Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Retailers failing to benefit from their data

In the survey, consumers said they want targeted, tailored messages and to receive personalised content based on their personal information, website activity and past purchases. But the study found that retailers are missing a trick by not gathering relevant information from their online customers - such as gender, address or date of birth - and using the data they have to create more meaningful conversations with their prospects and customers.

Emailvision reviewed the websites and sign-up processes of 100 top UK e-retailers, as defined by IMRG (based on site traffic), to develop its Retail Email Benchmark Study. The company found that more than 80% of top retailers do not maximise their data capture potential from online sign-up forms.

Although half of the e-retailers examined do ask for first name and surname (58% and 51% respectively), 82% fail to ask for gender, 86% don't ask for an address and 81% don't ask for a date of birth - all of which are straightforward information fields against which data can be simply split to provide better targeted email campaigns.

In addition, although 95% of companies do have an email programme in place, 5% of UK retailers are missing out entirely on a key revenue generator.

"Marketers have to be increasingly effective in what is an ever-challenging climate," noted Henry Smith, director of product marketing for Emailvision. "Retailers are seeing increased inbox competition with a multitude of offers and promotions arriving in consumers' inboxes every day. In order to better stand out from the crowd, marketers need to unlock the potential of their data to build better customer relationships, based on trust and move from broadcast to dialogue marketing."

The study was designed to explore and recognise best practise in the sign-up process, offer guidance on the key areas where small improvements can lead to substantial rewards and help marketers to optimise their online marketing programmes for their organisation. Although not one company in the study demonstrated best practice in all elements of the sign-up process, M&S, New Look, Debenhams and Very outperformed their competitors, demonstrating the best online sign up processes to maximise their customer intelligence potential.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)