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American Eagle (AE) was founded in 1977 and now has over 1,000 stores in the US, Canada, Asia and the Middle East. As more and more customers are moving online, AE has been adopted a strategy of bringing offline to online and vice versa.
When you have a store front, it's much easier to get your offline message out to the customers who love your product. They are already coming in to buy so you have a chance to integrate that experience with an online one or just make them aware you have one!
Order something online from your favorite retailer only to receive the wrong product? Stuck at a crowded airport after multiple flights were cancelled?
In a perfect world, the common occasional mishaps that are to be expected when engaged in commerce wouldn't be such a big deal. They'd be resolved appropriately and quickly with little effort. Unfortunately, we don't live in a perfect world and such mishaps are frequently just the start of a major headache that is caused by poor customer service.
For example, 60% of US comsumers don't think companies have tried to improve their customer service, while 80% have abandoned a transaction thanks to poor service.
I've rounded up some of the most interesting digital marketing stats we've seen this week.
Stats include mobile customer experience, mobile ads, basket abandonment, Facebook fan engagement and how social affects search rankings.
Technology has disrupted a seemingly countless number of industries over the past decade, from advertising to real estate. When looking at the industries grappling with technology-driven change, however, arguably few have been more affected than the multi-trillion dollar payments space.
The advent of mobile phone, and the smartphone in particular, has created significant opportunities, many of which upstarts like Square are trying to exploit.
Since as much as 50% of smartphone users use their phones instore today, mobile on the high street is clearly going to be a key element of retailers’ success or failure over the next five years.
However, as well as offering significant opportunities for brands to bridge the gap between online and the high street, mobile makes it easier for customers to be more promiscuous.
According to Zendesk's new infographic, 62% of customers are looking for more support through social media. Compare that to research by MarketTools at the end of 2011 which shows only 23% of US companies provide customer service via Facebook and 12% provide support via Twitter.
This highlights the continued divide between what customers are expecting and companies are giving.
Two weeks ago we presented the findings of a report, commissioned by first direct from social media think-tank ItsOpen, on the future of customer service at the Social Media Leadership Forum in London.
These regular events bring together organisations that have a track record of innovation, success and progressive thinking in engaging with stakeholders through social media.
Customer service, since the beginning of recorded history, has been very simple. It is just about information and the power to control it.
Social media and customer service would seem to be a match made in heaven. In 2012, more and more brands will commit beyond simply responding to customers on Twitter.
Brands are actively recruiting customers into online communities to help them develop products, give feedback and report issues.
First Direct’s ‘Live’ community discusses openly anything from savings rates to charitable donations, and includes a (very brave) sentiment tracker on the front page to show, live, what people think about the brand (it’s overwhelmingly positive at the time of writing).
The world's largest social network has begun rolling out functionality that allows Page owners and individual Facebook users to exchange private messages.
Unlike on Twitter, where either party can initiate a direct message, Facebook is requiring that the individual initiate the conversation for now at least.
Consumers believe customer service is the most important area for retailers to focus on, rating it higher than product quality and low prices.
Almost three quarters of consumers would recommend a retail brand based on a good customer experience.
Here are some of the findings from the retail section of the consumer survey report.
Changes to Facebook pages could be bad news for customer service.
It was interesting to see the new study by Martiz Research, which showed that 71% of customers who tweeted a gripe said they never heard back from the company, despite the fact that most of them would have liked to.