Tag Archives: customer insight

Improving marketing effectiveness

We’ve had some great speakers at the Forum this year.  Two recent speakers on the theme of improving marketing effectivness were: Aly Richards, Chief Experience Officer at idioplatform, on implementing a “Next Best Content” approach for client, Guinness.  This was really fascinating … Continue reading

Posted in Campaign, CRM, Customer centricity, Customer experience, Customer insight, digital marketing, Marketing communications, marketing effectiveness | Tagged , , , , , , , , | Leave a comment

Harvard Business Review: Better customer insight – in real time

Real time experience tracking: How it works We’ve been working with MESH Planning for the past 3 years to develop the analytics around the unique real time experience tracking tool they developed.  A paper drawing on this work appeared in … Continue reading

Posted in Customer centricity, Customer experience, Customer insight, digital marketing, Harvard Business Review, Marketing communications, measurement, Real time experience tracking | Tagged , , , , , , | Leave a comment

Orchestrating great customer experiences

Experience never leaves the agenda of marketers so it never leaves our agenda at Cranfield.  Forum Director, Prof Hugh Wilson outlines the key focus areas in a recent video interview:   http://youtu.be/ZB3M1xhkYfM November 22nd – Orchestrating great customer experiences The theme … Continue reading

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Cranfield in Harvard Business Review

Following on from our recent HBR.org blogpost (August 2012), we’re delighted to let you know that our 7-page article “Better Customer Insight – in Real Time” appears in the September issue.   (If you are fortunate enough to read the glossy … Continue reading

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HBR.org: Tracking the customer’s journey to purchase

http://blogs.hbr.org/cs/2012/08/tracking_the_customers_journey.html Unfortunately, few companies have an overall picture of their customers’ journey towards a purchase, because the information is all too often stuck in a channel silo…. A new method, real-time experience tracking (RET) documents the path to purchase… This … Continue reading

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Early bird agenda: Marketing innovation

Next Cranfield Customer Management Forum workshop is on Marketing Innovation – 27 Sept 2012 We have super case studies from Orange, Jewson and Ahlstrom, plus Cranfield expert Chris van der Hoven. And an innovative ring-a-friend session to get you some … Continue reading

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Enhancing the effectiveness of low resourced campaigns

One syndicate session at the May 2012 meeting of Cranfield Customer Management Forum identified this as a key challenge: This discussion was inspired by a great presentation on RNLI (Royal National Lifeboat Institution), a UK charity which reached over one million … Continue reading

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