First published in Marketing Mag: https://goo.gl/brQmm1 Companies need to walk the walk after all the CX talk, writes Alex Allwood. In today’s experience economy there are two kinds of marketers: the …
Let the Customer Voice be Heard
Amongst marketing leaders there’s an insatiable appetite for usable customer intelligence to improve experiences. From customer data comes deeper understanding of customer needs that inform a brand’s product and service …
Marketers put Customer Experience on their agenda
It was only a matter of time before customer experience appeared on the agenda of Chief Marketing Officers. In a highly competitive and commoditised marketplace brands are finding it increasingly …
Alan Kohler for Qantas Radio Talks Customer Experience with Alex Allwood
Our CEO and author of Customer Experience is the Brand, Alex Allwood, caught up with Alan Kohler for Qantas Radio to discuss Customer Experience. In the interview, Allwood talks about …
Marketing Mag Opinion Piece – Culture and Customer are Two Halves of the Whole
First published in Marketing Mag: https://goo.gl/FCqI2E Alex Allwood makes it clear that happy, engaged employees create more happy and engaged customers. As accustomed as marketers have become to executing experiences, what …
Customer Driven Retail Innovation
As the Australian market continues to rapidly change with the influx of international brands offering new digital and bricks and mortar experiences, established Australian brands could well find themselves at …
Marketing Mag Opinion Piece – Brand Promises and the Customer Experience Gap
First published in Marketing Mag: https://goo.gl/z625Te Today’s consumers expect promises to be kept. Delivering on brand promises, writes Alex Allwood, is fundamental to unlocking customer value. There are no truer …
What A Fizzer – Coke’s Personalisation Campaign Gets Hijacked
Coca-Cola is a pioneer in leveraging the immense power of shareable, consumer-generated content. So the realisation that their personalisation campaign, ‘#GIFtheFeeling’ was hijacked by more than a few rebellious detractors …
Marketing Mag Opinion Piece – Connecting Customer and Culture with the Power of Purpose
First published in Marketing Mag: https://goo.gl/LjjeIg With convenience and functionality expected to decrease as a purchasing priority, a holistic appreciation of brand purpose is needed, writes Alex Allwood in the first …
10 Customer-Centric Initiatives to kick start 2016
If this year is anything like the last, the Australian marketplace is shaping up for further competitive pressures; commoditisation is leaving little if any distinct differentiation, there will be rapid …