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.
Yet marketers are tasked with addressing both, and so many are wondering about how these two distinct disciplines can be brought together.
https://www.econsultancy.com/blog/69631-four-steps-to-optimizing-customer-experience-using-data-analytics/
In looking back at 2017 in retail customer experience, there were lots of big headlines, a big wave of emerging technologies and a long list of strategies in play as retailers strive to enhance and advance the customer experience.
As the new year arrives, it's a great time to look ahead at what's to come from those in the trenches. Retail customer experience gurus, leaders and experts shared their insight with Retail Customer Experience via email as 2017 ebbed to a close.
https://www.retailcustomerexperience.com/articles/industry-experts-offer-up-2018-predictions-on-retail-customer-experience/
Personalisation is a cornerstone of delivering relevant and real-time experiences to customer that count. In our latest Food for Thought series with leading marketers, we asked three brands: What does personalisation mean for your marketing mix and how does it drive better customer experience?
https://www.cmo.com.au/article/631127/how-aussie-brands-bringing-personalisation-into-cx/
This article explores both the process of customer journey mapping and customer experience mapping, explaining the types of steps involved for each.
http://www.customerexperienceupdate.com/customer-experience/?open-article-id=7639348&article-title=customer-experience-mapping--how-to-create-smoother--more-effortless-journeys&blog-domain=comm100.com&blog-title=comm100/
Here are all the ways Amazon is investing in improving the experience in the form of retail delivery innovation. It’s no wonder that Amazon ranked number one in overall customer experience according to ForeSee's new Retail CX Rankings.
https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/04/how-amazon-is-investing-in-customer-experience-by-reimagining-retail-delivery/
For any knuckle-draggers out there, CX isn’t just some Millennial, hipster, spiced chai latte, altruistic, fluffy nonsense. McKinsey research found that companies who provide a superior, low effort experience realised a 10-15 per cent increase in revenue and a 20 per cent increase in customer satisfaction. More satisfied customers are easier to rebook and upsell. Greater numbers of advocates provide powerful, free promotion. Businesses become more competitive and staff become more engaged in a positive working environment.
The upsides are obvious – and yet the evidence suggests that the experience of the exhibitor is far from positive. There could be many reasons – here are just six.
http://www.exhibitionworld.co.uk/2018/01/08/rising-challenge-cx/
2017 has been a transformative year for customer experience, with artificial intelligence and digital assistants at the forefront of the transformation. With the emergence of new channels, organisations also spent much of 2017 grappling with how to handle and analyse the sheer volume of data they were able to collect on customers.
These emerging technologies will inevitably play a more integral part in how businesses deliver the customer experience. Other technologies such as VR and AR, as well as IoT, also have potential to affect customer experience. As we look towards 2018, we’ve put together some thoughts on what 2018 might bring for the customer experience.
https://www.itproportal.com/features/what-does-2018-hold-for-the-customer-experience/
As customer experience – increasingly based on digital interactions – becomes a competitive differentiator, brands need to assess their current capabilities and understand where they may need to make changes, according to an industry figure.
https://www.warc.com/NewsAndOpinion/News/39826/
A traditional organizational strategy tends to revolve around minimizing costs and maximizing sales and profits, thereby maximizing shareholder return. In a government setting, cost reduction is important to strategy; but so is raising awareness of what government is doing, and changing the behavior of citizens.
https://www.cmswire.com/customer-experience/when-organizational-strategy-ruins-customer-experience/
Roles focused on the overall customer experience across multiple channels, including designing experiences for emerging technologies like voice, augmented reality and artificial intelligence, are still nascent in the marketing industry.
Howard Pyle took on the role of svp of customer experience and design at MetLife in January 2016, just as the company started its first brand refresh in 35 years. He manages a team of 70 people responsible for the MetLife experience across channels. Pyle spoke to Digiday about why companies need to focus on designing customer experience.
https://digiday.com/marketing/cx-new-ux-metlifes-first-head-customer-experience-building-brands-personal-interaction/
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