Renowned internationally as one of the world’s leading experts on customer experience, consumer behaviour, multichannel operations and e-commerce, Martin Newman is a passionate advocate for customer-centric transformation. This year, he founded the Customer First Group to help drive this transformation with consumer-facing brands.
As part of the business’s launch, a new interactive event - Customer First Live - will enjoy its debut alongside industry favourites eCommerce Expo and Technology for Marketing at London Olympia this September.
Sam Tidmarsh sits down with TFM 2019 speaker Jane Piper, author of the bestselling book Focus in the Age of Distraction, to discuss the impact of technology on marketers' working and non-working lives, well-being and happiness.
When Bacardi was founded 157 years ago, rum wasn’t considered a refined drink. To transform the sugary-spirit into something sellable in upmarket Cuban taverns, Bacardi co-founder Facundo Bacardí Masso had to “tame” the drink by filtering it through charcoal and ageing it in white oaked barrels.
Over one and a half centuries later, Bacardi’s products are merrily swigged by millions across the world. Alongside its namesake rum, Bacardí, the company’s core brands now include a mouth-watering selection of the world’s most well-known tipples, including Grey Goose, Patron, and Bombay Sapphire. Brands which have all flourished thanks to data and its impact on decision-making.
Kevin Tewis-Allen kicked off his glittering career photographing international pop group Five Star. A few years later, he was appearing behind the camera himself, hitting #7 in the charts with his first hit record. Despite the long and "soul-destroying" hours, over his musical career Kevin built up a catalogue of 13 top ten hits and 7 number one singles and was awarded BBC Radio One Producer of the Decade 1990-2000 by DJ firebrand Pete Tong.
It turns out that knowing "what makes an audience go crazy in a nightclub" is not too different from the marketing concept of understanding the needs and wants of your customers, profitably. In fact for Kevin the fundamentals of "creating the product from scratch and being commercially successful" aligned with the cadence of his production days – the difference was simply academic.
Would you pay a monthly fee for a service that allowed you to hop from car-to-car on a monthly basis without having to worry about maintenance and road tax?
Singapore’s Carro, Southeast Asia’s largest automotive marketplace, reckons there is ample appetite in the city-state, so much, in fact, that the company launched its “Netflix for Cars” in March this year.
Today, consumers expect more from the brands they choose to follow and engage with and are demanding smarter and savvier experiences. Big businesses are using customer insight in elevating the customer experience but, marketing technology (MarTech) presents a unique challenge. How can companies create personal, one-on-one long-lasting relationships with customers while deploying digital, automated technology that all but eliminates the human factor?