Innovation is where passion meets opportunity. It's something you can’t plan for but you can prepare for.
We're officially halfway through 2014, and now is actually a great time to review what you have done to improve the experience you create for your customers, and what you would like to set in motion for 2015. But while you're thinking about bigger things you should PLAN on doing, let’s talk about what you can do right now to start improving your customer experience.
Here's how you can make great strides in just minutes a day:
1. Dedicate some time to focusing only on customers.
Whenever you get a chance, ignore the noise coming from your boss, the shareholders or the press. Take a few moments to think about what your customers actually need. If your boss wants you to develop a mobile app because your competitors already have them, stop and ask yourself if this will solve any real problems your customers have. When the survey responses are telling you the billing process is disjointed or impersonal, will a mobile app really make them any happier? In the second half of the year, most of us have limited or no resources for starting a new initiative. Make some quick notes about what the real challenges are and prioritize in favor of your... Read more
For the past handful of years, technology and innovation have been changing the way in which people shop.
According to Olga Patel from Mattel during a session at the iMedia Commerce Summit, changes that we have already been seeing impact shopping in the areas of Experience and Convenience.
When it comes to the experience, innovation doesn’t necessarily need to mean technology advancements. For example, anyone who has a young daughter has been exposed to the experience driven brand, American Girl. When visiting the stores, girls are encouraged to bring their American Girl dolls for dining at the Café, where the dolls are given their own high chair at the table. Additional experiences such as girls taking their dolls to the American Girl hair salon and numerous special events truly draw in young girls to the overall experience and draw big dollars right out of the wallets of parents.
Additionally, technology innovations that have been positively impacting both the experience and convenience of shopping are on the brink of taking us to the world many of us never imaged while watching the Jetsons growing up.
Already, we have seen technology advancements encroaching on science fiction being used by companies like Lowe’s with their Holoroom, giving... Read more
Edmund Wilson, the noted literary critic, once said, “No two people read the same book.” It could also be said that no two people will make the exact same analysis from a complex set of marketing data. There are a number of ways to read the numbers and a wealth of solutions for each problem or challenge they present.
This article describes two ways to look at your marketing data and two potential approaches based on what you find.
The first scenario could have a number of first steps. Perhaps you’ve recently launched a new campaign, product or website. Or maybe you have happy shareholders or a board of directors that is pleased, but you now have access to some new insights or data.
When your numbers are good – but not quite great – and you know that some small changes or additional tactics could help, it’s time to optimize.
Optimization can take a number of forms. It could be reevaluating some of your vendors’ performance or adjusting your media mix. Perhaps it’s time to adjust the creative – again. It could even be optimizing the user experience to incorporate responsive design into your web platforms. As long as what you do... Read more