Una cosa che non ti diranno mai sulla Customer Experience

Photo: Silence by Creatorid'immagine from the Noun Project

AICEX: “Content is King” diceva Bill Gates 22 anni fa, nel 1996. Da allora nel Mondo è cambiato tanto, ma molto meno è cambiato nelle nostre teste. E i contenuti sono “cibo per il cervello”, cambiano aspetto, cambiano sapore, cambiano i luoghi nei quali li consumiamo, ma il loro scopo è sempre quello di fornire energia e nutrimento.

If you have talked to your digital marketing agency recently, read the latest from Google, or perused your favorite marketing blog, you have likely come across arguments in favor of better customer experience. If you have watched a webinar about digital transformation or trends in online commerce, chances are there was mention of the importance of customer experience to remain relevant and build loyalty among your customers.

What these fantastic resources and experts may have told you is that you need to create a personalized and compelling experience for each and every buyer or shopper. Sounds great, right?

The Dirty Little Secret
What they likely didn’t reveal is the dirty little secret about Customer Experience.

Continue reading “Una cosa che non ti diranno mai sulla Customer Experience”

Ecco perché bisogna sbrigarsi ad avere conversazioni con i clienti

AICEX: I Clienti non desiderano che le aziende definiscano le loro Journey, desiderano invece che progettino Esperienze in modo che possano crearsi da soli le proprie Journey preferite.
As marketers, we’re increasingly finding ourselves facing an intriguing conundrum when it comes to creating personalized experiences for our customers. In our efforts to drive hyper-personalization, and appeal to every possible consumer need, we’re now at risk of confusing and, even worse, potentially alienating the very customers we’re trying to woo.

Jeriad Zoghby
Illustration: Alex Fine

With more data driving an explosive array of options, many consumers are overwhelmed by too many choices, causing them to be less satisfied, make poor decisions and abandon a website or brand. And this trend is on the rise—according to new research from the 2018 Accenture Interactive Personalization Pulse Report, 45 percent of customers have abandoned a site because it was too overwhelming, up from 40 percent last year.

Continue reading “Ecco perché bisogna sbrigarsi ad avere conversazioni con i clienti”