Tag Archives: customer experience

The future trends hidden in the “State of Marketing” report

How are brands going to develop a competitive advantage in a hyperconnected world where two or three technology ecosystems have most of the attention? I have been thinking about this question a lot recently – because that’s part of my job. Over the last couple of months, I have been observing some macro-trends that have […]

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A digital assistant story – the connected customer

Early one Monday morning in the not too distant future one of your customers, let’s call her Alice, wakes up and, as she has for years, reaches for her phone. What happens next marks a profound change in the way she interacts with your brand forever more. Alice has just purchased a new phone which […]

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The future of advertising is already happening

The world of digital marketing and advertising has gone through unprecedented change over the last decade, and the pace of that change shows no sign of slowing down. Personalised, data driven, communications have now become firmly entrenched into mainstream marketing portfolios. Mass market media still plays a vital role, but highly targeted, personalised, data driven […]

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Experience Economy Part Three

Designing your experience Sometime in the months before July 2006, senior executives at Nike made a decision that has shaped its digital strategy. It created ripples in the world of personal electronics that are still being felt today. At that point in time, big data was being talked about worldwide as an emerging competitive advantage […]

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Experience Economy Part Two

Know where your business is heading  The term “creative destruction”, coined by the Austrian American economist Joseph Schumpeter, refers to the “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one”. In other words, an innovation cycle that creates new organizations and market […]

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Experience Economy Part One – Customer centered transformation

What your customer wants Over the last decade Australia really enhanced its reputation as “the lucky country”. While other economies were struggling with the fallout of the GFC Australia’s economy was strong. But this success has come at a cost. While many global businesses were rapidly transforming around the needs of the customer and the […]

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Becoming a Experience Economy Expert

Recently I joined a select group of people who hold the qualification “Certified Experience Economy Expert”. I was the 225th person in the world to earn that title — and the first person in Australia. I’m now starting to share the key concepts I learned with businesses in this part of the world, concepts that brands such […]

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Behavioral targeting – Balancing what is possible with what is right

Many new data driven, targeted, marketing techniques are now possible, but recent evidence suggests that some may actually do more harm than good. Developing a simple and effective digital communications strategy isn’t easy. Getting it right requires the leadership of a business having a clear understanding of customers’ needs, the experience they want to create […]

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A customer centric story

In June 2009 a company was created that would forever alter a market that had been mostly unchanged and unchallenged for nearly a century. The environment was perfect for this company to come into effect. On one side of the equation it provided a means for people to earn a living, or a few more […]

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Building your Customer Engagement Platform

Your customer’s world has become increasingly digital. This has dramatically changed the way she connects with brands, researches products and makes purchase decisions. To address this change and avoid becoming irrelevant, many businesses have invested heavily in digital assets.  These assets commonly include: Scalable CRM systems A range of tools such as marketing automation New […]

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A talk with Tim Kobe

What will one of the brains behind some the world’s most iconic customer experiences have to teach us? That is the first thing that sprung to mind when I was recently asked to host an event in Melbourne featuring Tim Kobe. For the small group of professionals who are focused on understanding, designing and delivering outstanding customer […]

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Telling the customer’s story through journey mapping

Transforming a business is always challenging. New organisational arrangements, processes and capabilities need to be introduced in quick succession. It always requires a change in company culture. When the transformation is “digital” it can be particularly demanding. So how do some of the world’s best businesses manage the process? As you might expect, facts and […]

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The Three foundations for Digital strategy success

Delivering quality digital experiences is challenging. Investing in customer insights and feedback is just the starting point. To ensure success there needs to be a balance between engaging your customers and delivering tangible results. A recent Forrester study called ‘Mind the Gap’ discovered that one of the biggest challenges facing businesses in realising their digital […]

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How to value customer data

As digital marketing techniques have gained acceptance and matured over the last few years the momentum to collect and utilise data has rapidly gathered pace. In the customer experience and communication space ‘data’ has become the catch-all term for anything digital including contact details, transaction history, behavioural information and even content such as images or […]

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You don’t want your customers talking about your advertsing

Life is not easy for a marketer these days. The media landscape continues to be reinvented and fragmented, affecting the ability of marketers to capture the attention of their target audience. The power of the mass-media model is waning, so attention is turning to digital innovation and data-driven direct communications. Yet, as many brands have […]

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Discussion with Catherine Heath From Huge Inc.

In late August this year Melbourne’s digital elite assembled at the city’s public library. The event was the Australian Interactive Media Industry Association’s V21 conference, and this year’s line up promised to be the biggest event yet. One of the key draw cards was Catherine Heath, the Head of Strategy & Planning, US West Coast, […]

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The next issue for CMOs to deal with is on the doorstep

The marketing industry has completely reinvented itself over the last few years. In fact it is difficult to think of an industry that has had to deal with so much change as marketing and advertising. But while many marketers may feel like they are finally getting on top of the technology and data needed to […]

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AIMIA Retail Research Report – Australian retailers fight back

It’s safe to say that the pace at which Australian consumers have adopted shopping online has taken some retailers by surprise. While many may have seen the writing on the wall during the years following the Global Financial Crisis, a turning point in online trade, some of the more traditional retailers were slow to accept […]

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We have big data, now we need big ideas

I recently attended an event that focused on Big Data insights and techniques for retailers. It was well attended and had some great speakers presenting including Myer CEO Bernie Brooks. By the end of the two hour seminar it was clear that Australian businesses have been busy investing in Big Data technology thereby ensuring they […]

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What can LinkedIn’s updates teach us about selling software?

With above 300 million professionals on the platform worldwide, browsing LinkedIn is now the default way for keeping tabs on people in your professional networks. In fact, many professionals spend more time managing their LinkedIn profile than keeping their CV up to date. Recently the social network added a range of new features to their […]

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