Alcuni motivi di fallimento delle iniziative di Customer Experience

Give up

AICEX SUMMARY: Most businesses now measure some form of Voice of the Customer for example. Just because most measure it, does not mean they do so correctly or well – but most are doing it nonetheless.

As a child growing up, no birthday party was complete without a rousing rendition of the Hokey-Cokey. Also known as the ‘Hokey Pokey’ in some parts of the world, it originates in a British folk dance, with variants attested as early as 1826. The song and accompanying dance peaked in popularity as a music hall song and novelty dance in the mid-1940s in Britain and Ireland. The song was a chart hit twice in the 1980s – first by The Snowmen which peaked at UK #18 in 1981, and then Black Lace who reached #31 in 1985.

Continue reading “Alcuni motivi di fallimento delle iniziative di Customer Experience”

Le vendite non sono mai emozionali?

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AICEX SUMMARY: Ever wonder why your friend stayed with her/his spouse? You’ll never understand. But it’s not irrational to him or her; it meets a need of some sort.

Imagine if instead of believing that unexpected decisions are emotional, we assume they have a very specific reason, even if we don’t understand or agree. Then what? Is it just easier to believe the other person to be irrational?Historically, when we don’t understand the roots of something we assume there is an emotional component, with the underlying belief being that there is something ‘not quite right’ with the person experiencing what is outside our comfort zone.

BUYER’S PURCHASES MUST COMPLY WITH THEIR SYSTEM

Because buyers take actions that sellers regularly believe to be ‘irrational’, we say that they are either ‘stupid’ or making an ’emotional’ decision. Neuroscientists calls these decisions irrational or emotional as well. But we – sellers and neuroscientists – are rather biased: we see a problem, believe we know the solution, and consider our solution to be the best because it’s the most rational.

We forget that every person, every group or family, every system if you will, has a very unique and idiosyncratic set of beliefs and criteria that determine their choices. And what may look irrational from the outside is very very rational on the inside, even if sometimes unconscious.

Continue reading “Le vendite non sono mai emozionali?”