Amigo held a breakfast to talk customer experience with marketing experts from across industry and academia. We've handily collated some of their insights for your benefit and there's a link to a list of resources at the end. Amigo is about enabling marketers to excel at their jobs with the minimum of hassle. You can find out more at https://amigotechnology.com/blog/customer-experience-breakfast
4. Kamal Bal
Director of Digital Customer
Experience
Avon
Kamal wrote a great piece about customer experience!
“Most brands preach customer-
centricity, but in reality they continue
to be driven by short-term
considerations.”
“Customer Experience is the easiest
thing to kick out of the window in the
spirit of hitting short term profits.”
5. Claire Faltyn
Head of Customer
Experience
Dixons Carphone
“Show your CEO how
poor customer
experience scores
relate to poor
commercial outcomes
- then you’ll be able to
get buy-in on your next
experience-related
proposal”
6. James Donovan
Account Director
Edelman
“You have to have context for
data. From the marketer’s
perspective, clicking on a
mobile pop-up ad six times
looks like great conversion.
From the customer perspective,
I’m pissed off that I couldn’t find
that tiny cross to close the ad. I
won’t be buying from you
again.”
7. Tim Ryan
Interim Marketing Director
Wahaca
“Make sure you partner
with suppliers that allow
your brand to maintain
a high standard of
experience post-
purchase. Amazon and
Pass my Parcel are an
exemplar of this.”
8. Gabrielle Hase
CEO
CatDogFish
“Creating the right customer
experience for every
customer online is one of
ecommerce’s greatest
challenges.
Sometimes your customer
knows exactly what they
want and they’ll be annoyed
at anything that gets in their
way - other times they want
be guided, educated &
inspired. How do you
accommodate both?”
10. Jordan Poulton
Director of Sales and
Marketing
Makers Academy
“Is it all about creating
frictionless journeys?
We deliberately create
friction at Makers Academy.
Not everyone can become a
Zuckerberg by Christmas”
11. Abbey Mills
Client Services Director
Born Social
“If a CEO overheard people
complaining about their
company in a cafe, they’d
go over and speak to
them to find out what
could be done to improve
their experience.
Social media means that
marketing managers can
do this all the time.”
12. Stewart Stanbury
Industry Manager
Google
“It’s not always about
removing friction in the
customer experience -
consider the success
that Apple have had in
creating a category
built around the
concept of ‘delay &
wait.’”
13. Phil Ley
Founder
Branded
“When you go into a
menswear store, sales
advisers immediately
suss out your intent.
They ask: Do you know
what you want? Do
you need help buying
an outfit for a
particular event? Why
aren’t brands doing
this online?”