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Author: Christopher Ratcliff

Christopher Ratcliff

Christopher was the Deputy Editor at Econsultancy. He runs pop culture site Methods Unsound and you can hound him on Twitter @Christophe_Rock.

13 ways you’re doing social customer service wrong

One good thing about working in online retail is that nobody will catch you yawning behind the counter or drinking a cup of tea on the shop floor.

One bad thing about working in online retail is that customers expect the same quality of service from you as they would a face-to-face interaction, especially if things go wrong.


What is micro UX? 14 joyful examples

Micro UX is a small element in a product’s design, focused entirely on a single task. 

These simple interactions and effects are primarily designed to create an interesting and hopefully unique experience for the user. 

Here we’ll be finding out how these little details can make a big difference.


Apple: the customer journey from search to checkout

In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.

Much like previous investigations on UK retailers John Lewis and Halfords this explores the customer journey in a nutshell, looking at visibility, relevancy, ease-of-use and speed of experience.


11 best branded Instagram videos from November 2014

It’s the monthly round-up of mini social video wonders from the wide world of brands on Instagram.

Put aside 165 seconds, pop on your headphones, sit back and enjoy.


More marketers are needed in the boardroom: report

In November we published our Value of Marketing report, in which we discussed the need for CMOs and CFOs to talk the same language.

The current status quo where finance commands the greatest voice in the boardroom needs to be challenged. Half of the FTSE 100 CEOs have an accounting or financial management background, compared to just 10% who come from marketing or advertising.


10 best intergalactic oddities from the internet this week

Something feels different today... Not sure I can quite put my finger on it.

It’s as if there’s been a fundamental change in the way you can read this article. Almost like if you were to stretch the edges of a window either way, it would adjust to fit.


13 compelling stats from around the digital world

Stats life! That’s what all the people say. 

By people, I almost exclusively mean researchers, analysts and statisticians. Not that they’re not people of course. Perhaps I should start again...


What is ASOS doing so right on Pinterest?

It used to be that a week wouldn’t pass without one of us writing a Pinterest-related post.

In the last few months though we’ve barely covered the ‘visual discovery platform’. It’s not because interest has waned, in fact Pinterest currently has 70m users and the platform drives an unprecedented amount of traffic to retail sites.

It’s just because the best practice guidelines for brands to succeed on Pinterest haven’t really changed.


How can ecommerce sites use Instagram?

As Facebook continues to ease the way businesses pay-to-play on its network, its other social network Instagram has notoriously kept marketers at a much further arm’s length.

Things are starting to change though.


25 best branded Vines from November 2014

It’s our monthly round-up of the very best branded Vines of the past four weeks.

For your 150 seconds of pleasure this month we have a big name celebrity whose time has been exploited for all its worth, a mystical pizza snatcher of legend and some mild mistreatment of a plastic doll.


Tesco vs. Sainsbury’s: which provides the best social customer care?

Yesterday it was announced that Sainsbury’s is the most socially influential retail brand on Twitter based on its Klout score.

If you’re not aware of what a Klout score is, it’s an online social popularity measurement that leaves the more egotistically fragile of us weeping alone in a stationery cupboard. It also has its detractors

To contradict Sainsbury’s achievement, over the past six months, supermarket rival Tesco has fought its way to the top of Leaderboarded’s UK Twitter Social Customer Care table, overtaking previous top-spot holders Virgin Media and… yes... Sainsbury’s. 


Can a new platform disrupt the way we book cinema tickets online?

I’m going to set out my prejudiced little stall immediately: I hate booking cinema tickets online.

In terms of annoying outdated UX, booking tickets for all the major cinema chains is up there with pagination, full-page takeover ads and reading our old non-responsive site on a mobile.

I looked at the major players Odeon, Vue and Cineworld earlier in the year and each provided a frustrating experience, full of unnecessary distractions and barriers to purchase.