New Mckinsey research highlights how to improve satisfaction
McKinsey's research on customer satisfaction highlights that consistency of service delivery is crucial. They have themed their findings around the 3Cs of Customer Satisfaction, thats:
Customer-Journey Consistency
Emotional Consistency
Communication Consistency
We all know that the economic climate and easier on-line access to goods and services, increases customer choice and this can lead to lower levels of loyalty, if we don't look after customers after the first touchpoint and beyond.
We're recommending this research since it shares research on customer satisfaction across 14 sectors: Brokerage, banks and health providers ranked high whereas car insurance, retail, telecoms and postal services were less favourable as shown on the graph:
Findings highlighted that brand and service are key to customers, and research from 27,000 USA American consumers across 14 industries found that effective customer journeys are important.
Let's look at the…
Evolution of the TV watching experience
Not only did social networks change the way we stay in touch with friends, read the news and interact with brands, but also the way we watch TV. These days, our TV watching experience is no longer limited to the span of your living room coach – you can stay on the line friends and fellow fans and share your excitement about a new episode of a favorite show or a sports event without leaving the room. So it’s not surprising that content producers want to see us more and more involved and following them online, as it gives them a wealth of opportunities to keep us hooked and pitch commercial offers at just the right time. All that is required besides a television is an Internet-enabled phone, tablet or laptop – in other words, a second screen that extends and enhances the content that…
Chart of the day: Mobile search and Mobile display have grown rapidly from 2015 to 2016 in Europe.
Mobile video rose more than 20% between 2015 and 2016, according to the Adex Benchmark from IAB and IAB Europe.
The UK leads mobile ad growth compared with the rest of Europe.
There is year on year growth of around 53% for mobile advertising.
Mobile advertising revenue globally has hit $83 billion which is over 60% increase.
Mobile display advertising grew by 52.9% to €5.4 billion in Europe, mobile search was up 52.9% amounting to €5.5 billion.
Serbia, Romania and Turkey have seen the biggest mobile display advertising growth year-on-year.
Source: IAB Adex Benchmark 2016 - published June 2017
Sample: Data provided by IHS Markit and ComScore
Recommended…
3 essential social media measurement questions, answered
Do Likes, Comments and Shares have value?
Numbers of likes, comments, shares are often dismissed as vanity metrics that lack real business impact. That’s true to an extent, but don’t be fooled! For some organisations - especially in B2B marketing - these metrics can be strong indicators of success or failure.
Most organisations just need to put these metrics into context, i.e. analyse their engagement rate and benchmark over time, or against competitors. And, of course, not all engagements are equal – Facebook comments, shares and tags, for example, are worth far more than Likes - as they drive stories in the newsfeed and can also act as valuable recommendations.
How should we approach reach/impressions and engagement rate?
Most of us want to know many people we reached and how many of those engaged with our content. But these metrics also offer a valuable quality check on…
The hyper-local tactics that can boost your brand nationally
Hyperlocal marketing has emerged as a key driver of consumer engagement. The State of Hyperlocal 2017 report indicates that marketers are investing heavily in social media, data, and analytics on their local campaigns. In fact, these areas represent the top spending categories across hyperlocal investments.
As consumers demand evermore personalized content and experiences, it makes sense for brands to invest in local tactics. The more customized their offers and messaging are, the more likely they are to establish long-standing relationships with their customers.
But in the rush to perfect hyperlocal strategies, companies must also attend to their national branding. Not only is a national strategy essential for raising brand awareness, but it’s also crucial for competing with e-commerce startups.
Are Ecommerce Startups a Threat?
Many ecommerce entrepreneurs establish their shops with an eye to competing with major retailers. They’ve seen the big names achieve success, and they…
Mapping the customer journey more accurately using surveys
In today’s highly competitive market, where product quality is not sufficient to get ahead, customer service becomes a key part of a company’s strategy. Consequently, the organization which successfully maintains the best relationship with its customers manages the best returns in terms of income.
As a result, companies have placed a new focus on understanding their customers in order to better their service, product or image. One of the main tools they use is the customer journey map.
A customer journey map, usually represented in a graphic and visual manner, is an interpretation of the entire experience that an individual has with a company, product or brand over time.
Mapping Out the Journey
Mapping out the interactions and experiences a customer has with a certain brand or product is only half the work that a customer journey map involves. After identifying all of the stages, from the…
Chart of the Day: Analysis of 100 million headlines shows which are most effective
You've written a great article, but now you need a headline. It's got to tempt people to click, it's got to convey its value. It can't be too long. It's got to fit nicely into a tweet or an email subject line. It can't be too dull, or too complex. It is a tricky business this headline writing, isn't it?
Luckily the good folks at Buzzsumo have analyzed over 100 million different headlines and how many Facebook engagements each has generated. This gives us a tremendous insight into what headlines are the most effective.
One clearly stands out from the pack: 'will make you'. This may be so effective because it established that the post will impart value for the reader. E.g. 'This will make you the best at X' or 'This will make you the coolest guy in the room'. It…
Facebook digital transformation journey is 'only 1% finished'
I recently had the opportunity to visit Facebook’s Dublin HQ for a deep-dive immersion session. The objective was to up-skill everyone in the latest thinking and best practice in digital and mobile marketing from a Facebook/ Instagram perspective and over two days we covered a range of topics, from the rise of mobile video to the evolution of communication.
All of the presentations provided some really interesting and valuable insights, however it was the opening presentation that covered Facebook’s culture of innovation that really struck a chord.
At first I assumed this would comprise mainly of corporate propaganda, a list of reasons why Facebook is the #1 channel for marketers and ultimately an unassailable force for social good. Whilst there were inevitably elements of this there were also some interesting insights into a company that is a living and breathing example of digital transformation at…
Use tools that predict conversations before they happen — then leverage the information to create meaningful conversations
It’s becoming clear that the future of marketing will be built around conversations. Technology, after all, has made everything somewhat social. But with the all-powerful consumer controlling conversations, how do brands get a word in edgewise?
The answer can be summed up in one word: analytics.
There’s an expectation that your brand, like every other brand, has gathered enough information about your customers that you not only know who they are and what they need but also how to speak to them — and in a way, they like to be spoken to, no less.
But many brands miss the mark. Instead of using analytics to learn, experiment, and develop all aspects of business, they get wrapped up in measuring the minutiae. They view analytics as just a means to discuss performance, which can cause them to…
Chart of the Day: As Facebook hits 2 billion only 6% don't use a mobile device
Thirteen years after its launch, Facebook has now reached the impressive milestone of 2 billion monthly active users. And when you think there are only 7.3 billion people on our beautiful planet that figure becomes even more phenomenal. The fact more than 1 in 4 people in the whole wide world are using Facebook each month really does blow my mind.
This got me thinking about how all these people were accessing Facebook. Most people I know use the App on their mobile phones but that's only a small sample of less than scientific data. In today's Chart of the Day, I'm going to look at the Users by Device data available from Facebooks own Audience Insights tool.
Global Facebook Users by Device
Globally 94% of Facebook users are accessing their account via mobile and with 63% using an Android device, which makes…
