September 2018 IssueWorkforce Management

Ending the contact centre “tug of war”

By Karim Chabane As more organizations adopt a customer-first approach to doing business, the role of contact centre agents, who are on the front lines of customer and organizational profitability, is changing along with their expectations. The newest entrants into the workforce may want it all, i.e. independence in a …

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Customer Relationship ManagementSeptember 2018 Issue

National Bank of Canada’s customer-first digital transactions

By Paige Pace Digital reach enables businesses to connect with customers anywhere. Developing a strong online presence was essential for the National Bank of Canada to engage customers and encourage growth across the country, particularly in areas with low numbers of bricks-and-mortar branches. National Bank deployed Adobe Experience Cloud to …

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Customer Relationship ManagementSeptember 2018 Issue

The marketing time bomb

Interactive digital customer engagement lit the fuse By Derek Lackey There’s a massive problem brewing, and we marketers had better wake up because, like it or not: marketing is broken. Last year the Harvard Business Review published a piece titled Why CMOs Never Last1 citing an all-time low trust score …

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Customer Relationship ManagementSeptember 2018 Issue

The changing landscape of consumer insights

Moving to tapping customer relationships also may help market legalized cannabis By Matt Chong We live in an era where consumer data and insights are among the most valuable commodities possessed by ourselves as modern marketers. As technology has evolved we now have far more access to customer intelligence than …

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Direct MailSeptember 2018 Issue

A miracle (marketing) cure

How tailored direct mail and telemarketing revived Mackenzie Health Foundation’s donor programme By Allen Davidov The Mackenzie Health Foundation, which raises funds for Mackenzie Health, the Toronto, Ontario area’s York Region health care provider, was faced with a challenge. Its one-size-fits-all fundraising strategy wasn’t clicking with the community: its annual …

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Direct MailSeptember 2018 Issue

Direct mail still best way to reach out to customers

By Drew Tremblay Over the past few years online technology has had an effect on how we connect in our everyday lives. Whether in communicating with others, buying products and services, banking or being entertained it has changed our thinking. Think about it. We all have monthly payments that come …

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Direct MailSeptember 2018 Issue

Dimensional mail: marketing’s buffet lobster

Why high value direct mail is like good seafood By Seamus Barton Imagine that you are a fly in a buffet. After weaving through swats from annoyed diners you start to notice patterns as they scoop up whatever piques the appetites. People circle about, holding white plates like gold pans …

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Customer CentricitySeptember 2018 Issue

Defeating SMB customer churn

By Jeff Tomlin Churn is a killer. It can be a painful part of doing business, financially and emotionally. It can stop growth in its tracks. Worse yet, it’s a common problem that organizations are not effectively solving. Small and mid-sized businesses (SMBs) provide opportunities for marketing agencies and software …

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Applied AIMarketing Automation

MightyHive Expands Operations into Canada

Tessa Ohlendorf appointed managing director MightyHive, a major programmatic and analytics solutions partner, is expanding  into Canada with the hiring of Tessa Ohlendorf as managing director. Headquartered in Toronto, the MightyHive Canada enterprise sales and client management team is hoping to add to its growing relationships with customers such as …

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Email MarketingHoliday Marketing

Holiday marketing emails generate, on average, higher conversions than business-as-usual emails

Themed campaigns that reference specific holidays see lower open rates, but generate more conversions than BAU messages Holiday emails sent in Q4 of last year often drove higher conversion rates than business-as-usual (BAU) emails, despite generating 16.8 percent lower open rates, indicating the importance of message theme, type of offer …

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