Categoria: Customer Neuroscience

Ci sentiamo al telefono? No ti scrivo!

su da Gian Carlo Mocciin Customer Neuroscience, Social, Media, Mobile
'Generation smartphone' aren't interested in making a phone call
‘Generation smartphone’ aren’t interested in making a phone call CREDIT: AP

AICEX: Un post per tutti quelli che dicevano che le email sarebbero morte 🙂 

The mobile telephone call could soon be extinct, research shows amid a surge in Britons of all ages instead using email, video and social media.

Almost one in three respondents in a major survey claimed they had not made any standard voice calls on their handsets in the last week.

In 2012, four percent of Britons said they had not used their mobile phones to make a call. By last year, (2015 ndr) a quarter said they were not making calls, while this year the figure was 31 percent.

Smartphone addiction is on the rise, however, with email, video calls and social network usage surging.
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Business Service Design e Customer Experience

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

AICEX: Riportiamo una sintesi della “Service Design in Business Conference” tenutasi a Londra di recente. Presa dal sito di Livework

On November 25th 2016, Livework hosted the first Service Design in Business conference in London. There were representatives from all over the business spectrum – from banking to the public sector – and of course, lots of people from in and around the service design community, all talking about how service design is being used to deliver strategic and sustainable change.

Here are our top 5 takeaways:

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Le vendite non sono mai emozionali?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience

cropped-aicex_quadrato_bianco1.png

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.

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Nell’Omnichannel Canali e Journey sono davvero importanti?

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience, Digital, Design, UX, Social, Media, Mobile

AICEX SUMMARY: Omnichannel requires framing the customer experience in human customer terms, not in technology or messages.

The term omnichannel is becoming ubiquitous. However, it may be one of the most misunderstood terms in retail today. Omnichannel is often equated with retailers using multiple channels to sell to customers. While multiple channels are now a reality for selling, what is driving the disruption is the change in customer behavior. Consumers literally are shopping everywhere, anywhere all the time. This new behavior is often described as the “customer journey.” Today’s customer’s path to purchase is certainly not linear. But, what does this new trending phrase for retailers really mean? Is it a better way to go to market to reach customers? The potential pitfalls of trying to map the “journey” would indicate caution.

Why this is important: Marketers and retailers still struggling on how to reach omnichannel consumers, are turning to mapping the “customer journey.” The irony is that the solution may really be much simpler — become channel agnostic.

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