Rigid strategies that do not focus on the future, restructures that fail to overcome silos and staff who are not empowered are hindering businesses joining up to deliver differentiated customer experiences.
Putting ‘humanity’ at the heart of its communication has helped First Direct move back into pole position in KPMG Nunwood’s Customer Experience Excellence ranking.
Brands are just paying lip service to customer experience as requests for call centre staff to improve the service are being met with resistance.
The fundamentals of marketing are the same as ever despite changing media and consumption habits, but new Marketing Week research shows customer experience, data and brand strategy have gained in importance while advertising has become less of a day-to-day priority.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
Is a lack of financial savvy holding marketers back from ascending to the top jobs in business?