Usability evaluations assess the degree to which your website, application, product or service can be used by your customers, the efficiency of your solution and the overall delightfulness you deliver. These evaluations are to validate that the tasks are easy to complete. It is a test of the ease of use of your offering not … Read more
Where customer journey maps define your customers – prospects through advocates – touch points with your brand, products and services; service blueprints define the the behind-the-scenes people, processes and technology that supports that journey. Where creating a customer journey maps requires you to “walk in the shoes” of your customer and see your organization through … Read more
User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products. It is an approach that puts the user at the center of the design process and incorporates user concerns and advocacy from the beginning. User experience includes everything that the user can experience – the visual appearance, interactive … Read more
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
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
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
“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
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
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
From Wired Innovation Insight’s blog, The Marketing Tech Differentiator: True Contextualization, Dennis van der Veeke shares with us: “Organizations today often rely on multiple technologies to provide the relevant data points needed to drive customer experience. These systems, however, tend to lack seamless integration with each other, resulting in a disjointed brand experience. To meet … Read more
Information Technology (IT) refers to anything related to computing technology, such as your computer network, hardware and software that connect you to the Internet, and the people that work with these technologies. Many organizations have an IT person or department depending on their needs. As we are at the intersection of the Information Age and … Read more
We are in the Experience Economy that Pine and Gilmore predicted – a customer-centric marketplace that Forrester calls the Age of the Customer where: “A customer obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of an engagement with customers, and prioritizes these over maintaining traditional competitive barriers.” We … Read more