Last summer, Jeof and I were the closing keynote speakers at SDL Innovation 2014. It was a great event in the heart of downtown San Francisco. The video of Jeof and I was only available to attendees on their private website but has recently been posted here. It was a long day for Jeof and … Read more
Just as we discussed how to chart satisfaction and value, you can do the same with tailoring your customer insights to prioritize actions. Somewhat like a SWOT analysis, this charts the most important strengths and weaknesses based on your insight data findings. Important weaknesses are where you need to focus ways to improve your customer … Read more
“As far back as 1966 the phrase “word of mouth advertising” was coined in a Harvard Business Review article by Ernest Dichter, the father of motivational research (and the “focus group”). He exhorted the ad community to move from acting as ‘a salesman who tries to get rid of merchandise,’ to the new role of ‘a friend … Read more
Danny Peters is Customer Experience consultant at Conexperience, specializing in Customer Journey Mapping and Customer Experience Management. He posted 6 Steps to Build a Customer Journey on LinkedIn Pulse. He breaks down CJM in six steps: Step 1 – Episodes: Episodes are groups of touchpoints in the customers’ journey. An episode is like a chapter … Read more
Most of you who read this blog know that there is a tremendous Return on Investment (ROI) for delivering a great experience. But sometimes we need some data to share with others for them to understand. This data was complied by our friends at Customer Think: A study of the Value of Customer Experience among two $1 … Read more
“Attribution helps brands track their marketing and media efforts more accurately and show how they impact the overall business.” Daniel Kehrer, VP Marketing at MarketShare, posted in Forbe’s Insights The Truth About Cross-Channel Attribution In Marketing. Cross-channel attribution helps us see a holistic view of our customers’ journey Graphic by Theresa Wilcox Attribution provides clear and … Read more
Contextual Design is a process that includes methods to: collect data about people in context of their intents, desires, and drivers; interpret and consolidate that data; use the data to create prototypes; and iteratively test and refine the prototypes with the target audience it is intended to help to ensure delight. Contextual Design is based … Read more
We are at the intersection of three maturing technologies: mobile devices, cloud services and big data analytics. Experience Makers collect, correlate and analyze data from their customer interactions across channels to learn, anticipate and simplify the experiences they create for their customers. In the Forbes.com post, Using Big Data and Machine Learning to Enrich Customer Experiences, Kurt … Read more
Personas, actors, and roles have been around for a long time. In Greek theater, the persona referred to the “theatrical mask” – a role played by an actor. The Romans expanded the term to indicate a role in a court of law where personas assume roles with legal attributes such as rights, powers, and duties. … Read more
Customer experiences must be contextually relevant, personalized, and synchronized across the channels that they frequent. Organizations need to go beyond demographic, psychographic and geolocation segmentation and capture, analyze and execute on behavioral data about their customers. Smart organizations deliver the right message or offer at the right time through the right channel to the right … Read more
MaryLeigh Bliss did this great post, 3 Marketing Lessons Brands Could Learn From Taylor Swift (Seriously), a little while back that I thought was, not only the right way to reach Gen Y, but is just good common sense. In general, this is what she shared: Get Personal In April, Taylor Swift surprised a super-fan … Read more
Experience design as a discipline runs the gambit from human factors to fine arts. We experience reality from a variety of senses. As experience designers, we map out the affect of each cue along our audiences’ journey with the five senses – sight, sound, touch, taste, smell – the more senses engage, the more memorable … Read more