 […]
Customer journey mapping
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.
This short briefing gives an overview of user testing to help marketers understand the discipline.
Throughout the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
According to research by Ofcom, the average UK consumer checks their smartphone every 12 minutes of the waking day. This level of ‘digital dependency’ (and 24/7 connectivity) means that consumers are now more demanding than ever before.
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 […]
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.
1. Introduction Personalisation is about delivering greater relevance to customers and providing a richer experience by serving the right message on the right channel at the right time. Its business growth and brand differentiation potential mean that personalisation will continue to be a priority for modern business success. However, many marketers are still struggling to […]
Find the latest customer experience trends - explore the ISD
The Internet Statistics Database contains thousands of charts and statistics related to customer experience, for you to browse, save and export.