by twieberneit | Apr 18, 2016 | Blog |
A brief while ago I had a talk with Ian Hodge, a very established Australia based consultant. One of the topics we talked about was what customer experience is and how to measure it. This led to following brief conversation on LinkedIn. Hi Ian, you told me that you are thinking about what customer experience is about. Have a look at below article by Paul Greenberg. The main topic is something else but in the second half there are some very good thoughts. http://www.zdnet.com/article/adobe-doubles-down-but-it-cant-stay-in-vegas/ Cheers Thomas Thx Thomas – interesting. I like the “catch 22” problem that delighting a customer runs the risk of increasing expectations etc. An interesting challenge I perceive is the integration of data analysis with creativity in design. This was always an important aspect of “marketing” and now applies more intensively and broadly with designing “customer experiences”. Look forward to keeping in touch. Rgds Ian yes, this challenge is what I tried to voice. It is not always a technology approach. But then once could have the idea of using marketing approaches to it – at least in a B2C world something like the following could work in the digital world: Try different approaches (designs) and roll them out to different target groups. Let it run parallel to current state while gathering data. This can be usages, usage patterns, abandoned carts, changes to cross-, upselling behaviour, recommendations, endorsements, etc. Apparently this needs to be planned. bugger – hitting enter to send should be forbidden đ Combine this with sentiment analysis and all of the sudden you have an approach that can cover both: The consumable experience...
by twieberneit | Aug 21, 2015 | Blog |
CRM Evolution 2015 was a very vibrant conference with lots of discussion that included a number of high profile industry influencers. For me as a first time attendee it was amazing how approachable many of these people are. But then this might come with the territory. To understand these takeaways it is important to know that my reason for attending was getting into closer touch with what is going on in the CRM world outside SAP – and New Zealand. So, these are purely notes and thoughts that result from sessions, discussions with influencers, speakers and other conference attendees, and not learnings from vendor briefings. Also, this event was split into three separate conferences: CRM Evolution Customer Service Experience Speechtek I nearly exclusively concentrated on CRMEvolution and one session from the Customer Service Experience. First things first: Was it worthwhile coming all the way from NZ? This is very clearly a yes. Paul Greenberg and the team did an amazing job in lining up interesting speakers. What now are the topics that currently seem to move the industry in random order? Customer engagement (CEM), customer experience (CEX), customer journey (CJ) and how these topics relate to CRM Big Data, with a view on the Internet of Things IoT, and related to it: Predictive analytics How to do things CRM right Not surprisingly: The Future of CRM (technology as well as industry) Also not surprisingly these are all interrelated. CEM, CEX, CJ and CRM The intersection of these three topics is extremely interesting. These are also controversially discussed topics. Paul Greenberg recently, in another âstake in the groundâ article, gave...
