Una cosa che non ti diranno mai sulla Customer Experience

Photo: Silence by Creatorid'immagine from the Noun Project

AICEX: “Content is King” diceva Bill Gates oltre 20 anni fa, nel 1996. Da allora nel Mondo è cambiato tanto, ma molto meno è cambiato nelle nostre teste. E i contenuti sono “cibo per il cervello”, cambiano aspetto, cambiano sapore, cambiano i luoghi nei quali li consumiamo, ma il loro scopo è sempre quello di fornire energia e nutrimento.

If you have talked to your digital marketing agency recently, read the latest from Google, or perused your favorite marketing blog, you have likely come across arguments in favor of better customer experience. If you have watched a webinar about digital transformation or trends in online commerce, chances are there was mention of the importance of customer experience to remain relevant and build loyalty among your customers.

What these fantastic resources and experts may have told you is that you need to create a personalized and compelling experience for each and every buyer or shopper. Sounds great, right?

The Dirty Little Secret
What they likely didn’t reveal is the dirty little secret about Customer Experience.

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HBR: Ecco le 4 prospettive future per i CMO


AICEX: Un interessante articolo per ragionare sui futuri assetti aziendali, inclusi i rapporti tra CEO e CMO.

There are some new faces these days in the boardroom. They have new titles like Chief Customer Officer, Chief Revenue Officer, Chief Digital Officer, and Chief Experience Officer. These executives have responsibilities we might expect to reside within marketing. That leaves Chief Marketing Officers with a decision — do you see the rise of these roles as an opportunity or a threat? Our conversations with marketing leaders suggest that CMOs are indeed at a crossroads with four potential paths:  up, over, down, or out.

The reason for these new roles is that we’re entering a new era of digital transformation. Over the last decade, most companies’ digital agendas have focused largely on technology — moving to cloud-based software, modernizing IT infrastructures, adding digital channels, and digitizing business processes. These efforts have enabled operational efficiencies, cost reductions, and greater agility, preparing companies for the next phase of digital transformation: driving growth. So leaders have turned to what ultimately drives growth: creating value for the customer and using new technologies to transform the customer experience.

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Come le aziende potrebbero utilizzare i dati che possiedono

 AICEX: La tecnologia ci consente di tenere facilmente traccia del 100% delle customer journey sui canali digitali, ma i processi e le organizzazioni aziendali talvolta rappresentano un ostacolo.

It is no longer enough for businesses to have a dedicated mobile website — in fact, Gartner predicts that 20 percent of brands will abandon their websites by 2019. Realizing this trend, some companies have already adopted a “mobile first” approach. Separate versions of a site are unwieldy and introduce unnecessary confusion, both when a visitor accesses a site via a different device, or when an IT department attempts to fix a bug on the back end. While individuals still advocate for a central company website, the growing importance of social media cannot be denied.

In a similar way that customers expect a consistent experience across multiple channels and devices, it only makes sense that advanced enterprise digital analytics solutions, such as session replay, click maps, and conversion optimization solutions will converge as well and be supported by web and mobile unified platforms. This convergence of analytics will enable companies to move away from a siloed channel-centric approach and embrace a truly customer centric approach. With 2017 being the tipping point for this shift, below are four predictions that will revolutionize the way enterprises look at customer data:

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