Tag: customer experience design

La Customer Experience è il Futuro del Design

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

Adopting practices that elevate the customer experience will undoubtedly produce a return on investment and provide a steady foundation for your brand.
Article No :1580 | February 19, 2016 | by Chuck Longanecker

There was a time when businesses could depend solely on the quality of their products to bring in new business. Success came from a company’s sole focus on delivering a dependable and highly functional product/service to the market.

Today, that’s simply not the case. The majority of large brands have become marketing machines, competing against each other’s’ hype instead of being user-centric in the design of their products and services. Product differentiation has become a “me too” gimmick and is no longer viewed as the success factor in big business today.

But change is coming. Consumer habits and preferences are evolving for the products and services they use. For example, while shoppers used to browse in stores before deciding what to buy, Deloitte reports that more than 49 percent of consumers have researched which product before they even step into a store. The modern consumer has access to nearly all the information on the planet in their pocket, which is becoming a force field for interruption and coercive marketing. They are no longer held hostage to what is available to purchase, hire or engage locally. They have a choice and want that choice to align with their personal values and a meaningful experience.

A new generation of businesses that were mere startups a few years ago and are now billion dollar darlings have a new trick up their sleeve that they’ve learned from the luminaries of yesteryear. They are focusing on the customer experience in both their product/service design and business model, instead of a heavy emphasis on marketing and sales strategy, a road paved by service heroes such as The Four Seasons and Nordstrom. Fortunately, their success is starting to encourage big business to rethink their approach.

Focusing on the customer experience and its design affords businesses the opportunity to differentiate in a more meaningful way. It has even been predicted that customer experience will overtake price and product as key brand differentiators by 2020. The businesses that will triumph in their verticals are those who elevate their customer experience from ordinary to extraordinary.

What is Customer Experience Design?

Continua a leggere “La Customer Experience è il Futuro del Design” →

Forbes: L’Empatia, il Design Thinking, e la Centralità dei Clienti

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience

SAPVoice Empathy An Obsession With Customer-Centric Innovation by Kaan Turnali

To deliver innovative, customer-centric solutions through design thinking, we must begin with empathy.

In its simplest and purest form, empathy enables us to not only experience and understand another person’s circumstances, but it also puts us in our customers’ shoes to experience what they are feeling. This is where we find the innate struggle born out of user frustrations and bound to the intrinsic value chain of the user experience.

Without a doubt, empathy is the most important design thinking principle I will cover in this series. Its universal application offers infinite promise.

Customer-centric design is about looking out from the inside—rather than outside in

Continua a leggere “Forbes: L’Empatia, il Design Thinking, e la Centralità dei Clienti” →

Forbes: Essere ‘Tolleranti’ agli errori dei Clienti. I casi Apple e Mercedes di Customer Experience Designer Strategy

su da Gian Carlo Mocciin Customer Experience, Digital, Design, UXLascia un commento

AICEX: Il difficile è rendere le cose semplici e quando un Cliente commette degli errori è spesso a causa dell’Azienda. Se fosse tutto “a prova di bambino” forse non sbaglierebbero.

Micah Solomon ,CONTRIBUTOR – I write on customer service, customer experience and corporate culture
Opinions expressed by Forbes Contributors are their own.

I’m sure you’re a tolerant person, but what about your business? As a customer experience designer, the strategy of “error-tolerant design” (for example, the Apple “lightning” connectors that literally don’t have a “wrong way” to plug in) and the related concept of “behavior-shaping constraints” (e.g., a car transmission that needs to be in ‘‘Park’’ before the key can be removed, or that needs to be in park or neutral for the ignition to kick in), are powerful concepts I want to share with you today.

Continua a leggere “Forbes: Essere ‘Tolleranti’ agli errori dei Clienti. I casi Apple e Mercedes di Customer Experience Designer Strategy” →

Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

NOTA AICEX: dopo aver discusso di come Steve Jobs “non ascoltava” i desideri dei suoi clienti, ecco una visione diametralmente opposta. I vostri clienti ne sanno molto più di voi.

Do you remember the first day you realized that your customers knew more than you, that they had expert knowledge that you lacked?

It was probably a humbling and, I hope, teachable moment (with you as the teachee), leading you to think about how to build a customer experience in our age of information.

Auto dealers have had these encounters for years with obsessive gearheads who come armed with stats beyond anything a salesman has time to research or rebut.

But now, for all of us in every field of commerce, the advent of Google and the transportability of Google via mobile phones has turned your garden variety customer into an expert. Simply through the power of the customer’s thumbs. And soon, with Google Glass, through the power of the customer’s augmented eyeballs.

To illustrate, let’s cast me as the customer, rather than as service provider or customer experience designer, for a moment. What follows is a true story. Only the names have been, you know.

One Saturday morning I found myself trekking to the guitar store uptown because I needed strings for a ‘‘Baby Taylor.’’ (A Baby Taylor is a more portable version of a standard acoustic guitar.)

The clerk, who was knowledgeable in an approximate sort of way, told me he thought that medium-gauge, full-length guitar strings would work well: just cut off the excess length as needed to make them fit the ‘‘baby.’’ I had a hunch that his answer might be incomplete, and I vaguely wondered why the clerk didn’t look in his system for Taylor’s ‘‘manufacturer’s stringing recommendation’’ before advising me. I didn’t wonder for long, though, before turning the issue over to my iPhone. With just a few thumb strokes—‘‘What kind of strings should I use on my Baby Taylor?’’—

I found an official, enthusiastically detailed description of which strings to use and why the decision matters: Continua a leggere “Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.” →