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It is my job to explain in the simplest terms certain digital marketing phrases that may seem confusing, misappropriated or darn well unwieldy.
Today we’ll be taking a look at the terms customer experience (CX) and customer experience management (CEM), phrases that in our increasingly consumer-focused and connection-based economy have risen to the top of every business’s agenda.
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.
Can you even measure it? Taken at face value, customer experience (CX) seems like a rather intangible term, one that you'd think could only be referred to anecdotally.
"I visited a website, I found what I was looking for, I purchased the item, I received it. All went smooth enough without any kind of hiccup or annoyance."
You could therefore say I had a good customer experience, but how does a retailer or service provider really know?
We’ve just launched a fantastic series of briefings called Masters of CX which are all free to download and cover a range of topics written by six industry experts.
Using social media channels for customer service is a key way to remain relevant to not only your customer’s needs but also their expectations.
If you’re a brand than you should be on social. If you’re on social then you should be exactly that... Social. Communicate openly with your customers no matter what their query and do so personally, quickly and offering resolution where possible.
I’ve recently been writing a great deal on social customer service. Check out this investigation into the current state of UK social response for 20 top retailers.
I also recently talked to IBM's managing consultant in social customer care Guy Stephens about his thoughts on delivering customer care through social...
A real mix for you this week, from chocolate bathtubs to push notifications.
Which brands are making gains on social? Just how much reach do organic posts gain anyway? What will the size the wearables market be?
All that and more in this week's online marketing stats roundup. Read on!
Why not download our compendium of online marketing stats for more on the market?
Founded in 1999 and acquired by Amazon in 2009, Zappos has long been admired for its attitude to staff and customers.
This focus is all about retention of customers and staff. And it saves the company a fortune on marketing and recruitment.
Indeed, Zappos can boast customer retention rates of 75%, while staff rates are 85%, figures not many other firms can match.
Companies are often more focused on acquisition than retention, but Zappos has turned this on its head, looking to market itself through quality of service.
It's worked too, with Zappos reaching $1bn in annual sales before the Amazon acquisition.
Here are just a few lessons that can be applied to other businesses...
The stats we've got this week range from the sublime to the ridiculous.
From Twitter mentions of abbreviated phrases (FML, LMAO etc.) to declining retail spend in food. In there, too, is some interesting data about mobile spend in China and the state of SEO.
As usual, for many more stats, download our Internet Statistics Compendium...
FAQs can be found on many websites and typically they are presented in standard text format.
Maybe there is a suggestive search facility to aid the visitor’s ability to find relevant answers quickly and efficiently.
But what if you wanted to make your FAQs more memorable, more unique and provide a reason for your visitors to use these rather than picking up the phone and asking customer services a question?
Enter stage left LINGsCARS and what are labelled “The best FAQs in the world!”
We and many others have made our love for Government Digital Services (GDS) quite clear.
However, I thought it worth quickly flagging up an interesting post on Reddit that shows just how far GDS has come and the standards it is setting.
In the post a redditor from the Home Office highlights a poor experience and a developer from the GOV.UK team fixes it within a day.
If you want to hear from Mike Bracken, executive director of digital at GDS, get yourself to the Festival of Marketing in November.
While ecommerce has come a long way in recent years, it still has a long way to go.
One of the main problems with online shopping is that a certain amount of guesswork is always required before making a purchase.
Customers are never quite sure about the quality of an item, since they can’t touch it like they would when shopping in person.
Instead, they are forced to rely on small photos and glib product descriptions.
As a blogger, I have a responsibility not to get personal and not to write with righteous indignation.
However, I also have the pleasure of being able to write about experiences I have had that bear on digital marketing and ecommerce.
After my stag do this weekend, I lost my paper return train ticket from Devon to London and had to pay for a new one.
In my opinion this revealed a disjointed multichannel offering because lost paper tickets cannot be reissued, but mobile tickets effectively can be (by logging into an app on another mobile device).
So what can we learn?
In the past month I had a bad experience with British Airways.
In short, I left my iPad on a plane and it took six days for them to find it and charge me for its safe return.
This post is more about the way BA handled my issues both online and offline and how there are a lot of flaws in its customer service and social media management.
I’ll write about my experience as objectively as possible while still providing actionable tips.