“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
MillwardBrown Digital conducted a digital survey via mobile or desktop devices that included 1018 US respondents ages 18 – 69 who own or have access to a smartphone or tablet. The survey, Getting Audiences Right: Marketing to the Right Generation on the Right Screen, was conducted October 2014 and found: DEVICE USAGE VARIES BY GENERATION … 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
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
From mycustomer.com’s Voice of the Customer measurement: Which metrics are right for you? by Stacey Nevel, here are four “must dos” for a successful Voice Of the Customer (VoC) program: Engaging stakeholders – align your VoC program with the business goals and provide actionable insights to support those objectives like increase revenue, reduced costs, increase cross sell, increase customer-centricity, … Read more
So how do you make the complex simple? How do you accommodate a person’s first-time experience from their familiar routine from their advance experts needs? With progressive disclosure. Progressive disclosure is an interaction design technique to help maintain the focus of a person’s attention by reducing clutter, confusion, and cognitive load by presenting only the … Read more
A recent Nielsen Norman Group study found that organizations that have adopted an agile development process are more proficient in execution but some have abandon research and design best practices and degrade their customer experience. Unfortunately, the study found, that most organizations following the agile development process didn’t include research on a consistent basis, if … Read more
Paul Brooks wrote this article for UX Magazine about developing personas for team. Personas are a stand-in for a group of people who share common goals. They are fictional representatives—archetypes based on the users’ behaviors, attitudes, and goals. Usually we make the distinction between Buyer Personas and User Personas where the Buyer is the person … Read more
I was having lunch with a colleague – catching up on family and his new gig, when we got on a conversation about the difference in US and Japanese business cultures (he has spent the last 25 years working in both). One thing in particular that stood out to me was that Japanese companies have … Read more
Jeofrey and I shared our aggregate views of what makes the best customer experience companies better, different, more profitable and sustainable at the SDL Innovate 2014 in San Francisco. We shared that these “Experience Makers” dominate their industries and change customers’ lives. We shared insights about leadership, best practices and decision making, based on the interviews … Read more
The Nielsen Norman Group has identified five types of e-commerce shoppers: Product-focused shoppers know exactly what they want. They only want to locate the product, confirm it’s the right one, and buy it. Some don’t even look at product descriptions at all – a quick look at the name and picture confirms that the product … Read more
It has been an exciting year for Jeof and I and The Customer Experience Revolution this month. We had a great time as Closing Keynotes at SDL Innovate 2014 in San Francisco, the book went into a third printing, and Brigantine Media just released this trailer.