Experience Design and the Sixth Sense

When designing experiences – regardless if it is for a place or event or product or service – you think about how it will be experienced across the five senses: sight, sound, touch, taste and smell. All of these are important but what about the sixth sense? I don’t mean extrasensory perception or ESP but … Read more

Persona Walkthrough

The other day I was helping a good friend and colleague with a “persona walkthrough.” A persona walkthrough is when you “walkthrough” your experience assuming the role of the persona. In this case, we were walking through an online experience. We started with a persona named Sally. Sally is a “Soccer Mom” – she is … Read more

How to Win I-Want-To-Buy Moments

In a Think with Google I-Want-to-Buy Moments: How Mobile Has Reshaped the Purchase Journey blog, they shared five tips to win micro-moments. I supplemented them with further information that should help you execute: Identify your consumers’ I-want-to-buy moments. Talk to them—in stores, through surveys, in focus groups and forums—to figure out when and how they’re … Read more

Tailor Customer Insights to Prioritize Actions

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

Word of Mouth Strategies and Tactics

Source: Modern Comments Customer Feedback Stats From Medipost’s Let’s Rethink How Advertising Works: “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 … Read more

Six Steps to Building a Customer Journey Map

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

Cross-Channel Attributes and the Customers’ Journey

“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

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

Learn, Anticipate and Simplify the Customer Experience across Channels with Predictive Analytics

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

Sales, Service and Product Attract, Retain and Grow Customers with Personas and Journey Maps

Sales job is to find and acquire new customers. Services job is to retain and grow the current clients. Product needs to support both theses objectives. The product needs to provide features that new customers are looking for and features that retain and grow the current client base. In most cases, features that retain and … Read more

Personas, Actors, and Roles

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

Behavioral Data Insights Drive Personalized, Contextually Relevant Experiences

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