[INTERVIEW] BE OBSESSIVE ABOUT THE MOBILE USER EXPERIENCE YOU PROVIDE

IAA: You said mobile marketing is like a "gold mine". How could a company "exploit" this mine in a smart way? R.T.: Mobile users are very demanding, and have high expectations of the brands they engage with on their handsets. This has been driven by very smart handsets from design pioneers like Apple and Samsung, and brands like excellent mobile experiences they enjoy with brands like Amazon, eBay, Hotels.com and Uber. Great customer experience is the key to unlocking mobile’s true potential. In recent surveys among CMOs of global buisnesses, customer experience repeatedly tops the list of marketing priorities for 2016. When you think about it - delivering a first class customer experience o

USER EXPERIENCE TAKES CENTRE STRAGE FOR BANKS AS CUSTOMERS WEIGH UP THE OPTIONS

It’s conference season for banks and FinTechs hunting down smart ways to win customers’ trust and business. Insights from BlackRock, Aviva and Lloyds in the past week show that customers know it’s easy to switch, and that User Experience (UX) is taking centre stage. A poll for the Ignite Digital Business Reinvention event in London shows 63% of the C-level Execs and VPs put customer experience as the number one focus for growth in 2016. BlackRock’s Michelle Le Goff set pulses racing at the Digital Finance Conference with some figures many digital marketers won’t want to hear. 40% of site visitors leave having spent less that 15 seconds on the page, 38% don’t get past the first sentence. B

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