Tag: Customer Journey

Design e Customer Experience

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, LoyaltyLascia un commento

AICEX: quali sono le relazioni tra design di un prodotto e Customer Experience? Ciò che conta è ideare prodotti che piacciano davvero ai futuri clienti e che servano a soddisfare i loro bisogni. Tutto nell’ottica di una perfetta CX.

There has been a great deal written about “design thinking” in the past few years.  Much focus has been placed on its value in helping define business strategy, with design firms around the world claiming that they have evolved beyond their role as developers of products into a new role as business visionaries.

It seems nearly every firm with a design practice has a “proprietary and unique” problem-solving process that will unlock the magic combination of Customer Experience, Brand Vision and Strategy – transforming any company into the next Apple. This is only half true. Design is a process that helps people develop systems that other people will use.  This process can be applied to software, buildings, space shuttles, tea kettles and organizational structures.  CX design is about applying design’s problem solving capacity to align a business to face its customers. It needs to work across channels, touchpoints and media – making it different from other fields.  Software designers make software.  Automotive designers make cars.  CX designers enable experiences. But no one owns this process.  Its origins are ancient.  Its effects are ubiquitous in the modern world and permeate every facet of our lives.  This is the first of a two-part story – about how this process came to be, how it works, and how it can be leveraged to build a better connection between a business and its customers.

Continua a leggere “Design e Customer Experience” →

Andare “Fuori Strada” con la Customer Journey

su da Gian Carlo Mocciin Customer JourneyLascia un commento

NOTA AICEX: Si parla tanto di Customer Journey ma talvolta quella che abbiamo in mente noi non è quella che vive veramente il Cliente, anche se ne siamo convinti.

Image “Barton Highway” courtesy of Bidgee

Today I’m pleased to share a guest post by Fred McClimans, Partner, McClimans Group.

In this post, Fred addresses the challenges faced today in aligning your operations to the way your customers discover, engage, purchase, use, and discard your product, and outlines five steps you can take to stay in the same lane as your customer.

INTRODUCTION
Understanding the journey that a customer takes when dealing with a business or brand can be an incredibly valuable asset, allowing a brand to map their customer’s journey throughout the life of their relationship. This is true for both B2C and B2B (and potentially C2C) markets. When used properly, this helps a brand understand, and align itself, with the process that a customer follows when discovering, purchasing, and ultimately discarding, a product or service.

When the journey of a brand and a customer are aligned, the customer and the brand follow the same path, building a relationship that becomes one of transparency, understanding, and trust – each can anticipate the other’s actions, a key to enabling (and encouraging) customers to become loyal advocates. They travel the same road, with the same on-ramps, signs, rest stops, and exits.

But when there is a problem, and expectations are not met, or even established, the customer journey can quickly go off the path, becoming more of an off-road rally. Key to avoiding that 4×4 experience are some simple steps that brands can take to help keep the brand and customer aligned through the customer’s journey. Continua a leggere “Andare “Fuori Strada” con la Customer Journey” →

Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti

su da Gian Carlo Mocciin Marketing, Loyalty, Social, Media, MobileLascia un commento

NOTA AICEX: Oramai le tecnologie Mobili sono talmente diffuse che incerti ambiti si potrebbero fare customer journey esclusivamente basate sui “Mobile  touch points”. Colossi come Starbucks hanno Dieci Milioni di Clienti che utilizzano le loro Mobile App. 

Globally, consumers will own more than six billion mobile phones by the end of 2014, and about two billion of them will be smartphones. With this penetration comes the mobile mind shift – the expectation to be able to access any information or service on the mobile device, in the moment of need.

What’s more, consumers reach for their mobile phones 100 to 200 times a day. In these mobile moments, they expect companies to understand their context and offer relevancy as well as both curated and streamlined experiences on mobile devices. They want to see if their children are home from school, buy coffee, access coupons, check in for a flight, check stock prices, use Skype to call Singapore, and play Candy Crush. Enterprises must learn how to, and then serve, customers in these mobile moments. Otherwise, they will lose – an entrepreneur like Uber’s Travis Kalanick will disrupt their business just like he did with taxis.

Mobile moments extend all of the way through the customer’s journey.

But while mobile has definitively become the most important digital platform for most companies to engage with their customers, too few enterprises have embraced this opportunity. Too many view the mobile phone as simply a smaller screen or another channel.

Only a few businesses, like Starbucks, have been able to curate and own mobile moments with their customers. More than 10 million customers engage with the coffee chain each week through its mobile payment app. Starbucks owns what we call Loyalty Mobile Moments. For them and others like Citibank, USAA, and United Airlines, they must strive to excel in those moments of truth. Continua a leggere “Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti” →

McKinsey: Digitalizzare il consumer decision journey

su da Gian Carlo Mocciin Customer Journey, Social, Media, MobileLascia un commento

NOTA AICEX: ricostruire l’esperienza cross-channel del cliente non è certo una impresa facile. Utilizzare gli strumenti digitali per fornire ai clienti informazioni just-in-time e ben targetizzate, potrebbe aiutare. Molte aziende sono però ancora convinte di fare già tutto alla perfezione in questo ambito: sarà vero? Tali aziende si rendono conto di quanto complesso sia gestire le interazioni con i clienti digitalizzati?
La soluzione gira sempre intorno ad uno degli elementi cardine di una buona customer experience e cioè la visione del cliente a 360 gradi, raccogliendo in un unico repository (hub) tutte le interazioni con l’azienda: social, voce del cliente, crm, campaign management, dati finanziari, predictive analytics e chi più ne ha più ne metta. Le soluzioni tecnologiche sul mercato sono molteplici, alcune delle quali disponibili anche in Europa.

In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how.

June 2014 | byEdwin van Bommel, David Edelman, and Kelly Ungerman

 Many of the executives we speak with in banking, retail, and other sectors are still struggling to devise the perfect cross-channel experiences for their customers—experiences that take advantage of digitization to provide customers with targeted, just-in-time product or service information in an effective and seamless way.

Video

How consumer behavior keeps changing 

How consumer behavior keeps changing

McKinsey’s David Edelman explains how purchasing decisions are made in a digital world. Continua a leggere “McKinsey: Digitalizzare il consumer decision journey” →