Customer Experience

The latest customer experience best practice, case studies, trends, training and more. From personalisation and design to user experience and usability

A pair of hands typing on a laptop with holographic screens displaying email, phone and chatbot icons, and a separate chatbot conversation with a person.

Customer service and generative AI: a uniquely transformational moment for the industry

Software company Intercom has been implementing generative AI in its customer support toolset. VP Customer Support Declan Ivory speaks to Econsultancy about what the tech means for the industry, from agent support and QA, to customer-facing bots and new human roles.

Filter and explore CX research

Reset

Data Privacy Challenges to Email Personalisation

Few events generated as much concern in email marketer circles as the advent of Apple’s Mail Privacy Protection (MPP) feature in 2021. This chapter discusses this and other privacy features that came into effect with Apple’s iOS15 update. Overview of privacy features in iOS 15 MPP was one of several privacy-focused changes Apple introduced in […]

Enhancements to Segmentation and Personalisation in Email Marketing

A brand can take multiple approaches to segmentation and personalisation. It also has many options for using technology to enhance these approaches. This chapter will review the ways in which automation, machine learning and artificial intelligence can augment the processes involved in segmentation and personalisation. A first key step is to ensure that the data […]

13 minute read

Approaches to Segmentation in Email Marketing

As well as segmenting by data type, marketers can group customers based on factors that pertain to the company’s business models or business goals, such as where they are in the customer lifecycle, or by how much potential value they could bring to the business. This chapter looks at some of these approaches. Segmentation based […]

12 minute read

Obtaining Data from Customers for Email Marketing

As mentioned in Chapter 2 of this research, the move to eliminate third-party cookie use in all major web browsers has caused digital marketers to refocus their attention on the zero- and first-party data they have already gathered on their customers. This chapter looks at these data types and how they may be obtained. Subscriber […]

10 minute read

Data Types for Email Segmentation and Personalisation

As outlined in Econsultancy’s Segmentations and Personas Best Practice Guide, customer data can be categorised into four groups for segmenting customers: geographic, demographic, psychographic and behavioural. Each of these can be layered to create meaningful sub-groups for more targeted email content. This chapter looks at these four categories in detail. Figure 1: Data types for […]

6 minute read

The Role of Segmentation and Personalisation in Email Marketing

Segmentation and personalisation are practices applied across multiple digital marketing disciplines to deliver a better user experience and drive engagement and loyalty. This chapter discusses what differentiates segmentation from personalisation and gives an overview of their application in email marketing. Segmentation and personalisation: An overview Segmentation and personalisation remain high on marketers’ wish lists of […]

5 minute read

Segmentation and Personalisation in Email Marketing: A Summary

Nearly all research into email personalisation over the last 20 years supports the contention that customers will act on email messages that are relevant to their interests, preferences and behaviour. Relying on one-size-fits-all communications fails to maximise the potential of email as a direct-response, business-building channel. A targeted approach that uses a strategic combination of […]

3 minute read
Implementing a CX strategy, customer experience, happy customer

Implementing a CX Strategy: The CX Scorecard

This research discusses all the critical elements that are necessary for creating exceptional customer experience. It is clear that great CX can drive competitive advantage and have a direct impact on the bottom line, but it is necessary to take a holistic view in order to ensure an integrated and joined-up approach. Feedback from contributors […]

2 minute read
Implementing a CX strategy, customer experience, happy customer

The Future of Customer Experience

With the emergence of new technologies and changing customer concerns, customer experience is ever-evolving. This chapter looks ahead to what customer experiences will look like in the future, including how artificial intelligence and augmented reality will play a role. Contributors to this research highlighted a number of areas that will be significant to the future […]

6 minute read
Implementing a CX strategy, customer experience, happy customer

Resourcing and Ownership of Customer Experience

Customer experience touches all parts of the organisation, but who in the business should take ownership of the strategy? This chapter considers who should own CX, as well as the importance of horizontal collaboration. Who owns CX? There is no one approach to allocating ownership for CX within the organisation. The trend towards more organisations […]

7 minute read

Evaluating, Measuring and Optimising CX

After developing a CX strategy, it is important to measure its impact and continue testing and learning. This chapter provides guidance on how to evaluate and measure CX, as well as a framework for optimising CX. Evaluating and measuring CX Real behaviour vs. claimed behaviour When evaluating and measuring CX it can be useful to […]

20 minute read

Latest Articles

‘Your brand is your product and your product is your brand’: Kallan & Co’s Luca Picardi on digital design

Luca Picardi is Head of Brand Strategy at Kallan & Co., a design studio with a virtual working model (and offices in Helsinki, Melbourne and Christchurch). He has been working across brands and digital products for the last decade. Given Picardi’s schooling at Central Saint Martins and current teaching work at BAU school of design […]

graphic showing trends for 2024

Econsultancy’s digital and marketing trends for 2024

We’ve published a list of digital and marketing trends every January at Econsultancy for well over a decade, and have been training marketers for the better part of 20 years. Looking back at some of our annual predictions since 2010, three types of trend stand out: Trends that feel nostalgic, ideas that quickly became amusing […]

sam richardson, twilio

Twilio’s Sam Richardson: Accessibility should be built in to customer engagement strategies

Sam Richardson is a consultant at Twilio. She describes the team’s focus at the customer engagement platform, as “firmly on helping our [clients] to understand the importance of developing deeper relationships with customers.” “We’re working with them to encourage a mindset shift,” she continues, “from thinking about one off transactions to how they can earn […]

Case Studies

Quick Guides

Quick Guide to Marketing Automation

This quick guide looks at the business benefits of marketing automation, including the ability to deliver personalised, omnichannel experiences to customers and improve acquisition, engagement and retention. It provides an overview of the main features offered by marketing automation platforms, and the key steps to successful implementation.

Microlearning Courses

Quick Links