Clare Mitchell Crow

Clare's bio

Clare Mitchell Crow has over 8 years of user-centred and information systems design experience and holds a Bachelor of Information Management and a Graduate Diploma in Information Technology (Information Systems). In 2006 she joined Foviance, focusing on projects in the Travel, Media and Leisure Sectors, and working on a range of projects – including interactive TV, B2B applications, children’s websites and websites designed for multi-language audiences.

"I am interested in the overall customer experience, and in particular understanding how cultural differences affect customer experience. I created Foviance’s first podcast series '...on Customer Experience' podcast series in 2008."

As mobile penetration increases and sophisticated handheld platforms mature and develop it’s extremely interesting to study the impact of trends in consuming published content, and how printed media is adapting to changing times.

As we went to press this week, we awaited the imminent release of a long-awaited new iPad device from Apple. This will join existing published content consuming devices available in the UK which include Apple’s own iPhone, the Sony eReader and the Amazon Kindle in vying for the eyes of readers worldwide. Read more…

It’s coming up to 9 months since I got an eReader and in that time barely a month has gone by without a new development in either the eBook or eReader space. I have been watching these developments with interest – recent events to note are the UK Kindle release and the growing dominance of applications (apps) to both sell and display eBooks. Read more…

Many multi-channel businesses are now convinced that making an investment in tailoring their customer experience strategy is time, effort and money well spent. They’ve seen for themselves that improving the experience of customers has a demonstrable impact on engagement, as well as commercial activity if that is part of the goal. So what should be the next step for these businesses? Should they simply maintain the measurement, analysis and improvement of experience for the broadest possible range of customers? Or is there potential for some of those businesses in focusing their efforts on their most strategically important customers?It would be naïve to believe that some companies aren’t already identifying segments of their customer base that represent the largest proportion of commercial profit, in some form or another. It’s a relatively simple process to isolate and track customers by certain criteria – their postcodes perhaps, their membership of a loyalty scheme, their past purchase record, or a particular behaviour they display during their interactions. These triggers could be used to deliver an enhanced, or at least different, customer experience. Perhaps they should be guided towards particular offers or incentives that have been selected to appeal to their profile? Or maybe their interactions should be monitored so that they can be contacted by virtual or human agents if their purchasing journey is aborted for any reason? These are intriguing possibilities with plenty of potential.
Read more…

It has been 14 years since I first surfed the web using a PC, so it is no surprise that it is increasingly rare for us to observe novice users of the Internet (yes, while they do exist, they are becoming fewer in number, and are less likely to volunteer to take part in research involving Internet use than more experienced Internet users). However, the same cannot be said for mobile Internet users. Read more…

The rise of the power of user generated content is leading organisations to offer new ways of enticing participation, and an innovative example I will be following is that of Simon Seeks. Read more…

In the third of our ‘…on Customer Experience’ podcast series, we talked to David Lengen, Head of eBusiness for Citi and Egg.

In the interview he discusses Citi’s approach to customer experience, how they measure and score their efforts internally and, when it’s important to maintain a UK focus vs a global focus.

• Episode title: David Lengen on Customer Experience
• Episode number: 3
• Series: on Customer Experience
• Duration: 25 minutes

Listen now:

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or Download the David Lengen podcast (12mb)

Alternatively you can read the David Lengen podcast transcript

I attended the eConsultancy user and customer experience roundtable last week, where I was able share knowledge and experience about the current state of play online, and listen to stories from others working in the field.

I was heartened to hear from the majority of those attendees working in house, their plans for 2009 are largely intact, as budgets concerning customer experience are still available – this is in line with a recent US based article I read from Forrester. And it is not surprising in the current climate, that for some, measurements are moving more to customer engagement, rather than simply conversion.

Multi-variant testing was discussed, as some attendees currently use the technology; while others appeared sceptical of investment (financial outlay, design, technical) – they are more interested in placing their efforts into refining concepts and copy as a part of an iterative design process, engaging with customers along the way.

Lastly,  the discussion I valued the most was on measuring customer experience using more than just the online channel. For example, looking at channel management from call centre to web, click to call functions, and the total cost of a sale. Here I got the feeling that the industry is moving in the right direction, but there are few organisations out there who have really taken the time to define comprehensive channel management programs. At the moment the majority of approaches are of a more tactical nature, focusing on particular products. Let’s hope that with maturity, will come broader approaches.

In the second of our ‘…on Customer Experience’ podcast series, we talked to Angus Cormie, Dell’s Head of eBusiness EMEA for Consumer.

In the interview he discusses Dell’s approach to customer experience research, innovation in tough times and how they are using social media to reach out to their customers.

• Episode title: Angus Cormie on Customer Experience
• Episode number: 2
• Series: on Customer Experience
• Duration: 25 minutes

Listen now:

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Or, Download the Angus Cormie podcast (11.4mb)

An abridged version of the conversation between Angus Cormie and Lead Consultant Clare Mitchell Crow can be read in our April Newsletter.

You can also read the podcast transcript.