Customer expectations are always rising. Fortunately, many brands are rising to the occasion by pursuing new and creative ways of delivering relevant and personalised customer experiences. In fact, customer experience has been a common thread through our exclusive content on CMO.com over the last couple of weeks. Marketers are looking for ways to get their brand in front of customers and deepen their conversations with their customers.
Rick Jones, general manager in the UK of Adform, discussed the challenge of providing an unobtrusive, seamless customer experience in the age of ad blocking technology. Jones encourages marketers to embrace a digital advertising strategy that combines creativity, data, and automation. While ad blockers are a significant challenge to marketers, Jones offers hope that the best antidote to ad blocking is providing consumers with creative and relevant personalised content.
Thomas Husson, vice president and principal analyst, marketing and strategy at Forrester, shared the opportunity brands have to deepen the conversation with consumers through instant messaging (IM) apps, such as WeChat, WhatsApp, and Facebook Messenger. He encourages European marketers to learn from their counterparts in China, where consumers are already using the WeChat app “to book a doctor’s appointment, pay a bill, or control the light in their hotel room, leading them to spend more than a third of their total mobile time in the app.”
I had the opportunity to share some of the insights from the Econsultancy 2017 Digital Trends Briefing. As expected, the report found that most marketers believe that providing an optimal customer experience will set their companies apart from the competition. Delivering these experiences, however, often requires a complete organisational shift in culture, strategy, skills, and processes. While the report found that many companies struggle in these areas, it provides plenty of insight into how companies can move in the right direction.
In an exclusive interview with CMO.com, Stephen Wind-Mozley, director of digital at Virgin Media Business, shared his company’s strategy of presenting a compelling and infectious narrative to its customers. An important insight shared by Wind-Mozley is the idea of targeting the environment that decision makers inhabit rather than the decision makers themselves. It then becomes about making the decision makers aware of what the company offers and adding value to the conversation.
Jim Clark, research director for Econsultancy, offered further insight from the firm’s 2017 Digital Trends Briefing while speaking at Adobe’s CX Forum in London. To illustrate that the focus on customer experience shows no signs of abating, Clark mentioned the approach taken by Domino’s Pizza. They’ve shifted their perspective of what they are from a pizza company to an e‑commerce company, which has resulted in “60% of orders coming through digital, and half of those coming through mobile.”
We hope you’ll engage with our exclusive content on CMO.com and learn from some of the top leaders in marketing. Please let us know what you think.