La Customer Experience nel giardino botanico di Sydney

Un giardino botanico è pieno di vita, ci sono tanti altri esseri viventi, e una visita al giardino botanico, se ben strutturata, diventa una esperienza densa di piacevoli, curiose, e indimenticabili sorprese. E naturalmente un pochino di Digitale, VR, AR, e AI possono aiutare. 

Director of visitor experience shares how the team is using physical and digital to better target and augment the experience of the Royal Sydney Botanic Gardens.

When seen on a map, Anthony Dunsford’s responsibilities appear as a few hundred hectares of open space. But in 2017, that open space attracted over 400 million visits.

Dunsford is the director of visitor experience for Botanic Gardens and Centennial Parklands (BGCP), overseeing customer experience at four of Sydney’s most iconic recreational spaces, including the Royal Botanic Garden Sydney.

It is a role that requires careful balancing of the desires of commercial operators against the needs of a wide variety of Sydney residents, within an urban environment that is demanding more and more from its open spaces.

“Name a target market, and we can name a product or experience we have for them, which is quite a unique position,” Dunsford tells CMO. “It really is a diverse user groups that we have to manage, and manage the overlap and conflicts of those different user groups.”

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Forbes: Empatia, Design Thinking e l’ossessione per la Customer Centricity

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

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The Washington Post: Usa il Design Thinking per deliziare i Clienti

AICEX_Quadrato_Bianco
AICEX: UX, DX, CX, Design, … tutta una stessa famiglia ..
For better than a decade, managers have been taught that focusing on the customer provides a sure path to success. Initiatives such as “voice of the customer” and tools such as “net promoter score” have helped us to better manage these all-important relationships. But what do you do when you hit a plateau, chasing ever smaller niches with ever expanding offerings that yield less and less?

Increasingly, companies that excel at serving customers are turning to unique approaches to find value propositions that continue to move the needle. Intuit, a leader in the development of personal and small-business software, is one such company. It is at the forefront of using design thinking to inspire innovation that delights customers.

Since Intuit’s inception, founder Scott Cook emphasized creating products that were easy for customers to use. Despite this, the company began to observe a narrowing gap between competitors’ product performance and their own offerings. Sensing an opportunity, former chief executive Steve Bennett pulled together a small team of several senior operating managers, their chief strategy officer, and Kaaren Hanson, Intuit’s design innovation head, to address the question of what was next. What lay beyond ease?

The team’s answer was delight, and they identified design thinking as an important strategy for getting there. Design thinking’s ability to uncover customers’ unarticulated needs and its processes for testing potential success with small inexpensive experiments provided the framework they needed. The team ultimately focused on three core design principles: “customer empathy,” “go broad before narrow” and “rapid experimentation.”

http://www.washingtonpost.com/business/capitalbusiness/use-design-thinking-to-reach-customers/2014/05/02/6e7a99c0-d05c-11e3-937f-d3026234b51c_story.html?postshare=641439724804671