customer experience

The seven principles of intelligent personalisation

Marketing commentators often attribute the success of Amazon to its advanced personalisation strategy. And with good reason.  

The ecommerce giant’s approach goes way beyond the basics. Machine learning helps the brand predict and shape consumer behaviour in real time. Each customer experiences contextually relevant messages that maximise conversions at every stage of their journey.

Marketing in 2018: Too tactical and not strategic enough?

Much is written about marketing ‘strategies’ and ‘tactics’, and these two terms are often used interchangeably.

Doing so is not usually a problem (we all know, for example, what search marketing is whether it’s called a strategy or a tactic), but it is useful to distinguish strategies and tactics when trying to identify marketing trends.

Three customer experiences that have disappointed me

I think we’re at a really interesting time in the history of consumerism.

In developed markets, we have all had some amazing experiences enabled by (often mobile) tech. Not only that, we are seeing incredible investment in innovative new technologies (such as voice assistants), with tech-savvy consumers seemingly ready to experiment with tech when it is arguably far from mature (an astounding 10% of UK households have an Amazon Echo, according to Kantar).

What are the implications for mainstream businesses? I’d argue there are laggards in many industries that are sitting ducks, ripe not necessarily for disruption, but certainly to be taken down a peg or two by businesses who get the customer experience right.

Four steps to optimizing customer experience using data & analytics

Few would argue that two of the most important marketing topics at the moment are customer experience (CX) and data analytics.

Which is interesting as CX and analytics seem worlds apart. CX tends to be a soft, holistic study of how to make customers happier and analytics consists of the cold, hard numbers which fuel return on investment (ROI) calculations.

Nespresso expands to cafes: Is there a consumer demand?

London’s Soho is a mixture of hipster cafes and chain coffee shops. 

Now, there’s a brand new contender on the block, this time from coffee brand Nespresso. Its café is the second of its kind to launch in the UK, following on from an initial trial that launched in the city in 2016.