Making it look easy: how the world’s first end-to-end content, activation and customer experience consultancy helps you make real progress
A BOLD CLAIM BUT
WE BELIEVE IT’S TRUE
Even in sophisticated businesses, where there’s in-depth expertise in customer experience, it’s often hard to bring the strategy to life. That’s where we can help.
It’s probably true that those with a genuine track record in customer experience are highly sought-after. Even in well-developed markets, brands often struggle to recruit people with the experience and insight to drive profit from data, or even to draw benefit from basic customer satisfaction scores.
Perhaps your own ‘CX science’ is up to scratch. Even so, there can be considerable constraints in bringing the strategy to life.
You may have a great CX plan and want rapid implementation. But, in traditional communications and brand activation, there’s still a disconnect.
That’s why in our view, conventional ‘creative’ agencies just don’t get it. A single ‘big hit’ process is simply too cumbersome, too slow and costly.
SAY GOODBYE TO
THE 20TH CENTURY
If you consider marketing in the late 20th century, you can see why the traditional ‘creative’ agency might struggle with today’s complexities.
Measures like brand awareness / preference often stood as predictive proxies for customer behaviour.
These can still have value.
However, the link between share of voice and share of category tends to be circular.
Successful brand owners had the scale and resources to use mass media to build and defend successful brands.
For 2017, the Edelman Trust Report showed the continuing erosion of trust in ‘official’ sources of information.
In the new age of marketing, the relationship between the consumer, the mass media and business has now changed beyond recognition.
THE NEW WAY
Back in the day, your marketing was probably the main source of information for customers and the formative influence.
Today, the impact is undermined and crowded out by a host of other factors.
So what’s the solution?
We believe that the creative focus on ‘what matters to customers’ must be what matters to you.
This gives you a big opportunity – but a very precise target to hit, as ‘humanly’ as you can.
Because customer content creates content customers.
That’s why we’re building a new model – to help you attract more business and build profitability.
If you’d like to know more about this mind shift in marketing, drop us a line.