Designing service
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Designing  service
One of the misunderstandings of these days is that a designer has an artist or artisan background. In that approach designers are idea generators, visualizers and prototypers.   That is not our point of view. Our adagium comes from the management writer Herbert Simon, who stated that "Everyone designs who devises courses of action  aimed at changing existing into preferred ones".  As stated by others, this version of design tends to abstraction and general expertise.   The focus of this blog is service and services. In our world  service is exchanged for service. All firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based. And just even government and other institutions are always exchanging services for services. But be sure, in this era of change there is a heavy focus also on concept generation, visualization and digital concept and prototypes.   Interested in designing services? In case you are interested to follow,  just do it. You can follow this me on Facebook, Pinterest, Twitter and my blog via email and RSS. It is up to you! In case you are interested to connect on linkedin, please feel free to do so.
Curated by Fred Zimny
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Rescooped by Fred Zimny from Integrated Brand Communications
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Measure What Matters Most: A Marketer's Guide – Think with Google

Measure What Matters Most: A Marketer's Guide – Think with Google | Designing  service | Scoop.it

To make sense of today's complex customer journey, better measurement is critical. In this guide, we'll look at the four tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the customer's whole journey to purchase and proving impact. Used collectively, these tenets can improve campaign success.


It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it's not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, November 20, 2014 9:43 AM

Here is a very useful guide that lays out the four tenets of a measurement-based approach to #digital marketing.

Rescooped by Fred Zimny from Consumer Behavior in Digital Environments
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Digital Marketing Strategies by Customer Journey / Buying Cycle - Fourth Source

Digital Marketing Strategies by Customer Journey / Buying Cycle - Fourth Source | Designing  service | Scoop.it

How to define your goals and tailor your strategy to the customer journey or buying cycle.

 

If you are looking to cover multiple channels when promoting your business, it is useful to look at the customer journey or buying cycle when defining the channels, platforms and metrics that you will use to manage your campaigns.

 

In order to measure the success within any of these areas it is imperative that you set relevant and impactful goals. In order to do this you need to understand each of the channel’s benefits, strengths and weaknesses.

 

When you carry out any digital marketing, at a high level you are either looking to increase traffic to your site, the reach of your brand or customer retention, which effectively means increasing revenue, brand awareness or nurturing existing relationships.

 

Below I have outlined what I believe to be the customer journey or buying cycle:

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, July 10, 2014 11:49 AM

A thoughtful review of the stages in the digital customer journey along with proposed marketing strategies and metrics.

Rescooped by Fred Zimny from SOCIAL MEDIA, what we think about!
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Influence: What Are Tools Like Klout Really Measuring?

Influence: What Are Tools Like Klout Really Measuring? | Designing  service | Scoop.it

A very interesting comparison of several measurement tools and what they really measure. [note mg]

 

For marketers, PR professionals and customer service teams, personal influence measurement tools can save time and help facilitate business decisions. Tools such as Klout, PeerIndex, Kred and TweetLevel are being used by brands to rank the relative importance of customers and prospects, prioritize customer service responses, and identify groups of influencers to target with perks and product sampling promotions.

 

But what are these personal influence measurement tools really measuring? Are they really an effective way to understand which of your customers are more influential?

 

It is easy to understand influence as a concept; if you can get other people to do something, you have influence. But it’s not at all easy to define how you would measure influence. As Nathan Gilliatt has pointed out, there is no such thing as a “unit of influence” – an observable, measurable event that reflects influence.

 

Read more: http://therealtimereport.com/2012/04/03/influence-what-are-tools-like-klout-really-measuring/


Via Martin Gysler
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Stephen Dale's curator insight, April 14, 2014 11:56 AM

Social reputation and social influence are becoming as important (if not more important) than your paper-based CV and your real-world network. But can they be empirically measured, and if so, what does your score actually mean? This article gives an overview of some of the products/services that purport to give you an influence score. Whether you take it seriously is entirely up to you!

Rescooped by Fred Zimny from Integrated Brand Communications
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A Smörgåsbord of Content Marketing Metrics

A Smörgåsbord of Content Marketing Metrics | Designing  service | Scoop.it

What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?

Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.

These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.

So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right? 

Indeed there is. I thought I'd compile a bunch of the best metrics in a chart, split across four areas.

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, September 17, 2014 6:15 PM

Looking for some metrics you can use to measure your brand's #contentmarketing performance? Here is a menu of 40 measures--surely one of them will work.

Rescooped by Fred Zimny from Consumer Behavior in Digital Environments
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A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty | CustomerThink

A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty | CustomerThink | Designing  service | Scoop.it

Marketers and voice-of-the-customer (VoC) champions of the world, unite! You have nothing to lose but your shackles of outdated theories and measurements.

 

Despite the stir about behavioral economics turning traditional economics on its head, we all know that the first behavioral economists were marketers—the people charged with understanding and influencing the behavior of consumers. These are the people who said the product and market conditions are a given; now we just need to re-brand, re-position, re-package, re-message, re-target … re-whatever to get people to buy what we have.

 

Most approaches to measuring customer loyalty and experiences, understanding the levers or drivers of loyalty and satisfaction, and creating strategies and tactics for improving performance, however, remain largely encrusted in the outdated thinking of traditional economics. It’s time to cast off those chains and explore what behavioral economics means for measuring and managing customer loyalty and experience.

 

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, January 26, 2014 3:15 PM

This article thoughtfully addresses 11 fallacies related to the measurement and management of customer experience and loyalty that all market researchers should keep in mind. There are some real gems revealed by the author such as "explanations for our actions are mainly after-the-fact rationalizations", and "memory trumps experience", among others. Definitely worth reading and frequently referencing in the future.


 

Rescooped by Fred Zimny from Integrated Marketing Management
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Influence Measurement To Gain Traction: Brian Solis Explains Why

Influence Measurement To Gain Traction: Brian Solis Explains Why | Designing  service | Scoop.it

Robin Good: Online services like PeerIndex and Klout re not really yet trusted indicators of your true influence, but things may change quite rapidly o this front.

 

In a written report packaged as a presentation deck entitled: "The Rise of Digital Influence", Brian Solis has released a report that breaks down the top 14 influence measuring services

(Appinions, eCairn, Empire Avenue, Klout, Kred, mPACT, PeerIndex, PROskore, Radian6, Traackr, TweetLevel, TweetReach, Twitalyzer, and TwitterGrade) explaining what they are good for.

 

Here a few highlights from Techcrunch own review of Brian Solis' presentation: 

 

"Brian Solis believes that rather than sending out a flurry of tweets in hopes of boosting your score now, you should think about your short- and long-term goals with social media.

 

It’s not worth trying to game the system. I think services like Klout should inspire you to think critically about how to use Twitter, Facebook, LinkedIn and other social media.

 

That way you can increase your real-world influence and let your scores rise to reflect that, instead of the reverse."

 

"A lot of people think that nobody gives a damn about your Klout score, and that those from other services are equally useless. I disagree. They may not be very accurate yet, but they’re getting better quickly."

 

Insightful. 8/10

 

Full presentation by Brian Solis: http://www.slideshare.net/Altimeter/the-rise-of-digital-influence ;

 

Original article: http://techcrunch.com/2012/03/21/klout-kred-peerindex-radian6/ ;


Via Robin Good, Alessandro Cobelli
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