--- title: The Best Customer Experience Blog | Yomdel | Gina Fumagalli description: 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 --- **** [![yomdel a nurtur company](https://www.yomdel.com/hs-fs/hubfs/yomdel%20a%20nurtur%20company.png?width=5949&height=2307&name=yomdel%20a%20nurtur%20company.png) ![yomdel a nurtur company](https://www.yomdel.com/hs-fs/hubfs/yomdel%20a%20nurtur%20company.png?width=5949&height=2307&name=yomdel%20a%20nurtur%20company.png) ](https://www.yomdel.com) [![FREE CONSULTATION](https://no-cache.hubspot.com/cta/default/2927890/8b1b6cb7-3273-4ebb-99bd-358863329609.png)](https://cta-redirect.hubspot.com/cta/redirect/2927890/8b1b6cb7-3273-4ebb-99bd-358863329609) [**](https://www.yomdel.com/blog/author/gina-fumagalli#tmpmodule_1568761248550301) ** [![Yomdel live chat with messenger integration](https://www.yomdel.com/hs-fs/hubfs/Screenshot%202021-02-19%20at%2016.45.07.png?width=600&height=601&name=Screenshot%202021-02-19%20at%2016.45.07.png "Yomdel live chat with messenger integration")](https://www.yomdel.com/services/chat-with-messenger) #### INSIGHT #### DESIGN #### ENGAGEMENT ![Gina Fumagalli](https://via.placeholder.com/100x100.jpg/e0e7ee) # Gina Fumagalli [**](https://www.facebook.com/Yomdel/) [**](https://www.linkedin.com/in/gina-mayhead-03b7624/) [**](https://twitter.com/yomdel) 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](https://www.yomdel.com/blog/improve-retail-customer-experience) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 01/04/21 11:30 [![](https://www.yomdel.com/hubfs/customer%20experience%20in%20retail.png) ](https://www.yomdel.com/blog/improve-retail-customer-experience) 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](https://www.yomdel.com/blog/tag/customer-experience) [retail](https://www.yomdel.com/blog/tag/retail) [Mystery Shopping](https://www.yomdel.com/blog/tag/mystery-shopping) ###### 4 min read ## [KNOWLEDGE IS POWER - 5 BENEFITS OF MARKET RESEARCH](https://www.yomdel.com/blog/five-benefits-of-market-research) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 26/03/21 08:30 [![](https://www.yomdel.com/hubfs/Knowledge%20is%20Power%201.png) ](https://www.yomdel.com/blog/five-benefits-of-market-research) 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](https://www.yomdel.com/blog/tag/research) [Customer Insights](https://www.yomdel.com/blog/tag/customer-insights) [business strategy](https://www.yomdel.com/blog/tag/business-strategy) ###### 3 min read ## [VIDEO: WHAT IS BRAND PROFILING, AND HOW COULD IT BENEFIT YOU?](https://www.yomdel.com/blog/video-what-is-brand-profiling) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 05/03/21 08:15 [![](https://www.yomdel.com/hubfs/Screenshot%202021-03-01%20at%2016.52.16.png) ](https://www.yomdel.com/blog/video-what-is-brand-profiling) 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](https://www.yomdel.com/blog/tag/research) [Customer Insights](https://www.yomdel.com/blog/tag/customer-insights) ###### 3 min read ## [WHAT IS THE PURPOSE OF MYSTERY SHOPPING?](https://www.yomdel.com/blog/purpose-of-mystery-shopping) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 26/02/21 08:30 [![](https://www.yomdel.com/hubfs/Purpose%20of%20Mystery%20Shopping%202.png) ](https://www.yomdel.com/blog/purpose-of-mystery-shopping) 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](https://www.yomdel.com/blog/tag/customer-insights) [Mystery Shopping](https://www.yomdel.com/blog/tag/mystery-shopping) [training](https://www.yomdel.com/blog/tag/training) ###### 5 min read ## [WHY USE CUSTOMER SATISFACTION SURVEYS?](https://www.yomdel.com/blog/why-use-customer-satisfaction-surveys) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 16/02/21 12:00 [![](https://www.yomdel.com/hubfs/Why%20use%20customer%20satisfaction%20surveys.png) ](https://www.yomdel.com/blog/why-use-customer-satisfaction-surveys) 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](https://www.yomdel.com/blog/tag/research) [Customer Insights](https://www.yomdel.com/blog/tag/customer-insights) [business strategy](https://www.yomdel.com/blog/tag/business-strategy) ###### 4 min read ## [WHAT IS BUSINESS MARKET RESEARCH?](https://www.yomdel.com/blog/what-is-business-market-research) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 29/01/21 09:15 [![](https://www.yomdel.com/hubfs/Business%20Market%20Research%201.png) ](https://www.yomdel.com/blog/what-is-business-market-research) 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](https://www.yomdel.com/blog/tag/research) [Customer Insights](https://www.yomdel.com/blog/tag/customer-insights) [business strategy](https://www.yomdel.com/blog/tag/business-strategy) ###### 3 min read ## [WHAT IS MARKET RESEARCH AND WHY IS IT IMPORTANT?](https://www.yomdel.com/blog/what-is-market-research) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 31/12/20 09:00 [![](https://www.yomdel.com/hubfs/What%20is%20Market%20Research%201.png) ](https://www.yomdel.com/blog/what-is-market-research) 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](https://www.yomdel.com/blog/tag/research) [Customer Insights](https://www.yomdel.com/blog/tag/customer-insights) [business strategy](https://www.yomdel.com/blog/tag/business-strategy) ###### 2 min read ## [CONVERSATIONAL ANALYTICS - HUMAN OR MACHINE?](https://www.yomdel.com/blog/conversational-analytics) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 18/12/20 08:30 [![](https://www.yomdel.com/hubfs/Conversation%20Analytics%201.png) ](https://www.yomdel.com/blog/conversational-analytics) 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](https://www.yomdel.com/blog/tag/customer-insights) [Analytics](https://www.yomdel.com/blog/tag/analytics) [Contact Centre](https://www.yomdel.com/blog/tag/contact-centre) ###### 4 min read ## [USING MYSTERY SHOPPING TO BE COVID COMPLIANT](https://www.yomdel.com/blog/mystery-shopping-covid-compliance) By [Gina Fumagalli](https://www.yomdel.com/blog/author/gina-fumagalli) on 20/11/20 08:30 [![](https://www.yomdel.com/hubfs/Mystery%20Shopping%20Covid%20Compliance.png) ](https://www.yomdel.com/blog/mystery-shopping-covid-compliance) 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](https://www.yomdel.com/blog/tag/customer-insights) [Mystery Shopping](https://www.yomdel.com/blog/tag/mystery-shopping) [business change](https://www.yomdel.com/blog/tag/business-change) [All posts](https://www.yomdel.com/blog/all) [**](https://www.facebook.com/yomdel) [**](https://twitter.com/yomdel) [**](https://uk.linkedin.com/company/yomdel) [![Yomdel BYM white 2021 white vector](https://www.yomdel.com/hs-fs/hubfs/Yomdel%20BYM%20white%202021%20white%20vector.png?width=150&height=39&name=Yomdel%20BYM%20white%202021%20white%20vector.png "Yomdel BYM white 2021 white vector")](https://www.yomdel.com) © 2023 Yomdel Ltd. Registered in England & Wales No: 08165950 VAT Reg No: 141903533 part of nurtur.group **