Ben Davis says, “I’m at Microsoft Convergence in Barcelona. I’m also in the middle of compiling a report on multichannel marketing. Both of these endeavours leave me bemused as to why I haven’t heard people using the phrase ‘the year of CRM’. Perhaps it just doesn’t have the ring to it that ‘year of mobile’ always did. Perhaps it’s because a lot of the CRM action is occuring in enterprise B2B and isn’t as sexy as above-the-line brand campaigns. Anyway, the point is that CRM, a very traditional concept, through cloud and mobile, is a... [...]

Tim Ash says, “The customer journey does not end when your visitor completes your desired action – and neither should your conversion optimization efforts. It costs far more to get new customers than it does to retain the ones you already have, so it makes sense to plan for customer lifetime value and not just focus on the one-time transaction. Right after the purchase is when customers tend to be most engaged with and receptive to your company. Use these techniques to amplify your brand, strengthen customer relationships and drive incremental sales”. Post-Conversion CRO: Optimizing... [...]

Josh Manion says, “Understanding the customer journey and delivering relevant experiences has never been this critical.  Recent research by eBay and Deloitte revealed that a third of UK and German consumers used multiple channels when making recent purchases, with this rising to two in three for orders over £100. This presents today’s marketers with a unique challenge. They need to deliver customer experiences that are coordinated across all channels, with personalised and relevant messaging and content”. The customer journey & relevant experiences are the new business imperatives ‘Econsultancy’... [...]

Ben Davis says, “High street stores are getting their mojo back, so what can ecommerce do to engage the consumer? Here are just 10 features that help to keep customers engaged on ecommerce websites. If you’ve seen any innovative new features from ecommerce companies, please let us know below. For all things engagement and optimisation, why not attend theFestival of Marketing, in London, November 12-13th”. 10 ways to increase customer engagement in ecommerce ‘Econsultancy’ Blog  [...]

Allison Banko says, “We all outgrow things. As we grow and mature, things that once worked for us before may or may not still be a fit for us now. The same can be said for our organizations as they, too, evolve.New England Biolabs’ growing pain came in the form of its website. To adapt, the company implemented a redesign effort driven by customer experience.See how both the research and the redesign stimulated a 7.5% decrease in bounce rate, 13% increase in page visits and more than a 74% lift in time spent on the New England Biolabs website“. Customer-centric Marketing: How... [...]

Mike Kamo says, “For years, my business approach was this: If you make something truly remarkable, it will sell itself. I know, it’s very “Field of Dreams,” but that’s how I thought. And then I read The Challenger Sale, a book by Matthew Dixon and Brent Adamson, and it changed my perspective forever. In the book, Dixon and Adamson present the findings of a customer loyalty study. They found that the combined impact of company and brand impact, product and service delivery, and value-to-price ratio accounted for just 47% of customer loyalty to a particular company. What?... [...]

Mike Kamo says, “For years, my business approach was this: If you make something truly remarkable, it will sell itself. I know, it’s very “Field of Dreams,” but that’s how I thought. And then I read The Challenger Sale, a book by Matthew Dixon and Brent Adamson, and it changed my perspective forever. In the book, Dixon and Adamson present the findings of a customer loyalty study. They found that the combined impact of company and brand impact, product and service delivery, and value-to-price ratio accounted for just 47% of customer loyalty to a particular company. What?... [...]

Sam Kusinitz says, “Lifetime Value (LTV) is one of those metrics that keeps your CEO up a night. It’s the estimated revenue that a customer will generate during the entire span of their relationship with your company. It takes into account not only the initial purchase, but also how much a customer is likely to spend in the future as they purchase more products and services from you. By understanding how much revenue each new customer will generate, you gain valuable insight into how to properly set your marketing budget and how much you should be spending on customer acquisition... [...]

The latest Silverpop blog post is titled “3 Tips for Creating Customer Microsegments”. David Pyrzenski says, “Savvy modern marketers are on a continual quest to create programs and strategies that provide a singular, omni-connected communication string with each contact in their database. At Silverpop, we call these individual customers “audiences of one.” Reaching an audience of one starts with creating segments and content that are super-specific to each customer. By identifying a customer down to the most granular level based on explicit and implicit behaviors, marketers... [...]

The latest ‘Econsultancy’ blog post is titled “How are companies trying to increase customer lifetime value?”. Graham Charlton says, “Customer lifetime value matters, so how are companies attempting to improve retention rates?  Our recent Customer Lifetime Value: Building Loyalty and Driving Revenue in the Digital Age report (produced with the help of Sitecore) has one answer: improving customer experience. The report finds that 64% rate customer experience as the best tactic for improving CLV, followed by better use of data and personalistion“. How are... [...]