Buyer Personas e Customer Journey sono cose vecchie

AICEX: Se pensiamo a compratori (buyers) e clienti (customers) dimenticando che parliamo di persone continuiamo a fare ciò che si è fatto negli ultimi 40 anni, quindi niente di nuovo.

Five years ago we were consumed with “Buyer Personas” and the daunting creation of engaging “Customer Buying Journeys.” Ah, but we had Big Data—“fail proof” analytics—what could possibly go wrong?

A lot. How many ongoing education sessions did you attend in pursuit of the seamless customer experience, learning how to create 10, well 8, no really, 5 “basic” personas that could be cast wide like fishing net over your current and prospective customers?

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Cosa le Neuroscienze ci insegnano sulla Customer Experience

shoppers brain retail neuroscience

AICEX: Forse il Digitale ci sta facendo “regredire” rendendoci meno “Sociali” sia come persone che come clienti.

The following Q&A excerpt with David Kepron — Vice President of Global Design Strategies for Marriott International and author of Retail (r)Evolution — was originally published in Credibly Business Journal: Understanding the Needs of the New Consumer, the first in a three-part series on retail trends and innovation. For more of our conversation with David, download the journal right here.

CREDIBLY: What are our brains doing when we’re shopping?

DAVID KEPRON: Our brains are ultimately geared towards the recognition of patterns and the interruptions 
in those patterns. Some of these patterns have shaped our brains in ways that are consistent across all cultures and all races, and we all
 share some of them. For example, when we see a snake, or the grass moving as we walk along the path, we’re likely to jump out of the way. That’s cross-cultural. Those instinctual reactions to experience are born into us because of our evolutionary development over millions of years.

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