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Gina Fumagalli

Gina Fumagalli

As Head of Insight Services at Yomdel, Gina heads up our highly skilled and energetic insight team, driving robust commercial growth by helping clients deliver exceptional customer experiences through bespoke mystery shopping programmes and other CX market research techniques. Gina has delivered highly successful research projects across multiple industries and sectors including property, retail and leisure/hospitality. Her particular skill is in complex customer journeys where clients need to measure their customer experience across multiple touchpoints and channels to ensure consistent service and brand messaging, whichever communication method(s) a customer selects. You can email Gina at gina.fumagalli@yomdel.com

Recent posts by Gina Fumagalli

3 min read

HOW TO IMPROVE CUSTOMER EXPERIENCE IN RETAIL

By Gina Fumagalli on 01/04/21 11:30

Customer Experience is becoming an ever-increasingly important aspect of business success for bricks and mortar, online, and brick and click retailers alike. For the high street, the experience now needs to be safe yet innovative; for online brands, the experience should be user friendly and efficient.

Topics: customer experience retail Mystery Shopping
4 min read

KNOWLEDGE IS POWER - 5 BENEFITS OF MARKET RESEARCH

By Gina Fumagalli on 26/03/21 08:30

Market Research is such a broad subject, that people are often afraid to get into it, because they don't know where to start, or what they should be researching first.

Whereas in reality, those questions are actually the beginning of the process itself, and done well, will pay fabulous dividends.

Topics: Research Customer Insights business strategy
3 min read

VIDEO: WHAT IS BRAND PROFILING, AND HOW COULD IT BENEFIT YOU?

By Gina Fumagalli on 05/03/21 08:15

Your brand is one of the most powerful tools within your entire business, yet often it goes unplanned. You don't entirely own your brand, it's shared with your customers or fans. Because your brand is the sum of how you are perceived, and what your customers think, may not marry precisely with what you intend.

Topics: Research Customer Insights
3 min read

WHAT IS THE PURPOSE OF MYSTERY SHOPPING?

By Gina Fumagalli on 26/02/21 08:30

People often wonder where the true value lies in Mystery Shopping. And the answer lies in the blend of insight it offers between asking real customers what they think, and asking customer experience experts how well you are performing.

Topics: Customer Insights Mystery Shopping training
5 min read

WHY USE CUSTOMER SATISFACTION SURVEYS?

By Gina Fumagalli on 16/02/21 12:00

To successfully grow your business, it is essential to gain a deep understanding of your customers, and their motivations for buying your products and services.

A lot of businesses talk about having a good NPS or wanting to improve their NPS. But what exactly is it; why should you care about it; and how do you go about measuring and improving it?

Topics: Research Customer Insights business strategy
4 min read

WHAT IS BUSINESS MARKET RESEARCH?

By Gina Fumagalli on 29/01/21 09:15

A key objective of most research is to get closer to your customers, or potential customers, to find out everything you can about them, in relation to your product or service.

Business Market Research, or B2B Research, as it is commonly known, is no different. Your customers just happen to be other businesses, individuals, or departments within those businesses rather than members of the general public, or consumers.

Topics: Research Customer Insights business strategy
3 min read

WHAT IS MARKET RESEARCH AND WHY IS IT IMPORTANT?

By Gina Fumagalli on 31/12/20 09:00

Although there is no one-size fits all definition, Market Research can reasonably be defined as the activity of gathering and analysing information (data) to answer questions about your business or organisation and its products or services. This process, and the insight from it allows you to get closer to your customers and make more informed decisions.

Topics: Research Customer Insights business strategy
2 min read

CONVERSATIONAL ANALYTICS - HUMAN OR MACHINE?

By Gina Fumagalli on 18/12/20 08:30

OK, I admit it. I have a natural prejudice against Artificial Intelligence, Machine Learning, call it what you will. Or I used to…

Topics: Customer Insights Analytics Contact Centre
4 min read

USING MYSTERY SHOPPING TO BE COVID COMPLIANT

By Gina Fumagalli on 20/11/20 08:30

MIND THE GAP

Being COVID compliant is essential to bringing customers back with confidence. Every UK business needs to consider how they intend to be perceived by customers in the critical months ahead.

Topics: Customer Insights Mystery Shopping business change