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”

La centralità del cliente vince sull’innovazione

AICEX: la centralità delle persone si sposa più con il design, l’usabilità, gli spazi fisici e il buon senso piuttosto che con algoritmi e robot. Ecco perchè l’intelligenza artificiale sarà vincente solo se utilizzata a servizio delle persone.

Innovation might be the buzzword on everyone’s lips but customer and design centricity is what will win the day with customers according to Gartner.

This is despite innovation diving in hard, with chatbots and artificial intelligence joining the fray.

Part of it is getting more return on investment (ROI) from their research and development dollars claimed Brian Prentice, vice president, research, Gartner.

“Organisations that are more design centric appear to be more innovative than the R&D dollars they spend. Apple for example, spends a fraction of R&D compared to Samsung, but their market capitalisation is higher and they seem to have a higher degree of customer satisfaction and loyalty than Samsung does,” said Prentice. Continue reading “La centralità del cliente vince sull’innovazione”

McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti

AICEX: Questo post mostra in maniera chiara come ogni Touch Point abbia un suo prezzo, o genericamente valore. Fermo restando il principio generale le risultanze possono naturalmente essere diverse se si valutano contesti diversi.

Consumers are willing to pay more for choice in their interactions, yet most companies remain perplexed about which ones their customers really want—and how much to charge for them.

How can companies best engage with their customers to offer them new experiences, along with add-ons to existing products or services they have already paid for? Continue reading “McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti”