Marketers remain hung up on promotional strategies that were developed during the era of mass media marketing and digital marketing; customers have moved on. In this era, which Forrester calls the Age of the Customer, marketers must focus on creating value for customers and solving their problems. Our research indicates that these marketers’ companies simply grow faster. During this talk, Forrester Principal Analyst Ryan Skinner will describe how:

• Few marketers have adopted customer obsession
• Four key competencies underpin customer obsession in marketing, and
• How to establish customer obsession in your marketing team

Breaking down data silos in the end to end customer experience has been aspirational until now.  Not having insights into the entire customer journey has left organisations unable to accurately detect – and act – on crucial moments to convert leads into opportunities.  Hear how two leading global organisations have solved this challenge, and how this industry first partnership between Genesys and Adobe can help you supercharge your CX!

In today’s experience-driven economy, Marketing leaders are expected to deliver exceptional customer experiences at every point of their customer journey. We must adapt to quickly changing customer expectations, whether the customer is a consumer or a business, orchestrating every moment of interaction.

Providing entirely personalised customer service is a goal for many brands because entrepreneurs implicitly understand that it breeds loyalty and increases conversions. That said, it is incredibly challenging to execute.

Most of the brands are struggling to drive revenues from their personalisation and segmentation journey, and they are hopelessly giving up on personalisation.

Learn from Photobox’s personalisation journey, How Photobox is using automation to drive revenue with personalisation.

Photobox is on a mission to “Provide the best possible customer experience by enabling clear, consistent and contextually relevant personalised customer communications throughout a customers journey.”

Learn with Photobox, How to simplify your personalisation journey and generate 2X revenue for your brand.

Is your business culture sabotaging your customer experience strategy?

Many marketers solely focus on the customer as their number one priority but forget the ever-important impact the c-suite has on marketing.

2020 has digitally transformed many businesses this year, so if there is a perfect time to change your strategy, it is now.

The difference between delivering a good customer experience and an experience which you deem to be good, lies in your revenue figures.

Marketers not only need the right tools to deliver the best personalised experiences to their customers, but they also need the insights to prove it and build an effective business case for change.

When putting together a B2C or B2B subscriptions strategy, there are number of important considerations for marketers as they drive customers and leads through the subscriptions funnel.

We’ll cover:

– Defining your audience and your USPs

– Considering your access model with the customer in mind

– The importance of quality data and CRM

– Targeting and segmentation of data and messaging

– Engagement and retention techniques

– Key KPIs for tracking and measuring success

– Campaign case studies from FT Specialist

Covering 100 ecommerce brands, across APAC, EMEA, the UK, and the USA, dotdigital’s ecommerce benchmark report Hitting the Mark, offers an in-depth analysis of marketing hottest trends.

In it, we discovered the brands who are going above and beyond to improve customer’ experiences and how they’re doing it. We also uncovered the best practice tactics continue to be neglected by retail brands around the world, preventing them from adopting the perfect customer-centric strategy.

Join dotdigital’s Gavin Laugenie as he takes a look at who brings the best ideas and strategies that can help be applied to your marketing.

The Royal Mint is known for making the coins in your pockets but the 1,100-year-old business makes so much more.  From commemorative coins featuring key British people, places and moments, to solid gold bars stored in one of the world’s most secure vaults, the first £1m historic coin through to one of Wales’ most popular tourist attractions, The Royal Mint has a range of fascinating stories to tell.

In March, The Royal Mint joined the fight against Coronavirus – manufacturing 1.9m visors to help protect front-line NHS staff.  During that time it also recorded record highs in gold sales, continued to make coins for 30 countries around the world, and Royal Mint made a range of commemorative coins celebrating James Bond, Rosalind Franklin and Elton John.

So how do you cut through so much activity to ensure that the core brand messages are communicated to customers?

This presentation will highlight the communications strategy – taking people behind the scenes, focusing on telling the brand story, emphasising the craftsmanship and bringing in a human element to stories.

Presenting their current strategy and how to innovate and maintain CX resilience and maximise on our CX strategy by meeting ever changing customer expectations.

We all work in an ever changing and naturally evolving environment, but when hit by an unforeseen situation that impacts both businesses and us all professionally and personally, the emotional customer experience is even more important which in turn ultimately drives customer satisfaction, loyalty and trust.

Topics include:

• How do you measure, evaluate and focus on the emotional impact and influence you have on your customers and move beyond systems, process and data?
• Customers will increasingly choose companies that are easy to do business with, offer superior convenience and are highly responsive. How do we communicate to our customers in a transparent and straightforward way that demonstrate our expertise and human approach?
• How to maintain morale and increase engagement by building and developing an ever adapting CX culture, that keeps the customer at the forefront of each business decision.
• How to measure performance and customer feedback, but still encourage a customer first time resolution mind set.
• Acknowledging the important of a customer centric culture driven by the employee. Our employees are our biggest asset and source of information, so how do we create a culture of innovation, disruptive thinking, and encourage new ideas. This starts with coaching, training and empowering our people to do the right thing.

The care home market in the UK is worth £16bn per year. The live-in care market is worth £200m. Despite this, 97% of us would prefer to receive care in our own home rather than move to a care home. Part of this counterintuitively is that the care market is ill-understood, expensive, and there is a cacophony of information out there regarding funding. It means that people are given confusing information at a time when they feel most stressed, vulnerable, and emotional.

