Iain Ferguson

Iain Ferguson

Iain Ferguson is a corporate writer and editor with over 25 years experience.

New technologies are reshaping customer expectations of businesses. The explosion of web-based and mobile applications – and the digital leaders using them to deliver seamless customer experiences – has fostered a demand for consistent yet personalised products, services and experiences. Businesses are responding by moving customer experience to the top

While customers’ expectations have never been higher, poor planning and execution continue to compromise the ability of brands to deliver against these expectations. The last few years have seen such an upswing in the use by brands of marketing technologies that provide the tools marketers need to connect with customers

Marketers understand change and always have. Their success has always depended on understanding customers’ needs and intent and then ensuring their organisations were best placed to meet these needs. However the velocity of change has accelerated dramatically, driven by huge consumer shifts from trends like smart mobility and social media