A tough question but luckily we had a panel of incredible guest speakers onboard to answer this and much more during our final event of 2019. The Telegraph, Vodafone, The British Heart Foundation, the former CMO of 118118 Money, and us here at House of Kaizen, discussed optimising Customer Experience to fire up your digital strategy in the New Year.
If you weren't able to make the event then don't worry - you can watch the highlights below and scroll down for speaker summaries (with video roundups from each of our guest speakers coming soon).
We look forward to seeing you at an event in the new year!
Daniel Gold discussed the power of research and how you can tap into the latest research methodologies to better understand your users. Research tools were a key focus, from basic analytics to neuro-marketing. Daniel talked about how businesses can explore aspects such as predicting user behaviours with big data to understand users, in turn, delivering higher engagement and growth.
As the Brand and Marketing Director at Vodafone, Maria had some interesting insights to share on the transformation of the organisation. In her presentation, she discussed how becoming a data-driven digital organisation has fuelled this change. Maria then explored the use of existing digital data insight in terms of tracking Vodafone's funnel to understand: how the company's audience are feeling; what they need; how they are interacting; what they are thinking, and how Vodafone can optimise their interactions with their audience using this data.
Katie argued that brands who fail to optimise their CX strategy will forfeit driving growth in 2020 by continuing to solely focus on acquisition and not pay enough attention to Customer Lifetime Value (CLV) in their strategies. Katie's presentation then explored this with examples of her work over the previous two years with The Wall Street Journal, where she has been instrumental in the development of their optimisation strategy and roadmap.
Adam discussed how one of the UK's largest publishers uses an 'audience first' approach to deliver incredible results from their marketing campaigns. An insightful discussion, Adam explored how The Telegraph deliver targeted content using a rich and highly relevant audience strategy which spans every stage of their customer journey. This holistic approach ensures marketing teams are able to reach the right customer, with the right message, at the right time, for a truly customer-centric approach to marketing.
The morning was completed with a panel discussion around digital customer experience - with strategies and discussion from our experts about what is set to enhance digital growth in 2020.
The panel discussed how it's always been the goal of marketers to deliver the right message, to the right customer. However, this simple mantra is getting more complicated to achieve, with consumer expectations sky high in terms of brand experience.
The panel explored how consumers’ behaviour, engagement and customer journeys with a brand both before and after purchase, needs careful consideration and analysis. To achieve growth is 2020, data-led actionable insight combined with strategic thinking is vital.