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.
Customer Journey Mapping Best Practice Guide
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 […]
A Marketer’s Guide to Augmented Reality (AR)
1. Introduction Augmented reality (AR) is quickly becoming one of the most interesting technologies in the digital space. Although often overshadowed by virtual reality (VR), AR is expected to take the lion’s share of the market. According to one estimate, the AR market will be worth $70bn to $75bn by 2023 while VR will account […]
Experience Index: 2020 Digital Trends
Foreword Welcome to Adobe’s Digital Trends report, our annual survey of marketing, advertising, ecommerce, creative and technology professionals around the world. Now in its 10th year, Digital Trends continues to reveal the most significant shifts in the industry that are driving marketing strategies, company investment and consumer behaviour. This 10th edition of the report gives […]
Customer Data Platforms Best Practice Guide
1. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]
Short Guide to Trust, Transparency and Brand Safety
Introduction In recent years, trust among the general population has taken a hit. The rise of fake news, along with high-profile data breaches and some inappropriately placed programmatic ads have eroded the trust that people and organisations have in the businesses they work with. In 2017, marketing consultancy firm Edelman confirmed this sentiment, declaring in […]
Walking in their Footsteps – The Business Case for Customer Journey Mapping
Foreward We are living in a time where customer experience is the primary differentiator for many brands, for whom price and product are no longer sole consumer considerations. From retail to banking – customers are interacting with services in new ways, and it’s those that understand this engagement and act accordingly that will succeed. Indeed, […]
Gamification Marketing Best Practice Guide
1. Introduction In a July 2018 survey by Reflect Digital, 58% of consumers said that online ads and marketing have little or no influence on their buying behaviour, while 27% said they were somewhat influenced. Only 5% said they were extremely influenced. Brands need to continue to find new ways to not only be heard […]
User Experience and Interaction Design for Mobile and Web
This guide aims to cover all the key aspects of product design for desktop and mobile and equips readers with the tools and techniques to achieve clear, measurable business objectives. It contains some useful reflections on the state of UX as a discipline, including an overview of how organisations that are getting it right are organising their teams to build products that people like to use.
2 Min
Generating and Using Personas
What a persona is, the information you need to create personas, and the data sources that will help.
2 Min
Customer Journeys and Channel Selection
What the customer journey is, the multiple touchpoints involved and opportunities to leverage.
2 Min
Customer Experience and Multichannel
The difference between multi and omnichannel and providing a seamless CX across all.
2 Min
Personalisation
A proven way to increase ROI and revenue, and increase customer loyalty and retention.
2 Min
Understanding Testing Methodologies
A test and learn approach makes it possible to refine the customer experience.
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25 Min
Customer Experience (CX)
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.
23 Min
Customer Experience and Content
Learn what customer experience is and how to successfully fuse classic and digital thinking.
CX and UX trends in 2020: What do the experts predict?
Here we are, joining the bandwagon of 2020 marketing predictions. Except we’d like to think that at Econsultancy we have a discerning group of expert friends who will give us a bit more than the standard ‘watch out for voice UIs’ or ‘break down data silos’.
16 ways retailers can improve their approach to online returns
The high volume and cost of customer returns and how to deal with it is considered one of the biggest issues currently facing online retailers.
Digital innovation in customer service: an overview
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.
The fintech revolution and its effect on customer experience in financial services
Over the past several years, a clear digital revolution has been taking place in the financial services industry.
Does customer experience need its own department?
In an ideal world, everybody should champion the customer and their experience; certainly everyone within marketing, ecommerce / digital, sales, product development, service design and leadership.
That’s what happens in startups, and it’s easy to do when you’re a small band of merry men and women led by a charismatic founder. But how easy is it for a big multinational? How does that actually work?
Six excellent hotel websites (and how they encourage direct booking)
Back in 2017, a study by Kalibri Labs found that hotels were seeing a faster rate of growth in hotel site bookings compared to online travel agencies (OTAs).
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The best digital marketing stats we’ve seen this week
There’s a bumper round-up of stats for you this week.
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Six impactful examples of ecommerce USP bars
What is it about your brand or business that makes it unique? Why should a customer shop with your brand and not a competitor?
Numan founder Sokratis Papafloratos on how digital clinics will revolutionise men’s healthcare
With UK consumers reportedly spending over $2 billion each year on monthly subscription boxes – often built on the promise of convenience – it is a thriving market.
Alphafly made me realise I now think of Nike as a direct-to-consumer brand
Nike’s DTC ambition is no secret, but a notification on my phone about the impending release of the much-talked-about Alphafly Next% running shoe made me realise I don’t want to buy from any old retailer.
CX leaders are significantly more likely to invest in learning: report
There are numerous benefits to investing in training and learning opportunities for your workforce while they are on the job.
Sainsbury’s opens concept store with hyperlocal inventory, pay-by-app & eat-in options
Supermarket brand Sainsbury’s has just unveiled a new type of concept store in Mansion House, London with an emphasis on sustainability, customer centricity and hyperlocal purchasing habits.
12 stats that show the importance of personalisation
Personalisation has been a top priority for marketers for some time now.
Five key psychological principles of UX & UI design
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 […]
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The best digital marketing stats we’ve seen this week
We’re moving on into February with another great round-up of digital marketing statistics for your Friday afternoon.
How Who Gives a Crap built a loyal following through feel-good branding and a commitment to CX
Chances are you haven’t thought much about the ethical and environmental impact of your toilet paper. But if you have, would you be willing to pay more for toilet paper that has a positive impact on the environment and contributes towards social good?
The secret to good UX: how to nail your app or website’s first impression
You only get one chance to make a first impression, and an inadequate UX can cost you conversions, but to know where to improve you need to know which elements are sending consumers away.
12 stats that show the importance of personalisation
Is personalisation still worth it? Or as Ashley Friedlein suggests, does it merely need re-defining? Here’s a round-up of studies to reinforce the importance of personalisation, and how marketers are currently approaching it.
Insurance company automates over 60% of customer service queries with chatbot
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.
UK Power Networks transforms online presence to create seamless customer journeys
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.
Global bank lifts conversion rate from 5% to 72% with new digital strategy
Summary Red Badger has been working with one of the world’s largest banks since 2016. With products going live in the last year, the agency’s work is contributing to a global efficiency target of £1.2bn. The bank’s Originations and Utilities team identified that conversion rates on retail products were less than 5%. For the eligible customers, there were two key […]
Fast Track Training: Customer Experience (CX)
Boost your rates of conversion, loyalty and advocacy with this intensive customer experience training course, covering: research and testing, strategy, user experience (UX) principles, design guidelines and persuasion techniques, mobile, new technologies, and more.
3-day course | various dates | London