Resources

/Resources

Can you create an omni-channel experience?

2019-06-20T07:49:22+00:00

74% of marketers said that a cohesive omni-channel experience was important (34% said it was very important). (https://www.targetmarketingmag.com) We would all agree that there needs to be consistency of the brand experience across channels and the ability to interact where customers are and where they want to be and there is evidence to suggest [...]

Can you create an omni-channel experience? 2019-06-20T07:49:22+00:00

Is Customer Journey Management next?

2019-06-20T09:33:12+00:00

Growing the size of your customer base and managing it has been the mission of a number of methods, movements, technologies, approaches or business functions (take your pick!) for around the last 30 years. First there was Customer Relationship Management (CRM), which started as simply having a customer data set rather than product management [...]

Is Customer Journey Management next? 2019-06-20T09:33:12+00:00

What insight do you need to map a customers’ journey?

2019-05-09T16:21:40+00:00

There is considerable amounts of noise and “trending” around customer journey mapping at the moment. While it is good to see that this now includes more about what content is required to guide customers through the stages of the marketing and sales cycle, there appears to be a lack of depth around the customers’ [...]

What insight do you need to map a customers’ journey? 2019-05-09T16:21:40+00:00

Posing questions around the danger of describing but not understanding

2019-05-08T08:44:36+00:00

Who are these socio-demographic twins? Both male Both born 1948 Both grew up in the UK Both have divorced and re-married Both have grown up sons Both are very wealthy Both like to spend their holidays in the alps Both are world famous .... If they are both in the [...]

Posing questions around the danger of describing but not understanding 2019-05-08T08:44:36+00:00

Real-time insight essential for marketers to navigate BREXIT uncertainty

2019-04-17T05:26:18+00:00

Brexit has impacted consumer and business buying behaviour and will continue to do so throughout the chaotic process that Britain is enduring. As a result, marketers targeting UK buyers (B2B or B2C) have never needed up-to-date insight more than they do today. All the latest trend data underlines the degree of uncertainty marketers face: [...]

Real-time insight essential for marketers to navigate BREXIT uncertainty 2019-04-17T05:26:18+00:00

Building an audience to leverage “customer” timing

2019-04-03T09:29:50+00:00

What is “customer timing”? In my previous article (https://bit.ly/2F1Cq0i), I talked about mapping the buying journey so that, as marketers, we could better help the customer through the process of buying and making a decision by gaining a better understanding of the true buying process. Customer timing is being ready when the customer [...]

Building an audience to leverage “customer” timing 2019-04-03T09:29:50+00:00

Mapping the Buying Journey

2019-03-14T09:18:40+00:00

A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones. They’re brilliant. I love them. But even though they have been available for some time and I love Bose equipment, I only bought them just a few weeks ago. Why not sooner? Because I wasn’t finished with my buyer's [...]

Mapping the Buying Journey 2019-03-14T09:18:40+00:00

A New Organisation Capability Model

2019-02-18T10:39:17+00:00

You may be familiar with this type of model that describes the capabilities of an organisation: (This example has been cut down to just consider the areas that are required for customer communications.) Current methodology for using this sort of model would have you colour code this from red to green to [...]

A New Organisation Capability Model 2019-02-18T10:39:17+00:00

How to integrate Pega Decision Management & Adobe Campaign (Other suppliers are available!)

2019-02-14T09:18:46+00:00

Who am I to write this article? Well, I have over 20 years’ experience with the Pega decision engine, from way back when it was KiQ and similar with marketing automation/campaign management solutions. I have run and implemented a few! My experience is not just as a technologist though, but also as [...]

How to integrate Pega Decision Management & Adobe Campaign (Other suppliers are available!) 2019-02-14T09:18:46+00:00

Spinning Wheel of Engagement

2019-01-22T11:34:34+00:00

PR and marketing has fallen into a trap. This trap is something we call the ‘spinning wheel of engagement’. PR and marketing teams have become very good at engaging their target audiences online and within social media. Like good little hamsters attracted by some food, the target audience is being [...]

Spinning Wheel of Engagement 2019-01-22T11:34:34+00:00

RBS Case Study

2019-03-07T08:41:49+00:00

Case Study Marketing complex products when you have low engagement rates is difficult. In this article we show how these types of challenges were tackled by an implementation of Odyssiant at RBS. A good way to “herd the cats” and to understand the challenges for complex product [...]

RBS Case Study 2019-03-07T08:41:49+00:00

Dynamic Content Customer Experience

2018-12-16T09:55:19+00:00

For this video we’re delving into ‘dynamic content’. What is it? How does it work? How does it deliver personalisation? Watch for a (hyper!) short demonstration. To keep it short we condensed the actual content research your customers would actually do and jumped forward to the sale…hope you don’t mind! [...]

