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Connecting better: using customer insights to define customer engagement

Key takeaways

  • We live in an age of communication mitigation, in which what is said doesn’t always reflect what is felt. For effective engagement strategies, discover what your audience feels.
  • Don’t only read the data. Decipher it, learn from it. Correlate sentiments to action, and look out for disparities.
  • Action tells the best story, but it doesn’t tell the only story. Combine data points to understand more about customers, their reasons why, and whether these reasons align with what they say about your brand or product.

Customer insights fuel communication strategies. On the surface, they’re simple: how customers act helps to determine how they will act. Data points and feedback form pieces of a larger puzzle; with enough information, a clear picture is assembled, and a strategy subsequently produced. But while we know to use customer insights — and of their importance — few know how or why, or, more critically, are able to recognise the challenge of interpretation. …

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The underestimated value of truth — and trust — in digital communications

When we talk of digital communication strategy, we typically talk in numbers. Numbers are absolute; they show clear correlations and patterns. To a communication strategist, percentages are both comforting and reassuring. Upward increments speak of success, whilst downward trends highlight the need for course corrections. In our last piece, we talked about how disinformation successfully impacts politics: those responsible understand that, as content consumers, we first react through our emotions, not through reason. We are triggered by what we see, and our subsequent interactions then help legitimise the strategy of propagating the captivating-but-untrue.

This is why audiences are becoming more selective about what they consume, and, more importantly, where they consume it (which has helped the success of subscription-based publications, such as the New Yorker). Because even though we may respond to fake news, or to posts that appeal to our worst instincts, we don’t necessarily like it. It’s not an enjoyable experience. In fact, it’s often accompanied by regret or shame as our other mind — our thinking mind — kicks in, and we realise the hoodwink, and resent the duplicity. Audiences value the truth because they dislike the experience of being lied to. …

From Europe to America, almost every continent and country is facing the impact of disinformation. There is no way to deny that it is showing an upward trend which can only be quelled through the sensible and responsible use of technology.

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How Disinformation Impacts Politics and drives Public Perception

The term disinformation, more commonly referred to as “fake news”, has found its way into virtually every sphere of life since the 2016 U.S. presidential elections.

From Europe to America, almost every continent and country is facing the impact of disinformation. …


Morris McLane Morris McLane brings people, technology, strategy and ideas together to help the clients we serve to grow.

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