Categoria: Customer Journey

Personale, Emozionale, Tecnologica. Questa è l’esperienza che ci aspettiamo.

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, IoT, Data, Analytics
AICEX: In un mondo digitale che è diventato la regola le emozioni sono sempre una chiave molto forte, soprattutto nel mondo fisico, che sta diventando una eccezione.

When you ask people about their life-changing, ‘a-ha’ moments, you’ve probably noticed that they’re almost always emotion-based. The joy of finding out they will become a parent, the reflection after an argument when criticism sinks in, the surprise at having assumptions challenged – I could go on, but you see what I mean: in each case it’s emotion that makes a difference both in the moment and in your memory.

I don’t think that it’s any different when we interact with brands. You just have to look on Twitter to see the streams of frustration from unhappy customers, and on the flip side, tweets from brands that make customers feel their concerns were listened to.

Continua a leggere “Personale, Emozionale, Tecnologica. Questa è l’esperienza che ci aspettiamo.” →

Buyer Personas e Customer Journey sono cose vecchie

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience

AICEX: Se pensiamo a compratori (buyers) e clienti (customers) dimenticando che parliamo di persone continuiamo a fare ciò che si è fatto negli ultimi 40 anni, quindi niente di nuovo.

Five years ago we were consumed with “Buyer Personas” and the daunting creation of engaging “Customer Buying Journeys.” Ah, but we had Big Data—“fail proof” analytics—what could possibly go wrong?

A lot. How many ongoing education sessions did you attend in pursuit of the seamless customer experience, learning how to create 10, well 8, no really, 5 “basic” personas that could be cast wide like fishing net over your current and prospective customers?

Continua a leggere “Buyer Personas e Customer Journey sono cose vecchie” →

Cosa gli Hotel (non?) ci insegnano sulla Customer Experience.

su da Gian Carlo Mocciin Customer Experience, Customer Journey, Customer Neuroscience, Digital, Design, UX
[Photo: BaronVisi/iStock]

AICEX: Un simpatico invito ad essere semplici, efficaci, efficienti, memorabili, … umani!  

The experience, gushes the hotel website, will be delightful, with staff who will be your new best friends; luxuries beyond the dreams of Caligula. Just look at this shot of a couple lounging in bathrobes that are so fluffy they’ll have to sit on their suitcases when they steal them.

Lo Storytelling porta la Customer Experience al next level

su da Gian Carlo Mocciin Customer Experience, Customer Journey, Customer Neuroscience, Digital, Design, UX, Marketing, Loyalty

SpaceX lift off

Photo: SPACEX

AICEX SUMMARY: L’esperienza e non il prezzo saranno il vero campo di battaglia del futuro.

We now have the ability to use dynamic content, data and intelligent automation to improve customer experiences

Experiences, not price, will be the battleground of the future.

Customers value experiences, and those experiences often come in the form of stories. Selfies, social feeds, chats and influence stats grab consumers’ attention, who in turn share their personal encounters.

Continua a leggere “Lo Storytelling porta la Customer Experience al next level” →