DCA
DCA OCTOBER SUMMIT 2022 IN REVIEW
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With train strikes thwarting earlier plans, it was a relief to finally welcome a full house to the DCA Summit 2022 on October 18th at the Millennium Gloucester Hotel in London.
BY CLAIRE HART, ASSOCIATE CONTRIBUTOR, DIRECT COMMERCE MAGAZINE
An enthusiastic audience welcomed the opportunity to be face to face with their peers at last and the general buzz was lively. You really had to be there to benefit from the discussions, debates and cross pollination that delegates enjoyed through the sharing of ideas and advice. Just to give you a flavour of what was discussed, (too much for one article) we have summarised some of the key highlights here.
SUCCESSFUL MARKETING IN 2023 Chloë Tomas, author, podcaster and MD of eCommerce Masterplan shared her take on what successful marketing will look like in 2023. One of her key takeaways was that “Business leaders think consumers will respond more drastically to the economic uncertainty than they plan to – at least in the immediate term. Don’t let the press depress you. Speak to your own customers. Tere is no need to batten down the hatches, indeed it’s an opportunity to steal market share”.
CUSTOMER NEEDS AND INCLUSIVITY Planning customer service around customers’ needs was presented by Elaine Lee co-founder and MD of Reynolds Busby Lee. Customer service delivery is a key challenge facing almost every organisation and Elaine looked at the importance of understanding customers and journey mapping in an objective way. She said that the number of contact channels available has increased and there is great scope to leverage them. As noted by other presenters, the average journey is around 3.5 touchpoints but may be as many as 20, involving digital and offline media.
CUSTOMERS EXPECT MORE Testing solutions and gathering feedback objectively by survey, mystery shoppers, test panels and customer satisfaction scores are just some of the technique good retailers are deploying. Quantitative and qualitative insights are key. Existing customers are the lifeblood of a company and can help to shore up sales. Adopting ‘buy now pay later’ terms was one option suggested, as was the concept of listing spare or replacement parts as SKUs rather than sending them out adhoc.
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