Tag: Customer Journey

Customer Experience Touchpoints: 5 suggerimenti per gestire il cambiamento

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Marketing, LoyaltyLascia un commento

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AICEX: se mappi una Customer Journey poi dovresti anche cambiarla : )

Modern businesses change often and rapidly.  What you focused on 12 months ago will often evolve into a new perspective a year later.  It’s really important for customer experience practitioners to acknowledge and embrace change and ensure that the customer journey for which they are responsible evolves in line with product and business requirements.  Failing to do so creates a disjointed and clunky experience, reducing customer engagement and ultimately reducing recommendation and satisfaction.  One of the best ways to keep it simple and manageable is to track your customer touchpoint. Many respected authors and publishers give great steer on how you should carry out this work initially.

Customer experience touchpoint invariably represent your “moments of truth” within your customer journey – that is to say the moments of truth and the moments of pain when you have the most ability to delight or frustrate your customers.  As change happens, being in the loop to re-map your customer experience touchpoint, consider impact and make changes to processes and systems reduces negative impact.  If you’re in an organisation that is silo’d you may not have the good fortune to make the changes in advance.  You need to quickly respond and make the changes to avoid a poor customer experience.  Here’s five tips on the best approach to take.

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Forbes: La Customer Experience è il nuovo campo di battaglia per il Business

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty
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AICEX: Ancora sul ruolo del (nuovo) Marketing 🙂
Tim Clark, SAP

We’ve heard it all before: thanks to digital disruption, traditional brand marketing is losing its luster and the customer is now in charge. To wit, Gartner predicts this is the year companies will compete primarily on the customer experiences they deliver. But if businesses are no longer able to compete on price, and the customer experience truly is the new battleground, what can be done to meet this sea change?

At the SAP Hybris Summit held this week in Munich, a fascinating session called “Mapping the Customer Journey To Your Business” provided tangible steps any business can take if they want to remain competitive in today’s digital economy.

“At the end of the day it all starts and ends with the customer journey,” said Damir Saracevic, Rivet CX Group. “If it doesn’t, customers will simply go somewhere else.”

Recent Gartner research suggests CMO’s are to lead this cross functional charge. But it’s not that easy to achieve because the customer journey doesn’t end after buying cycle is done.

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Content Marketing, Customer Journey, Personas

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

persona

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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Mappa che ti passa

su da Gian Carlo Mocciin Customer Journey, OtherLascia un commento
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AICEX: Ricordiamo che dopo il Customer Journey Mapping dovrebbero seguire gli action Plan e una nuova mappatura a valle degliAction Plan 🙂

Defining the journeys that matter and deciding where to begin the transformation requires both top-down, judgment-driven evaluations and bottom-up, data-driven analysis; pursuing both of these efforts in parallel is the best approach.

A journey mapping session, drawing on existing research, may be sufficient to identify the most significant journeys and the pain points within them. That research is typically fragmented and often includes data on the customer volume in a given journey, reasons for call center complaints, and obvious gaps in performance.

  • Examples would be discrepancies between promises made in marketing materials and services actually delivered, or inability to connect customer touch points across various channels.

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