Ten things you need to know — 8/12/17

Wel­come to ‘Ten things you need to know’ — the first in what will hope­ful­ly be a fort­night­ly explo­ration of…er…news! Inter­est­ing and friv­o­lous things from the inter­net! Occa­sion­al nuggets of inspi­ra­tion for mar­keters! That sort of thing, real­ly. The idea … Read more

Why You Should Future-Proof Your Ethics to Future-Proof Your Business Means

Today’s busi­ness land­scape is defined by para­dox­es and con­tra­dic­to­ry forces. Con­sumers demand per­son­al­i­sa­tion, but wor­ry about pri­va­cy. Mar­keters scram­ble to meet acqui­si­tion tar­gets, even as they strug­gle to main­tain cus­tomer loy­al­ty. Audi­ence inter­ac­tions hap­pen at scale, mil­lions of times per … Read more

The Six Elements of an Experience Business

Today, every suc­cess­ful busi­ness must put cus­tomer expe­ri­ence above all else. Brands across the globe are find­ing this out for them­selves, as small dis­rup­tors that pro­vide per­son­alised, con­nect­ed expe­ri­ences are steadi­ly cap­tur­ing mar­ket share away from large, well-estab­lished com­peti­tors, while … Read more

What Is World-Class Customer Experience?

What makes a world-class cus­tomer expe­ri­ence? Recent research reveals that the over­all per­for­mance in cus­tomer expe­ri­ence by British brands has nev­er been low­er in the last eight years, while the over­all per­for­mance by Amer­i­can brands rose in 2017. British brands … Read more

Optimising FSI Customer Experiences, Part 5: Testing, Learning, and Improving

Dig­i­tal trans­for­ma­tion in the finan­cial ser­vices indus­try (FSI) is not an “either/or” propo­si­tion. It’s an ongo­ing jour­ney of con­tin­u­al improve­ment and enhance­ment. You might get the data, con­tent, machine learn­ing, and deliv­ery com­po­nents exact­ly right, but if you don’t keep … Read more

Optimising FSI Customer Experiences, Part 4: Cross-Channel Optimisation

Cus­tomer data and con­tent are both cru­cial, as is machine learn­ing to deliv­er that con­tent at scale, at the right time and place. But how do you do that across mul­ti­ple chan­nels, in such a way that each chan­nel sup­ports … Read more

The Adobe 2018 Digital Trends Survey

The end of the year is a time for both reflect­ing on what we’ve accom­plished over the last 12 months, and look­ing ahead. For the past sev­en years, Adobe has col­lab­o­rat­ed with Econ­sul­tan­cy to deliv­er a unique report on the … Read more

The Symphony of a Unified Customer Experience: The Experience Business Series, Part 5

Com­pelling, per­son­alised cus­tomer expe­ri­ences are no longer option­al. They’ve become a crit­i­cal core com­po­nent of every suc­cess­ful brand’s over­all strat­e­gy, inte­grat­ing data, tools, and per­son­nel from a wide vari­ety of depart­ments and teams. For busi­ness­es that achieve this trans­for­ma­tion, the … Read more

The Power of Experience-Driven Commerce: The Experience Business Series, Part 4

Con­sumers are turn­ing to the Web more and more to help them make buy­ing deci­sions. Although the e-com­merce growth rate is expect­ed to slow over the next few years, Forrester’s 2014 US Cross-Chan­nel Retail Sales Fore­cast pre­dicts that Web-influ­enced offline … Read more

Why CMOs Are Overhauling Their Digital Strategy

Why are so many chief mar­ket­ing offi­cers (CMOs) in the UK over­haul­ing their dig­i­tal strat­e­gy? A recent Cen­suswide sur­vey of 100 UK CMOs and mar­ket­ing VPs at com­pa­nies with a turnover of at least £20 mil­lion found that a vast … Read more