Dynamic Content Customer Experience 2018-12-16T09:55:19+00:00

Dynamic content personalises the journey

2018-12-11T12:41:01+00:00

Personalising content is not hard The quest for personalisation remains a marketing obsession, and rightly so. Simply treating customers as a collective mass where the individual’s needs does not matter lacks common-sense and conflicts with customer expectations. However, achieving personalisation is considered hard. After all, to truly personalise the customer journey you [...]

Dynamic content personalises the journey 2018-12-11T12:41:01+00:00

Can all content be centrally planned?

2018-12-04T13:56:46+00:00

Can all content be centrally planned? Simple answer: yes. However, for many organisations the gap between how content is currently planned (i.e. within lots of separate teams) and planning content centrally may appear too enormous a challenge. To cross the gap, you need to take a big step back. Talking about ‘central [...]

Can all content be centrally planned? 2018-12-04T13:56:46+00:00

The biggest challenge of setting up an AI for marketing

2018-11-25T09:52:37+00:00

As marketers begin to seek practical applications of AI, they are encountering the first challenges. However, the biggest challenge of all is data. Almost all AIs require “training”, this means preparing historical data so that it can learn what has happened in the past to predict what might happen in the future. [...]

The biggest challenge of setting up an AI for marketing 2018-11-25T09:52:37+00:00

Why is content not connected?

2018-11-20T10:35:58+00:00

Watch an online ad, navigate around a brand’s website or consume some social content on the likes of Facebook or Linkedin and you will notice one similarity – none of the content is connected. You read, watch or consume the content and then, if you’re lucky, it might link to a landing [...]

Why is content not connected? 2018-11-20T10:35:58+00:00

Signs that you are suffering from Content Chaos

2018-11-01T13:41:01+00:00

Effective content doesn’t happen by chance. It is the result of a strong centralised content strategy. When content is out of control it might not appear on the surface that it is a problem or that it is affecting your business performance, but it is. It goes unnoticed as teams are most [...]

Signs that you are suffering from Content Chaos 2018-11-01T13:41:01+00:00

The Cost of Content Chaos

2018-10-22T15:51:07+00:00

How much does your business spend on content each year? If you are following global trends, it is an amount that is set to have doubled between 2016 and 2021; global spend on content marketing was assessed at $200bn+ in 2016 and in on track to exceed $400bn by 2021. However, that [...]

The Cost of Content Chaos 2018-10-22T15:51:07+00:00

The Missing Link

2018-10-16T08:50:42+00:00

Every piece of creative that you produce whether text, images or video and for social media, campaigns, TV adverts, call centre scripts or corporate communication is content. Content is marketing fuel, it is sales support materials and it drives improved customer experience. Why then is it the one area where brands either [...]

The Missing Link 2018-10-16T08:50:42+00:00

How much of your content never gets consumed?

2018-10-08T13:36:17+00:00

You have created an awesome video, written a gripping article or drawn a masterpiece. You publish to your website and social channels. Being a good marketer, you then amplify the reach of your content by posting, pushing, advertising and emailing your content to all your selected audiences through all the channels that you [...]

How much of your content never gets consumed? 2018-10-08T13:36:17+00:00

Adding AI to marketing

2018-10-02T17:32:41+00:00

Artificial Intelligence (AI) has burst onto the scene and is now taking root within the marketing stack. From established vendors to innovative start-ups, specific applications are emerging that are simplifying tasks, enhancing analytics, freeing up resource and most importantly, creating new and exciting opportunities for customer engagement. While AI is at its best [...]

Adding AI to marketing 2018-10-02T17:32:41+00:00

The Enterprise Scale Content Conundrum

2018-09-06T12:53:20+00:00

Pity anyone within a blue chip business who tries to unravel the complexities of their content programme. For a start, it won’t just be one content programme as multiple brands, agencies and functions will be actively creating an exponentially larger amount of content, akin to feeding a ravenous beast with an insatiable [...]

The Enterprise Scale Content Conundrum 2018-09-06T12:53:20+00:00

The growing problem of content chaos

2018-09-06T12:50:52+00:00

Like algae blooming in a nutrient-rich lake, the amount of content being produced by companies today is growing at an exponential rate. How much content is being created, which functions within the business are creating it and how much of it is being exposed to customers is, for the average business, [...]

The growing problem of content chaos 2018-09-06T12:50:52+00:00

What is Intelligent Customer Engagement?

2018-06-08T07:50:11+00:00

Intelligent Customer Engagement began from a simple premise: content is the best way to have meaningful engagements with your target audience but most content marketing lacks strategy. Why is that though? The answer is really quite simple: companies are creating lots of content in lots of different channels but failing to join that [...]

