Campaign Insight

Taking back control of the customer journey

Taking back control of the customer journey

Digital revolutionised the way people discover and shop – both on- and offline. The web opened up a new era of consumer power and with so many online-only and niche businesses now in existence, big brands have to work harder. And more often than not, it’s more than the products or services that consumers are after; they want experiences that go beyond the expected.

In 2016, Campaign and Trustpilot surveyed over 100 marketers from small to large leading businesses around the UK, to discover what insight they collect on their customers, how it informs their strategies and how customer-centric they think they are. Following the research we ran a live webinar with leading luxury travel and retail brands to draw upon their insight and reveal the results.

This report uncovers the results of our survey and gives top advice on how businesses can become more customer-centric, improve brand reputation and gain consumer trust.

Marketers often talk about customer experience. Putting the customer first, building customer-centred strategies and providing rich experiences for consumers. But what we don’t often talk about is why so few brands are excelling in this area? Watch our no-nonsense debate featuring two industries who often face the brunt of consumer opinion and social chat.

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    Cass Gowing Global Social Media Manager, Allsaints
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    Jae Hopkins Marketing Director, Exodus Travels
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    Alan Duncan Marketing Director, Trustpilot

Campaign News

British Airways must change its comms processes after 'risible' response to IT meltdown

British Airways' comms during a weekend where IT failures caused travel chaos were "pretty risible", according to The Sun's travel editor - with several comms professionals also criticising the airline's response.

Posted on 30 May 2017 | 9:30 am

Five of the biggest GDPR issues for brands

Businesses that are not prepared for GDPR are risking far more than hefty fines, a panel of data protection experts have warned.

Posted on 30 May 2017 | 9:26 am

'Can't Be Arsed' political party ad highlights election apathy

Forever Beta has poked fun at politically apathetic young people in a faux political broadcast on behalf of the "Can't Be Arsed Party".

Posted on 30 May 2017 | 9:12 am

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