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Nigel Keelson-Anfu, Business Director of the Experience Design Practice at Publicis Groupe.
Meet Nigel Keelson-Anfu, Business Director of the Experience Design Practice at Publicis Groupe.
Publicis Groupe is the second largest communications company in the world. They focus on bringing creativity and technology together in order to help their customers drive business transformation.
Nigel sat down to talk with us about how Publicis Groupe approaches prospects and works with customers, trends in customer experience analytics and the data analytics in general and his experience of partnering with Contentsquare.
It’s a great conversation, so let’s dive in…
To kick things off, what is your role and what types of customers do you serve?
Nigel Keelson-Anfu: My name is Nigel Keelson-Anfu, and I serve as the Business Director of the Experience Design Practice at Publicis Groupe Dubai.
With over a decade of experience, I lead a team of more than 50 talented individuals across the UAE, KSA, Jordan, and Lebanon. We offer expertise in multi-disciplinary services including Search Engine Optimization, Web & Mobile App Design/Development and Experimentation.
I work with a diverse clientele across the MENA region, spanning industries such as Automotive, Luxury, Fast Moving Consumer Goods, Banking, government entities and more. If a client has a digital presence, we can offer them solutions to drive actionable insights, growth, ROI and user-centric experiences.
What is your most successful target market, and what’s your ideal customer profile?
NK-A: Our clientele spans the MENA region, and we’ve experienced growth and success across diverse markets. Each market holds its own unique vision for the future, and we witness this development directly through our work.
Regarding an ideal customer profile, the Experience Design practice is equipped to serve any client across any industry, provided they have an online presence.
Our mission is to provide strategic solutions that drive online growth and success, regardless of the specific challenge presented.
What do you think makes for a good customer relationship?
NK-A: Clear, consistent communication is the cornerstone of a strong customer relationship. Beyond technical delivery, ensuring clients fully understand their needs, our solutions and the insights achieved throughout our engagement keeps both parties aligned towards shared goals.
We prioritize building a partnership with our clients by fostering open dialogue and transparent collaboration at every step of the process. By actively listening to their concerns, providing regular updates, and soliciting feedback, we not only demonstrate our commitment to their success but also cultivate a deeper understanding of their business objectives.
This approach allows us to tailor our solutions to their specific needs, ultimately leading to greater satisfaction and long-term mutual benefit.
How do you differentiate yourself from the competition?
NK-A: Our differentiation lies in a future-oriented approach. We don’t simply build strategies for today; we design solutions that anticipate technological advancements and evolving user behaviors. This ensures our approach stays relevant in the ever-changing digital landscape.
What are the critical steps in your sales process, and what do you focus on when building ongoing relationships with your customers?
NK-A: There are four steps in our process:
Discovery: The sales process begins with a deep understanding of the client’s pain points, business goals and target audience.
Consultation: We provide tailored recommendations, aligning our solutions with their specific needs.
Transparency: Throughout the engagement, we prioritize clear communication, maintaining constant dialogue about progress, insights, and adjustments where necessary.
Trust: Our ultimate focus is building a foundation of trust with our clients, establishing ourselves as dependable partners in their digital success.
Tell us about a successful customer engagement you worked on together with Contentsquare?
NK-A: We’ve enjoyed numerous successful collaborations with Contentsquare. By incorporating the Contentsquare platform into our solutions, we’re able to offer highly user-centric services. This synergy strongly positions us within today’s digital environment.
What advice would you give to those looking to partner with Contentsquare?
NK-A: For those considering Contentsquare, my advice hinges on integrating AI to a greater degree to advance your customer experience analytics capabilities. The platform provides invaluable insights in our dynamic landscape, and I believe it to be an essential tool for helping clients to uncover actionable insights to achieve set business goals and objectives.
If you had one wish to ask of Contentsquare, what would that be?
NK-A: My wish for Contentsquare is simple: To continue relentlessly innovating their analytics platform and solutions. In this ever-changing digital landscape, staying ahead of the curve is paramount, and Contentsquare’s commitment to doing so gives me confidence in our partnership.
What about your business and the industry keeps you up at night?
NK-A: The rapid pace of technological change and the evolving expectations of today’s digitally savvy consumers keep me driven. Staying at the forefront of these shifts to best serve our clients motivates me day and night.
What trends do you see in the customer experience analytics space?
NK-A: The customer experience analytics space is in a state of continuous evolution. As users interact with brands across an increasing number of digital channels, I see a growing demand for omnichannel analytics. Omnichannel analytics tools allow us to map customer journeys holistically, offering a deeper understanding of their behavior.
Additionally, artificial intelligence and machine learning algorithms are revolutionizing the field—not only enhancing current analysis, but also helping with predicting behaviors, tailoring experiences and delivering truly personalized solutions.
Fun question to close with: What’s your favorite vacation destination, and why?
NK-A: My favorite holiday destination is Thailand. This vibrant country offers a delightful blend of rich culture, stunning natural beauty, and incredible hospitality, from exploring ancient temples in Bangkok to relaxing on idyllic beaches or discovering the lush jungles of the north. I believe everyone should visit Thailand at least once in their lifetime. Plus, once you arrive, it’s incredibly affordable.
Become a Contentsquare partner
Publicis Groupe is just one of over 100 trusted technology and service providers who make up our The Contentsquare Experience Partner Ecosystem.
Partners are vital to our mission of bringing digital experience analytics to brands that will help them accelerate their digital goals.
And the value we place in partners is reflected in the commission we pay for referrals.
We work closely with:
Solutions partners, who deliver strategy, design, implementation, consulting and integration services leveraging Contentsquare
Technology partners, who provide technology and products that integrate with Contentsquare to deliver an end-to-end CX Solution
Business partners, who act as trusted advisors and help to identify the best MarTech stack for the biggest brands
Think we could work together? You might be onto something.
This could be the start of a beautiful partnership. So get in touch.
Based in Singapore, Mona can be found reading a book, tucked away in a wine bar or looking under the couch for one of her four pets.