What is Intelligent Customer Engagement? 2018-06-08T07:50:11+00:00

Aligning comms silos equals business benefits

2017-11-30T14:49:32+00:00

Building a business case to break down the communications silos within a business does not only require a clear understanding of the business benefits that will be achieved but a considerable amount of internal alignment of different functions. While both are obvious points, they also pose significant challenges. To a degree, it is [...]

Aligning comms silos equals business benefits 2017-11-30T14:49:32+00:00

Customers hate badly managed communications

2017-11-30T14:55:31+00:00

When was the last time you thought about the way in which your business communicates with your customers? Not what you are saying or how you are saying it, or even the KPIs of your call-handling; such considerations are commonplace because they, fundamentally, involve looking at individual communications. Rather, the totality of the [...]

Customers hate badly managed communications 2017-11-30T14:55:31+00:00

Where existing customer contact goes wrong

2017-11-30T14:56:17+00:00

As you start to investigate where your customer contact/communications are causing problems with your customers you will quickly realise that what you need is a contact strategy. Your next question will be “What is a contact strategy?” if you have not come across this before. At a most basic level it should be [...]

Where existing customer contact goes wrong 2017-11-30T14:56:17+00:00

The ideal approach to customer contact

2017-11-30T14:57:08+00:00

In the article “Houston we have contact!” we talked about the first three steps to take in designing and implementing your contact strategy. Whilst these are all necessary steps, they are still “tactical”. What we mean by this is that these steps are required to stop you hemorrhaging, but at the same time [...]

The ideal approach to customer contact 2017-11-30T14:57:08+00:00

Houston we have contact…

2017-11-30T14:58:14+00:00

Why do you need to do anything differently when it comes to the way you contact your customers? Because change is inevitable and your customers have already changed and in many ways. When things change and new information comes into existence, it is no longer possible to solve current problems with yesterday’s solutions. [...]

Houston we have contact… 2017-11-30T14:58:14+00:00

Where to begin when considering your contact strategy

2019-04-17T05:15:13+00:00

Better customer communications can be worth millions in annual revenues. This is because there is a strong correlation between the customers’ experience and loyalty [Forrester Report: Customer Experience Index]. So, companies that manage their communications with a strong contact strategy can create better experiences for their customers and tend to have more customers [...]

Where to begin when considering your contact strategy 2019-04-17T05:15:13+00:00

Customer contact, the internal dimension

2017-11-30T14:59:53+00:00

Picture yourself sitting in the senior management meeting where you are seeking buy-in to a contact strategy change management programme. You have spent several weeks developing the proposed approach and building the watertight business case to the point where you believe you have tacit approval from many people around the table for what [...]

Customer contact, the internal dimension 2017-11-30T14:59:53+00:00

Have you bought your own product

2017-11-30T15:02:08+00:00

Have you bought your competitors product? This might sound like madness, you probably do competitor analysis if not regularly at least once in a while to keep your positioning fresh, why would you need to go further than that? The answer to that question is that you need to experience their whole journey, [...]

Have you bought your own product 2017-11-30T15:02:08+00:00

Every journey starts with a single content step

2018-06-08T13:33:43+00:00

Customer journeys. That age old process adopted by marketers to define the behaviour of their target audience when they are trying to persuade them to buy their product or service. Most commonly visualised as a marketing funnel, customer journeys aim to cover customer touchpoints across multiple channels and with different customer segments that [...]

Every journey starts with a single content step 2018-06-08T13:33:43+00:00

Understanding the role of content in your customer journeys

2017-11-30T15:03:35+00:00

In the previous article, "Every journey starts with a single content step", we explored the need to define your customer’s buying journey from their perspective and then use this to create truly customer-centric content. This approach creates an end-to-end content journey, as content is the tool being used to facilitate your customer’s journeys. [...]

Understanding the role of content in your customer journeys 2017-11-30T15:03:35+00:00

The business benefits of customer journey mapping

2017-11-30T15:04:22+00:00

Customer Journey mapping is a term that is increasingly being used within the marketing industry, the but definition of what exactly it means is still very much in dispute. Many commentators refer to Customer Journey Mapping (CJM) in a way that is more user experience design (UX) such as what web layouts optimise [...]

The business benefits of customer journey mapping 2017-11-30T15:04:22+00:00

Change how you measure your marketing ROI

2018-06-08T13:30:25+00:00

In the article The New ROI of Marketing we looked at how the accounting based calculations are made to understand our ROI and profitability. The conclusion being that becoming a customer-centric business will unlock a better engagement with customers that will have direct commercial return. As marketing leaders you will be on a spectrum which [...]

