Digital transformation has had an impact on almost every aspect of an organisation, though only now is the role of data in transformation being fully understood and valued. Today, marketers can measure performance more than ever before, so what skills, resources and methods will help to achieve the best results? Selecting what to measure Once […]
A measurement strategy in itself is a definition of how data will be used to understand how business goals are being met. This chapter examines the creation of the strategy itself. Defining measurement strategy Almost all areas of business are now engaged with customer understanding and business performance data. It has become essential for marketing […]
Present day challenges centre on two environmental trends – customer focus and technological change. These environmental pressures require that an organisation plans a data and measurement strategy so that they can deliver the levels of insight marketers require to communicate their value and achieve objectives. Understanding this context helps inform approaches to implementing measurement and […]
At the heart of all marketing measurement and analytics is data. The significance of data and its relationship with business success has become a key theme of seemingly every commentary, report or conference over the past few years. Becoming ‘data driven’ – using data to make smarter, quicker decisions and just understand more – is […]
Image: Damien Mahoney, Nosto Damien Mahoney is the Chief Strategy Officer at Nosto, a role he took on in April 2023 following the acquisition of visual user-generated content (UGC) platform Stackla, where he was founder and CEO. “I still continue to focus on the success of this part of Nosto,” he explains, “assisting the team […]
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 […]
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 […]
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 […]
Great customer experiences are underpinned by the right data and tech stack. This chapter outlines the data and technology setup required to enable them. Data and technology setup to support CX Using a customer data platform (CDP) can transform the ability of organisations to derive value from data in implementing CX strategy. The CDP Institute […]
With customers interacting with brands through a variety of touchpoints, both digital and offline, the need to provide seamless omnichannel experiences has never been more important. This chapter outlines the contributors to great omnichannel experiences. What is a great omnichannel experience? The focus on omnichannel CX has never been greater. According to data from PWC, […]
Understanding the customer – what they seek, how they feel, their pain points – is crucial for the success of any CX strategy. This chapter covers how organisations can use segmentation, customer personas and customer journey mapping to get to know their audiences. Using segmentation and personas Adept use of customer segmentation helps to focus […]
Brands seeking to remain competitive in rapidly evolving markets must put the customer at the heart of their strategy. This chapter defines customer experience, outlines what great customer experiences look like and runs through the critical elements of a CX strategy. What CX means The origins of customer experience can be traced back to Gilmore […]