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Case studies

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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Customer experience

Consumers in 2021 want an even better customer experience, not a functional experience.

We buy so much online now but it is often a two-dimensional experience.  So marketers are planning for a real-life, multi-sensory shopping experience when restrictions are lifted.  Marketers are rethinking the entire customer journey, thanks to Covid.  Many have transformed shopping from a functional experience to a pleasureable one.  They also know they must offer outstanding service in their sector.  They know too that consumers will compare their experiences across sectors.  But many small retailers say this is particularly challenging.

Functional experience

We are buying more and more online and that trend is here to stay.  When we do so, we demand a good customer experience.  Customers say personalisation is important and they want good delivery and complaint handling too, which are vital but brands often overlook them.  Technology is critical but only if it is harnessed to add value to customer  experience.  So, for example, do customers of pension products want to access services through Alexa? Maybe they just want precise answers to their questions on email within 24 hours.

Experience matters

A leading marketing director told Catalyst magazine: “Customers are no longer content with the products they buy, it’s about the way they buy them.”  That means they want a complete, simple, convenient and clear process.  When the government lifts Covid restrictions, customers will want that multi-sensory experience again.  They will want more than just a functional experience.  So they will expect to feel confident, relaxed, in control and clear about their options all through the customer experience.  That will deliver a great experience on every level.  Customers will remember that for a long time.  Smaller brands can win here if they deliver great customer service that customers enjoy.

The CIM has good ideas on the latest innovations in customer experience at


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