Cosa le Neuroscienze ci insegnano sulla Customer Experience

shoppers brain retail neuroscience

AICEX: Forse il Digitale ci sta facendo “regredire” rendendoci meno “Sociali” sia come persone che come clienti.

The following Q&A excerpt with David Kepron — Vice President of Global Design Strategies for Marriott International and author of Retail (r)Evolution — was originally published in Credibly Business Journal: Understanding the Needs of the New Consumer, the first in a three-part series on retail trends and innovation. For more of our conversation with David, download the journal right here.

CREDIBLY: What are our brains doing when we’re shopping?

DAVID KEPRON: Our brains are ultimately geared towards the recognition of patterns and the interruptions 
in those patterns. Some of these patterns have shaped our brains in ways that are consistent across all cultures and all races, and we all
 share some of them. For example, when we see a snake, or the grass moving as we walk along the path, we’re likely to jump out of the way. That’s cross-cultural. Those instinctual reactions to experience are born into us because of our evolutionary development over millions of years.

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Per favore basta con le Customer Journey

AICEX: Talvolta ci sfugge che le Customer Journey sono “un mezzo” e non il fine, al pari di un organigramma o di un elettrocardiogramma. Senza un cardiologo bravo l’elettrocardiogramma serve a poco, e dopo il cardiologo potrebbero servire molti altri specialisti 🙂 

”No more journey maps, please!” was the response of a Chief Customer Officer of an EU telecom company when we asked her about how she and her team went about, well, mapping and measuring customer journeys.

This executive was disappointed with the journey mapping process because she struggled to understand what constituted a ‘good’ or ‘bad’ customer journey map with the tools at her disposal. What should her team focus on first? How could she use the insights from the exercise to design a customer journey that actually works? Continue reading “Per favore basta con le Customer Journey”

Gartner Top Predictions for 2012 and Beyond


AICEX: To better evaluate future predictions we see everyday could be useful give a look to the past ones : ) By the way, Gartner predictions for 2017 and beyond are available HERE!

STAMFORD, Conn., December 1, 2011

Gartner Reveals Top Predictions for IT Organizations and Users for 2012 and Beyond

Predictions Show IT Budgets Are Moving Out of the Control of IT Departments

Gartner, Inc. has revealed its top predictions for IT organizations and users for 2012 and beyond. Analysts said that the predictions herald changes in control for IT organizations as budgets, technologies and costs become more fluid and distributed.

This year’s selection process included evaluating several criteria that define a top prediction. The issues examined included relevance, impact and audience appeal. A list of this year’s predicts reports is available on the Gartner Predicts website at

Gartner’s top predictions for 2012 and beyond showcase the trends and events that will change the nature of business today and in years to come. Selected from across Gartner’s research areas as the most compelling and critical predictions, the trends and topics they address underline the reduction of control that IT has over the forces that affect it.

Continue reading “Gartner Top Predictions for 2012 and Beyond”