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Bad First Impressions Drive One-third of Consumers to Delete Apps - MarTech Series

Bad First Impressions Drive One-third of Consumers to Delete Apps - MarTech Series | The Marteq Alert | Scoop.it
  • Almost half of consumers (46%) said they wouldn’t register for a new account if it was too difficult to sign up.
  • Consumers have a short fuse when it comes to poor digital experiences, with 35% cancelling or deleting an app if they have trouble logging in, while 32% said they would switch to a competitive service or app.
  • Consumers said preventing their data from being resold to third parties is a top priority when considering app features (70%).
  • Based on the survey findings, consumers 65+ gave the highest ratings overall for digital experiences, but those 18-24 are the most difficult to please. Across the globe, the Gen Z age group is most likely to delete their account (37%) or change service providers (34%) if they have a difficult login experience. 
CYDigital/marteq.ios insight:

The data comes from a study completed by ForgeRock. Go here for their infographic:   https://www.forgerock.com/resources/view/116630527/infographic/new-normal-vol2-infographic.pdf

 

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The Dark Side Of Customer Experience - Forbes

The Dark Side Of Customer Experience - Forbes | The Marteq Alert | Scoop.it
In the digital world, questionable user experience design tactics are common enough that there’s a term for them:  “dark patterns” (a phrase coined by British UX designer Harry Brignull back in 2010).

Dark patterns refer to digital design techniques that purposely (though sometimes subtly) nudge the customer’s behavior in a certain direction.  Examples include:

The preselection of a purchase option which leads customers to unwittingly sign up for services they didn’t intend to buy.
Using brighter colors, bigger button sizes and strategically labeled links to get customers to click on certain options.
Free trials for services which require the customer to enter credit card information, and then deliberately avoid alerting the individual when the trial is expiring and recurring charges are commencing.
CYDigital/marteq.ios insight:

Just follow the Golden Rule.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Why Customer Journeys Are the Key to Getting Personalization Right - CMSwire

Why Customer Journeys Are the Key to Getting Personalization Right - CMSwire | The Marteq Alert | Scoop.it
Understanding your customer’s entire experience with your organization from their viewpoint is critical to improving personalization. Meaningful personalization needs to account not only for the customer’s current, or even most recent, interaction, but also for every step of the customer’s journey that led them to the current touchpoint, whether it be a service call, mobile payment or transaction.

Only by managing customer journeys will your organization be able to use each customer’s complete experience to determine how to interact with them as they move across channels to achieve their goals.
CYDigital/marteq.ios insight:

Without touchpoints from digital properties outside of your purview, it's difficult to capture the complete experience. But we have the solution to that.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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The importance of personalized experience in CX - TechTarget

The importance of personalized experience in CX - TechTarget | The Marteq Alert | Scoop.it
Since the judge of the experience is the customer, we want to shift to measuring the customer value. In the article noted above, Markey also shared four strategies to help organizations manage customer value, which include:

Develop robust customer-value management processes and tools. Manage current total lifetime value of your customer base and potential financial value that lies in increasing customer loyalty.
Combine design thinking with loyalty-earning technologies. The power of observation and knowing your customers' needs and constant loop of feedback along with artificial intelligence (AI) that can tailor personalized experiences to drive loyalty.
Organize around customer needs. Bridge the silos and reduce cross-functional friction to allow organizations to focus on customers.
Lead for loyalty. Align employees and the organization around the value of customer loyalty.
CYDigital/marteq.ios insight:

This is an excellent article: well-researched and makes a compelling argument for the need to deploy the deepest levels of personalization to maximize then optimize the CX. Strongly recommended.

 

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