Elder is working to demystify the care market and enable people to get old in their own home as part of their vision of reinventing what it means to age. In this talk, Director of Growth & Marketing Gareth Main will discuss their approach, laying out some harsh truths about the care industry, and explain why having peoples’ problems at the heart of what you do is the way to disrupt your industry.

As the world emerges from lockdown, the big question on most of our minds is “what’s next?”. Will work from home, learn from home and exercise from home be the new norm? Will bikes and walking begin to displace cars and crowded transit? Is business travel as we knew it finished? These questions and more are being asked by organizations trying to make sense of life post-pandemic and the long term implications. Joe will discuss how organizations can leverage social insights to better understand changes in consumer behaviours and its impact on their business.

Artificial intelligence and machine learning are helping people and businesses achieve key goals, obtain actionable insights, drive critical decisions, and create exciting, new, and innovative products and services. Find out how to stay competitive with applying AI creatively & responsibly.

The most successful brands put excellent customer engagement at the heart of everything they do. In an increasingly connected digital world, the ways brands can contact customers has increased exponentially – whether it’s chatbots, smart assistants or augmented and virtual reality. But what does the future look like? In this presentation, Tim will run through the DMA’s latest research and trends, reminding us that we are far from the average consumer and to remember that putting the customer first is the sure-fire way to successful engagement – today and tomorrow.

Join Orlo’s Jack Fox and Victoria Nickless, Media and Communications Manager at Reading Borough Council as they bring you a real-world case study of how the team at Reading Borough Council have managed their social media presence in the face of adversity. Reflecting back on the past six months of the pandemic and how it is important to celebrate the highs as well as communicating the key information your audience needs to hear. Alongside this, we will also be discussing how in June 2020, Reading became international news, for all the worst reasons and how Victoria and her team sprang into action to bring local residents all the essential information they needed, in real-time. 

Learn of the advantages of having a connected and streamlined social media management strategy when dealing with unfolding crisis comms and the ever-growing use of social media as a customer service channel.

This session charts the stages of Digital Transformation maturity within Direct Line Group from 2012 to today. Insurance is a highly complex and regulated sector where digital expectations are high. From humble beginnings we built a strong standalone Digital team and are now looking to fully integrate the capability within this team into the business by moving to a “full-fat” agile  operating model across our head office functions.

How do you give your customers a great experience, even when things have gone wrong?

By having personal conversations to put things right.

In this talk, Rebecca Harvison from BT and EE and Neil Martin from The First Word explain how writing and speaking in a personal way transformed their customers’ experience.

They’ll cover:

• working with different business areas, from brand and marketing to legal and L&D, to bring a personal voice to complaint handling
• empowering customer teams across multiple sites with the skills and confidence to have personal conversations on every channel
• creating tools to measure the quality of customer experience
• adapting the training and support as teams work from home.

Rebecca and Neil will also share the benefits that personal conversations have delivered for BT and EE’s customers and people (including a spangly award).

Complaint handling is often overlooked in traditional marketing. This talk will show why it should be at the heart of every customer strategy.

In what’s being described as the new normal – what should restaurants be doing to engage with their current customers whilst still looking to attract a new audience through various platform. How far should Hospitality reach within the restaurants and what else should brands be doing to find new revenue streams.

UK business was already under considerable pressure before the COVID-19 pandemic arrived. We already had the prospect of BREXIT on the horizon amongst other challenges. The abrupt shift of the pandemic has left many businesses scrambling to effectively serve customers. Omnichannel businesses have managed more easily but organisations that prioritised face to face and physical engagement have really struggled to deal with the crisis. Businesses that are agile and can reimagine their omnichannel offering are likely to recover quicker from the pandemic. The key question is what does this mean for us in 2021 and beyond?

This presentation will address three key areas that examines how we can rebuild consumer confidence:

• How has customer confidence been affected?
• What shifts in consumer behaviour are we seeing?
• What are the actions that businesses need to build resilience and ensure we can survive in the years to come?

Explore how charity marketing has changed and how it’s competing against commercial brands in the customer “feel-good spending” space.

Hear how charities have been forced to innovate, particularly around brand and tone of voice issues in their marketing and find out why subscriptions are the latest trend.

• Online merchants face significant challenges in converting sales where natural friction points emerge in the consumer shopping experience
• Payment solutions can play a key role in sales conversion by understanding these friction points and addressing them
• But proving the size of the problem, and value of the solution is critical for positive change to occur.

Discuss learnings from an initiative at Expedia on building new set of customer metrics that goes beyond just measuring NPS as a primary metric. It’s a new way to dynamically measure CX at key touch points along the various customer journeys (such as shopping stage, post-booking, before trip and on-trip). These metrics are oriented around customer success at performing core on-site activities and can provide relevant insights in the quest to optimize processes, products and build a culture to look at things from a customer’s lens.

Upon the challenges associated to the many distribution channels and marketing tools involved in the customer journey and influencing the customer experience, it is imperative that organisations identify a strategic marketing plan that: 1- supports ongoing non- invasive communication with clients, 2- helps positioning the organisation as a key partner of choice, 3- develops trust and nurtures engagement, 4- provides customer support aligned to the key business objectives. Explore how content can help you become a solutions expert and increase your relationship and loyalty with clients when position at the heart of your marketing plan.