Sean Van Tyne

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Customer Insights

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

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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

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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

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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

Context Brokering: The Secret to Personalized Brand Experiences

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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

Innovation Through Empathy Maps

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If there is such a thing as a  Design Thinking geek – I’m it. My new favorite Design Thinking technique is Empathy Maps. Empathy Maps are a tool to help synthesize your observations to discover insights about your target audience. Empathy Maps are to Design Thinking what  SWOT Analysis is to business. They are simple … Read more

Multisensory Experience Design Research Methods

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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

A Customer Journey Map Workshop

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Just last week I ran a customer journey map (CJM) workshop at FICO World 2014. I always enjoy the enthusiasm for customers and engagement around designing better customer experience that happens at these workshops. The secret to any good workshop is to facilitate an environment of trust where the participants can be free to share … Read more

Designing a Consumer Product Packaging Experience

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“We know that consumer purchase decisions are often made quickly and subconsciously, but there are opportunities where it’s possible to influence a consumer’s perception of a brand. People often make buying decisions by using all five of their senses and once product designers discover what each of these sensory influencers are, they can develop packaging … Read more

Four Must Dos for your VoC Program

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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

Data to Delight in the Age of the Customer

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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

SDL Innovate 2014 Keynote Session – The Customer Experience Revolution

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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

Designing Experiences for E-Commerce Shoppers

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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