How many customer touchpoints do you actually need?
As brands juggle more and more channels to try and interact meaningfully with customers, are all these touchpoints helping or hindering?
All posts filed under: Customer experience
Why are so many customer experiences now just marketing sugar?
It’s easy to see why customer experiences have become marketers’ go-to fix. Like content marketing they are such an accepted part of the lexicon today that many marketers have them on their to-do list as a matter of course.
The power of brand rituals
Call them rituals, ceremonies, habits … associating a brand with a set behaviour can have a powerful effect on loyalty and enjoyment.
Is brand experience the new sugar?
Right now, it feels like almost every brand wants to hook their customers on sweet moments that have them coming back for more. But is that what people want or have brands simply made high-energy experiences the new must-add?
Businesses need to focus right across customer journeys
How should companies map more effective and engaging customer journeys? By recognising that such journeys are really about how customers feel over the course of the entire journey not just how they feel at any given point in that journey.
Rethinking the frontline services of brands
Brands are quick to identify customer experience as an area of critical success for them. Yet too often those responsible for frontline service delivery lack the authority or the experience to fully act in the interests of those customers.
Should there always be brand experiences?
It seems everywhere I look in the marketing press these days, someone is advocating the need for brands to deliver experiences. But not everyone can or should deliver a formatted experience, and, equally, some brands would quickly wither if they didn’t.
Your customers shouldn’t have to report to your processes
We shouldn’t even think of the term “customer service” as being about something that is valuable to customers. In fact, customer service is worth next to nothing. The reasons are simple. We live in a service-focused age, and the people who buy from you know they’re customers. So the term “customer service” does not describe anything customers don’t expect and it certainly doesn’t envelope anything of particular value to them.
Personalising the brand proposition
Personalisation is the quest of the moment for so many marketers, with 70% of executives interviewed by Forrester saying it is now of strategic importance to their business. (What may surprise you, as it did me, is how generalised so much marketing still is.)
Brand wonderland – the role of the flagship store
As the downtown areas of major metropolitans reclaim popularity and no small element of retail cool amongst the citerati, more and more globally scaled brands are scaling up their physical presence with impressive and expensive flagship stores that literally showcase who they are and what they have to offer.