Fiona Blades on rethinking the customer experience to drive brand equity on Quirks

Great customer experience recognises consumers interact with brands in multiple ways and it’s important to take them all into consideration when assessing brand equity.

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GreenBook features Fiona Blades on how to choose the right data sources

Collecting data from multiple touchpoints and using different approaches yields more holistic results. The future of insights is being able to integrate data into one insight ecosystem, to better evaluate consumers.

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THE MRS FEATURE FIONA BLADES ON CHOOSING THE RIGHT BENCHMARKS

Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.

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Find out which bank really is No1 in our article on the Financial Services Forum

First Direct win out when you look at customer satisfaction, however, when you look at customer experience or brand experience, it’s Nationwide that’s the star performer.

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If You Want Brand Growth, Use Experience Driven Marketing

We are overloaded with data – it’s coming from our call centers, our websites, our retail partners, our media agencies. Yet in spite of being awash with data, we have a data black hole. We’ve got GRPs, click-throughs, Likes, Share of Voice to..

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The Challenge for Challenger Banks

Challenger banks are all the rage! From Atom to Monzo, Virgin to Metro, everybody’s talking about the changing face of banking. Open banking and the CASS initiative is laying the groundwork for easy switching.

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Which Bank Really is No. 1 in the UK?

The advent of publicly published league tables of customer service quality for banks has made a few waves. First Direct topped the table of customers surveyed – and promptly trumpeted the fact through all conceivable media. But does this make..

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Are All Your Media Working As Hard As They Can?

Marketing and insight clients often ask us: How can I get a picture of how all my touchpoints work together? How can I understand the effectiveness of owned and earned media as well as paid media? Which media should I be putting my budget towards..

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What is the Real Human Meaning Behind Your Brand?

The whole idea of ‘brand purpose’ is everywhere these days. For marketers, it’s not just about nice words, but about knowing how people really feel about their brand, and what is really driving brand loyalty in today’s world.

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The Retail Revolution: Success in the New Era

We are surrounded by headlines like “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’” (Business Insider, September 2017). We knew that digital would..

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The Retail Revolution: How New Technology is Optimising Real-Time Experience Data in Measuring ROI

The future of retail is transforming before our eyes at a speed we may not have imagined possible. “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’”..

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Is Share of Experience the NEW Share of Voice?

Share of voice (SOV) has always been an important metric for marketers to monitor. It helps us to understand how prominently we are promoting our brand versus competitors. But SOV only measures what we, as marketers, push out.

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