Una cosa che non ti diranno mai sulla Customer Experience

Photo by Kristina Flour on Unsplash

AICEX: “Content is King” diceva Bill Gates oltre 20 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.

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Content Marketing, Customer Journey, Personas


AICEX: un post che esprime una visione interessante.

I’ve checked, and yes, “Minority Report” was science fiction.

I frequently find myself at odds with the pundits in my field – it was a recurring theme of my years in the Knowledge Management field, and it seems to be my lot as a Content Marketing practitioner as well. I often have found the pronouncements of the personalities who present themselves as thought leaders to be unhelpfully far ahead of day-to-day reality.

I had an experience this week that vividly reinforced this impression, at an online “virtual trade show” hosted by the Content Marketing Institute. I sat in on a chat session moderated by a Content Marketing consultant who has a lot of visibility – certainly far more than I have at events like this. The subject was the use of content as a way to create good customer experiences. It was “open-mic,” so to speak, so I chimed in.

I’ve been interested for some time in the intersection between the Customer Experience (CX) discipline and Content Marketing, and the potential for the concept of “Customer Journey Mapping” to provide a useful roadmap for content strategy – or at least for the planning of what content to generate. I wrote about this last fall.

I’ve been sharing this idea fairly widely, and generally getting a warm response. Briefly summarized, the journey map will leverage a small set of “personas” – stereotypes of your typical customers, or at least an important slice of your audience, developed through analysis of a far-from-exhaustive but representative history of customer interactions.

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