Customer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.
Cosmetics brand Lush has replaced First Direct as the best brand for customer experience, according to KPMG Nunwood’s latest UK rankings.
Brands are increasingly including customer experience in CMO’s remit as the 24/7 nature of consumer interactions means marketers must be responsible for every touch point, from stores to apps, not just the marketing campaign or social media strategy.
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
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At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
New opportunities will always arise so make sure you have the inner confidence to persevere.