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Stragnell explains why speed, simplicity, and frictionless journeys are critical to retaining customer focus.
Customer expectations may remain timeless, quality, convenience, and fair value, but the context in which they shop has shifted. Today, the real challenge lies in capturing and holding attention in a mobile-first, distraction-heavy environment.
For businesses, this means stripping friction out of digital journeys, listening as much to customer voices as to data dashboards, and aligning every marketing effort to commercial outcomes rather than siloed metrics.
“The best way to be truly customer-centric is to ensure your customer support team, the people speaking directly with customers by email or on the phone, are heard. The feedback they bring back into the business should be listened to and acted on just as much as the broader sweep of data and analytics,” says Nick Stragnell, CMO, Digital & Retail Strategy at Atkin & Thyme.
Stragnell stresses the need for fast, bug-free e-commerce experiences, the importance of listening to direct customer feedback alongside data, and the imperative for marketers to align beyond siloed KPIs and focus on commercial impact.
Top Insights from Nick Stragnell
- The biggest threat isn’t a lack of demand but the ease with which distracted customers abandon brands mid-journey. Keeping them focused requires seamless digital performance.
- Responsive websites, effective search and merchandising, and bug-free paths keep customers from dropping off.
- Marketers must look beyond siloed KPIs and ensure all efforts are tied to revenue, margin, and profit.
Watch the full interview here.
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