Using our unique blend of Customer Experience Marketing (CXM)
MBAstack brings together the successful, established and awarded agency brands of MBA and STACK to meet the commercial and digital transformation challenges, as well as the need for greater accountability, that marketers face today.
We take the proven fundamentals of data driven CRM and behavioural led CX and turbocharge them through a magical and equal fusion of data, creativity and tech. We call this Customer Experience Marketing (CXM). This is then delivered through an approach and agency tools that are entrepreneurial, nimble and full of spark.
We apply our unique blend of Customer Experience Marketing (CXM) across the full customer journey by fusing creativity, data and technology – equally, and through an approach that is always entrepreneurial nimble and full of spark.
We all know that decades of industry databanks show how the more creative the work is, the more it works. Without inspired creative work, the customer experience will be lifeless - no matter how magnificent the data insight and tech input is.
All the evidence shows that powerful, emotional creative ideas work best when they’re infused throughout the customer journey – so it all hangs together for the customer. Making sure the emotional idea stays close to the rigour of response techniques is key to what we do.
We use data in all its forms to provide the intelligence in what we do. “Visible Data” forms part of our creative briefs making sure our creative output is always insight driven. Whether we’re augmenting first party data with third, using AI analysis tools to find global conversations, tapping data signals to trigger CRM or building dashboarding solutions we’re always hunting for those nuggets that will open up strategic solutions.
Tech brings the magic, invisibly optimising interaction or to put it another way, making jaws drop. It can bring inspiration for creative development and provide new outputs for it. But we’re not magpies lured by the thought of “ooh shiny!” tech – we use it because we should rather than because we could.
The world of MarTech features heavily in our CXM thinking where we remain platform agnostic to focus on the best answer for the task at hand – Salesforce, Adobe, Google... Just so long as we’re gluing together amazing experiences. Sometimes, this can be innovative one-off tech experience solutions, or we’ll partner with enterprise platforms to embrace new features.
CXM is not just a pithy acronym, it’s a philosophy for creating remarkable experiences for our clients.
With new clients or for new big briefs, we always kick off with a session designed to get things moving full steam ahead. This involves sharing key thoughts from global research, investigating the brand, business objectives, and audiences. We frequently involve external experts and customers to provide extra inspiration and more lateral views. It’s key to helping us light the fuse for clients when embarking on growth transforming missions, and game changing campaigns and initiatives.
To support propositions and to show how the brand can appeal to its audience from acquisition through consideration into in-life scenarios, we create CXM narratives. This doesn’t replace the proposition per se – specific touchpoints still need to do specific things, but the CXM narrative helps us understand how this forms part of a coherent whole in a messy multi-touchpoint world.
We’ve developed a customer journey model that builds on work by Google and McKinsey in particular. This helps us to think through the business problem to inform the challenges our experiences need to overcome and to organise the roles of media and content / messaging accordingly across all customer touchpoints.
Our creative briefs always include sections on ‘visible data ‘ and ‘visible tech’ to embed into our creative output from the outset. This both provides the insight and inspiration that will inform how the creative work is conceived, measured and executed. Or to put it another way, how we make sparks fly.
We always make sure that the 3 equally important chairs of data, tech and creativity are ‘in the room’ (thank you Mr Bezos) and ideally in person to represent all disciplines at all key stages in campaign development – and if in person is not possible, their ‘empty chairs’ ensure they are always represented in our minds to make sure their input is inherent in the final fused output. Using data, creativity and tech, helps us make extraordinary things happen.
To deliver CXM efficiently for our clients, we follow a process we call The 6Ds. This allows us to provide structure and rigour to our working practices.
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We are a global group of diverse thinkers who blend human insight with data, technology and creativity to help brands build closer customer relationships, join everything up and drive accelerated growth.