Customer experience management

In-depth articles on customer experience management for marketing professionals written by Dave Chaffey for the Chartered Institute of Marketing's E-Newsletter What's New in Marketing. Customer experience management is determined by a range of activities including Online customer behaviour, Usability, Accessibility and how they are affected by web site design.

Online value proposition (Customer value proposition)

If organisations want to maximise usage of online channels (web, e-mail and wireless or interactive digital TV where relevant), my view is that a distinct, detailed online value proposition (OVP) or online customer value proposition must be developed for the target audiences. The key word here is distinct – the online customer proposition should not simply replicate the existing service proposition or brand promise that it is available from offline channels, but it should extend it to offer unique online benefits. Includes example customer value proposition from figleaves.com.

Written by Dave Chaffey on 25-03-2008

E-marketing Insights 46 The Perfect Landing Page

In this practical article, I will show how to improve response to online and traditional marketing by enhancing web landing pages and microsites (a collection of landing pages either within a site, on its own site or setup on a media site).

Written by Dave Chaffey on 29-01-2008

Web personalisation personalization - E-marketing-Insights-47

Web-based personalisation to target different audiences is increasingly being used to increase conversion rates to leads and sales, particularly for e-retailers. This article explains the process and showcases some of the tools.

Written by Dave Chaffey on 19-10-2007

Online branding success.

This article summarises attributes of a successful online brand or is that a brand online?

Written by Dave Chaffey on 31-08-2007

E-marketing Insights 44 - Improving customer retention online

All marketers know how vital customer retention is to profitability, but it seems that with online marketing, many businesses are grappling with other thorny issues like attracting visitors to their site and then converting them to the outcomes they need. Little resource then remains for improving customer retention. But some companies do give this aspect of online marketing the attention it deserves and in this article we will review the key success factors to improve retention of online customers. The examples I will use are mostly from e-retail, but the principles apply equally to other sectors.

Written by Dave Chaffey on 26-07-2007