Tag: cxo

Angela Ahrendts: Fashioning Experience Design per Apple

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: proveniente da una prominente azienda del settore della moda, Angela Ahrendts è stata scelta da Apple per ridisegnare e massimizzare la customer experience di Apple. Dov’e’ Apple oggi? Sarà possibile traslare metodologie tipiche della moda alla tecnologia?

To rise to prominence in the fashion industry, such as Angela Ahrendts has done, means you have to be very good at experience design: that is, leveraging and maximizing the experience of the consumer as he or she interacts with a product. Here’s how it works in the fashion world:

  • Immersive experience design is the ability to turn customers into ardent and loyal fans. You won’t find a more immersive experience than a fashion runway: the desire to be fashionable (whatever that means) is ingrained into our collective psyche.
  • Magnetic experience design is the ability to draw customers in through the power of a positive experience. Again, the fashion industry exemplifies that as the undisputed style leader.

Angela Ahrendts created a masterpiece of experience design at the fashion house Burberry. It seems that the next challenge in front of her, Apple AAPL +0.66%, will push her experience design skills to the max.

Angela Ahrendts created a masterpiece of experience design for Burberry, can she recreate that success for Apple users?

Where is Apple Today? Continua a leggere “Angela Ahrendts: Fashioning Experience Design per Apple” →

Perché Steve Jobs non ascoltava i suoi clienti ?

su da Gian Carlo Mocciin Customer Experience, Marketing, LoyaltyLascia un commento

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

—Steve Jobs

This quote became legendary as one of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered by so many because of the bold implications that Jobs makes about customer feedback.

Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree with Steve Jobs’ sentiments.

Today we are going to look at a few split opinions on the quote, comparing the merits of focusing on internal innovation versus the insights to be gained from customer feedback. Continua a leggere “Perché Steve Jobs non ascoltava i suoi 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” →