Tag: loyalty

The Guardian: Ecco perché l’innovazione non è sempre la scelta migliore

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Customer Neuroscience, IoT, Data, Analytics, Marketing, Loyalty
Could employing staff on checkouts turn out to be a key point of difference for supermarkets? Photograph: Bloomberg via Getty Images

AICEX SUMMARY: “Consumers are reacting against the dehumanisation of experiences and increasingly will want to find a person on the other end of the line”. // “As we’re increasingly becoming more and more technology-obsessed, many business leaders have come to the false conclusion that technology should lead their brands”.

As study after study predicts huge swaths of jobs will be wiped out by automation in the coming decades, there’s one factor that might just throw a spanner in the works of the robot workforce takeover: the marketing power of brand human.

Just as Fair Trade and organic branding initiatives have convinced consumers to pay a higher price for products and services that might not be produced in the most coldly efficient way possible, businesses are realising the potential to carve out a niche in the face of growing disenchantment with the rise of the machines.

Marketers have identified a range of branding benefits to retaining human talent in the face of cheaper and more efficient automated alternatives – from the ethical glow of providing employment for communities to the customer relationship-building potential of human interaction.

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Forbes: la Customer Experience serve per far star bene i clienti, non le aziende!

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience
 

AICEX: Tanto per evitare incomprensioni, se i Clienti stanno bene quasi certamente stanno bene anche le Aziende di cui sono clienti! : )   

Photo: Shutterstock – Author: Micah Solomon,  Forbes Contributor

A great customer experience is one where customers feel good, even look good, during their time spent doing business. So, it’s important that a business invest in whatever will improve a customer’s feelings and self-esteem.

I was recently reminded of  this customer experience principle in, of all places, the bathroom. To be specific, it came to me while I was standing in front of my bathroom mirror at the gorgeous Old Edwards Inn, a luxury resort in Highlands, NC. (No, this isn’t how I always travel, I’m afraid. I was there for work. But I didn’t enjoy it any less.)

The version of my face that I saw smiling back at me had a healthy glow and an almost halo-lit appearance.  Optimistically, if preposterously, I was tempted to attribute this to my brief time in the North Carolina mountain air.  Whatever the source, looking good was an immediate boost to my spirits, particularly since I was slated to step onstage within the half hour.

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Ecco cosa stanno sbagliando Apple, Google, e Tesla

su da Gian Carlo Mocciin Digital, Design, UX, IoT, Data, Analytics, Social, Media, Mobile
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But that doesn’t mean Norman isn’t critical of the direction of Silicon Valley’s powerhouse companies often celebrated for merging technology and design. In a casual, stream-of-consciousness conversation with Co.Design, Norman dissected what’s wrong with Apple, Google, Microsoft, and, as a little bonus we pushed for, Tesla.

APPLE—FOCUSED ON AESTHETICS OVER FUNCTIONALITY

In 2015, Norman penned a scathing review of Apple’s design. We asked if he’d seen the company improve since then.

“I think Apple’s products have gotten worse, not better.

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La Customer Experience è il nuovo “Prodotto” da vendere ai clienti

su da Gian Carlo Mocciin Customer Experience, Customer Journey, Digital, Design, UX, Marketing, Loyalty

AICEX: In effetti è sempre un tema di “Servitization”. Del resto con la Realtà Virtuale/Aumentata etc.. non offriamo forse delle “semplici” Esperienze?

This is the time when the consumer rules the world, right? The time when our experiences are seamless. The time when the companies we do business with have it all figured out. Right? Not quite.

Doesn’t it feel great when you have an amazing experience with a company? Doesn’t everyone love Amazon? Every time we have one of these, we wonder why there aren’t more of them. The technology exists to make these delightful experiences possible. The promise of a world where interacting with a company is a happy experience is exciting. We still have a ways to go, but there is hope.

As our friends at Servion point out in their blog, Gartner predicts, “during the next three years, 60% of digital commerce analytics investments will be spent on customer journey analytics.” Companies are finally putting emphasis on this critical capability and the resulting journey improvements cannot come soon enough for consumers.

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