Tag: customer engagement

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.

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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.

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La Customer Experience è il nuovo “Prodotto” da vendere ai clienti

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

AICEX: In effetti è sempre un tema di “Servitization”. Del resto con la Realtà Virtuale/Aumentata etc.. non offriamo forse delle “semplici” Esperienze?

This is the time when the consumer rules the world, right? The time when our experiences are seamless. The time when the companies we do business with have it all figured out. Right? Not quite.

Doesn’t it feel great when you have an amazing experience with a company? Doesn’t everyone love Amazon? Every time we have one of these, we wonder why there aren’t more of them. The technology exists to make these delightful experiences possible. The promise of a world where interacting with a company is a happy experience is exciting. We still have a ways to go, but there is hope.

As our friends at Servion point out in their blog, Gartner predicts, “during the next three years, 60% of digital commerce analytics investments will be spent on customer journey analytics.” Companies are finally putting emphasis on this critical capability and the resulting journey improvements cannot come soon enough for consumers.

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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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