Change how you measure your marketing ROI 2018-06-08T13:30:25+00:00

Measuring the new ROI of marketing

2017-11-30T15:07:02+00:00

Before looking at what the new potential is for calculating the ROI of marketing, let us first look at the “old” ROI of marketing. What do you measure at the moment to determine success? In the majority of cases, this is not necessarily what you want to measure but what you can measure. These are things like [...]

Measuring the new ROI of marketing 2017-11-30T15:07:02+00:00

How being customer-centric drives business growth

2017-11-30T15:08:05+00:00

Do you work for a business that has prioritised the need to become customer-centric? If the answer is ‘no’ then it is a fair bet that over the next year or two it could very well become a ‘yes’. That is why everyone needs to get their heads around what it is and [...]

How being customer-centric drives business growth 2017-11-30T15:08:05+00:00

What do I need to do differently to be customer-centric?

2017-11-30T15:08:49+00:00

The world of customer-centricity can be split into three camps. Firstly there are those that have embraced the need to transform themselves into a customer-centric business. Then secondly there are those who realise that being customer-centric is more than a cultural and behavioural attitude. Finally there is the third camp which contains the [...]

What do I need to do differently to be customer-centric? 2017-11-30T15:08:49+00:00

The dawn of commercial marketing

2017-11-30T15:11:15+00:00

Times, they are a-Changin’ sang Bob Dylan. Marketers around the world should all be singing the refrain. Change is not new when it comes to marketing of course. In fact, change is a constant. But there is a new force of change in the air and few marketers have fully come to terms [...]

The dawn of commercial marketing 2017-11-30T15:11:15+00:00

Your role as marketer needs to change again!

2017-11-30T15:12:08+00:00

You have no doubt heard many times already that your role as a marketer needs to change. In fact, your role as a marketer has always been about change, so this is nothing new really. What you cannot ignore is that the customer world has changed dramatically in the last five years, and [...]

Your role as marketer needs to change again! 2017-11-30T15:12:08+00:00

Breaking down the silos to become customer-centric

2017-11-30T15:13:05+00:00

We have already identified the pervasive problem of over communication with customers due to the wide variety of internal silos all communicating at once. But being aware of the problem is one thing, doing something about it is quite another, especially considering the complex nature of organisations and often their ever increasing global [...]

Breaking down the silos to become customer-centric 2017-11-30T15:13:05+00:00

How silos impede customer-centricity

2017-11-30T15:14:03+00:00

Having a customer-centric culture does not make your business customer-centric. Many factors will be behind this but the hardest one to tackle will be the customer communications silos that exist within your business. So why do customer communications silos impede customer-centricity? There are two ways to answer that question. The first is to [...]

How silos impede customer-centricity 2017-11-30T15:14:03+00:00

The problem with silos

2017-11-30T15:17:05+00:00

Integrating disparate customer communications silos is a major headache for CMOs, as highlighted by a recent survey of 50 CMOs by Marketing Magazine. The article says: “Creating a truly integrated customer experience requires joined-up thinking across the business – and, although steps are being taken in this direction, in many companies this isn’t [...]

The problem with silos 2017-11-30T15:17:05+00:00

What is a communications silo?

2017-11-30T15:18:37+00:00

Customer communications silos are commonplace within nearly every business. For large businesses there is no getting away from the fact that the natural evolution of the various business structures and processes has led to different parts of the business communicating with customers and, for that matter, prospective customers. However, those communications are rarely [...]

What is a communications silo? 2017-11-30T15:18:37+00:00

Best practice in Customer Journey Mapping

2019-04-16T09:04:11+00:00

All too often Customer Journey Mapping (CJM) is constrained to the customer’s online journey and even then may only be the journey from entering your website through to the point of sale. However, creating true business success from CJM can only be achieved by considering the customer’s entire journey and that means looking across [...]

Best practice in Customer Journey Mapping 2019-04-16T09:04:11+00:00

Do you have a “leaky funnel”?

2017-11-30T16:11:58+00:00

Do you have a "leaky funnel"? By Aly Richards, CEO, Odyssiant Useful things funnels. In the real world they allow you to pour accurately into narrow containers and in the marketing world we use them as a way to describe the channelling of customers towards a sale. Except, bizarrely, that is not what [...]

Do you have a “leaky funnel”? 2017-11-30T16:11:58+00:00

The all knowing content hub

2017-11-30T16:12:31+00:00

The all knowing content hub By Scott McLean, COO, Odyssiant In the new world of marketing and financial accountability, data, or more accurately insights from that data, have become one of the most important elements to get right in order to be successful. However, with the explosion of digital content across multiple platforms [...]

The all knowing content hub 2017-11-30T16:12:31+00:00