Quale Customer Experience se siamo tutti dei pesci rossi?

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AICEX: una bella sfida per le aziende, farsi ricordare quando la soglia di attenzione dei clienti è quella di un pesce rosso!
study from Microsoft involving more than 2,000 people has found that the average attention span has dipped to a low 8 seconds – down from 12 seconds in 2000. A goldfish has an attention span of 9 seconds.

There are many effects from smartphones and the like on the human body which are never written about. Information technology (IT) is much more powerful in unrecognized ways than is generally acknowledged.

Because these various IT devices are often very close to a person’s body, they can and do have profound effects on the human bioelectric field. The key factor in this ever-intensifying dynamic between human and technology is the length of time of daily interaction.

Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti

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. Continue reading “Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti”