Tag: Customer Journey

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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Retail Trends ai quali forse non hai ancora pensato

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Marketing, Loyalty

AICEX: 3 cose ci hanno incuriosito. 1) essere piccoli sarà un vantaggio 2) gli uomini spendono più delle donne 3) la spesa condivisa complicherà le attività di analisi dei dati e dei programmi loyalty. 

Trends, like rainstorms, can be fairly easy to predict. You look at the current conditions on the radar screen, consider their proximity and can pretty much nail where and when the rain will fall.

This goes for retail events as well as the weather. Consumers increasingly use their mobile devices in the shopping process. They expect more personalized, relevant shopping experiences. They research online and purchase in-store. These practices and preferences have been steadily advancing, so it is easy to predict and prepare for the continuing trends.

However, it’s those events that are just under the radar, those freak storms that come from nowhere, that tend to have a more lasting effect. These under-the-radar trends are also occurring in retail, but with less notice.

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Per favore basta con le Customer Journey

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

AICEX: Talvolta ci sfugge che le Customer Journey sono “un mezzo” e non il fine, al pari di un organigramma o di un elettrocardiogramma. Senza un cardiologo bravo l’elettrocardiogramma serve a poco, e dopo il cardiologo potrebbero servire molti altri specialisti 🙂 

”No more journey maps, please!” was the response of a Chief Customer Officer of an EU telecom company when we asked her about how she and her team went about, well, mapping and measuring customer journeys.

This executive was disappointed with the journey mapping process because she struggled to understand what constituted a ‘good’ or ‘bad’ customer journey map with the tools at her disposal. What should her team focus on first? How could she use the insights from the exercise to design a customer journey that actually works? Continua a leggere “Per favore basta con le Customer Journey” →

La Customer Journey è arrivata al capolinea?

su da Gian Carlo Mocciin Customer Journey, Digital, Design, UX
The end of the road for customer journey mapping
AICEX: Prima in tanti facevamo survey per poi tenerle nel cassetto. Adesso in tanti facciamo Customer Journey per poi tenerle nel cassetto. Cosa faremo tra qualche tempo per poi tenerlo nel cassetto? 🙂
I’ve just finished reading Altimeter’s excellent ‘2016 State of Digital Transformation’ report (1), and one stat jumped out at me: ‘Only 25% of companies undertaking digital transformations have mapped their customer journeys’. *Sharp intake of breath from the UX and CX purists*, but this sounds like progress to me.

According to John Seely Brown, ‘the half-life of a learned skill is now just five years’ (2). Customer journey mapping has been around for almost 10 years, so is it teetering on obsolescence. There’s plenty of evidence to suggest it is.

Conferences are filled with consultants claiming they saved the world with journey mapping, while every enthusiastic amateur with a sharpie is now a ‘journey mapping expert’.

So is it time to abandon the tool that has underpinned customer experience transformation for the last 10 years?

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