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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Focus On 15 Digital Marketing Trends

Focus On 15 Digital Marketing Trends | Designing  service | Scoop.it
What are the digital marketing trends that you should be focusing on to take advantage of these opportunities?

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, January 29, 2016 12:38 AM

What do you think is the most important trend that will disrupt your industry?


Jeff Bullas Shares 15 key Digital Marketing Trends to focus on in 2016:


1. The focus on “Return on Investment”

2. The continuing rise in the importance of digital assets

3. Thinking global instead of local

4. Crowd sourced brand content is essential

5. The rise of the robots

6. Email is alive and kicking

7. Personalisation has arrived

8. The data scientist is your next hire

9. Mobile is now your first screen

10. Powerful digital platforms for all business

11. The rise and rise of paid social media advertising

12. Influencer marketing takes off

13. Virtual reality is real

14. Wearable technology takes its first steps

15. Mobile apps for all business



I can't stress enough the importance for brands to focus on mobile first experiences, as it has become the central tool for everything we do and interact with.


Merry James's curator insight, January 29, 2016 8:34 AM

Online shopping is predicted to grow to $370 billion in 2017. The top-performing online categories are digital content and subscriptions, electronics, computer hardware, flowers, apparel and accessories.

94% of online shoppers conduct research before purchasing and 61% of online shoppers use search engines to discover information when shopping online.

 

 

http://www.extentia.com/online-marketing-agency/

Bettina Thompson's curator insight, January 29, 2016 3:25 PM

Being Mindful to Focus in 2016 ....

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Analytics & Metrics: Related but Not the Same

Analytics & Metrics: Related but Not the Same | Designing  service | Scoop.it
Metrics & ROI - Though marketers use metrics and analytics to prove and improve marketing's value, the two are not the same. We explain each and offer a checklist to help you determine your ...

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, April 15, 2015 12:37 AM

With #Data playing a critical role for every business, do you feel your company is leveraging the right #metrics and #analytical tools?





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Interesting? The Customer Experience Payback Study

The Customer Experience Payback Study.
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Brands use CMS for engagement and brand building ahead of sales: report

Brands use CMS for engagement and brand building ahead of sales: report | Designing  service | Scoop.it

Social media and content marketing are easy prey for those who believe that ROI can only be measured by a direct link between a customer interaction and a sale.

This obviously ignores the good work that content does in building a relationship with that customer, so that when they do eventually receive a sales email they’re primed and ready to make a purchase.

Thankfully a new survey conducted by Adobe and Econsultancy shows that marketers are broadly aware of the benefits of content marketing, which one might classify as soft metrics.

When asked which business goals content management should help with, 87% of marketers said ‘improving user and customer engagement’.

The second most-popular answer was ‘building the brand through positive experiences’ (80%), while ‘driving sales’ came third (60%).

The findings come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing which examines the challenges involved with Delivering Digital Experiences.

It is based on an online survey of 975 client-side and agency respondents carried out in July and August 2014.

Producing high quality content can certainly help build trust, provide context and therefore improve financial KPIs. 

 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, October 17, 2014 3:33 PM

These research findings reported by eConsultancy should remind #brandmanagers that there is rarely or perhaps never a "direct" link between #contentmarketing and #ROI. The road to #ROI can take many paths and all of them need to be measured before #optimization of ROI can occur.

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Only 28% Brands Can Measure Content Marketing ROI

Only 28% Brands Can Measure Content Marketing ROI | Designing  service | Scoop.it

Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company


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Martin (Marty) Smith's curator insight, March 17, 2014 8:59 PM

Yep, this infographic sounds and feels right to me. Fact I was surprised it was as high as a third :). Marty

Tim Mustill's curator insight, March 18, 2014 6:16 AM

No worse than print media imho!

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Social Media Marketing ROI Myth Busting With Dr. Natalie - SalesForce

Social Media Marketing ROI Myth Busting With  Dr. Natalie - SalesForce | Designing  service | Scoop.it
Yesterday's webinar with Dr. Natalie Petouhoff (@drnatalie) was a valuable hour of conversation on measuring ROI of social media. Dr. Natalie is not only U

Via Martin (Marty) Smith, John van den Brink
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Martin (Marty) Smith's curator insight, July 25, 2013 11:12 AM

Several GREAT HOW TO posts from Natalie Petouhoff @drnatalie . Love the first myth - there are too many variables. BUSTED! There are always "too many" variables since we are marketing online where variables stretch to infinity. 

There are NEVER too many variables to create meaningful Key Performance Indicators and watch them like a hawk. Dr. Natalie can even help keep your CFO off your back about all that social spend.  

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When ROI Represents the Realization of Influence

When ROI Represents the Realization of Influence | Designing  service | Scoop.it

If you want to know more about what is the ROI in social media, you should read this blog post and perhaps also the related book. [note mg]

 

Vincenzo Cosenza is a new media strategist living in Italy who has over the years, designed some of the industry’s most comprehensive infographics on social media’s global footprint. Recently, he asked if I would write the foreword for his new book, Social Media ROI. And, as I’m a fan of his work, it was an easy decision. As usual however, I asked for permission to share it with you here and his publisher agreed. This is the only place where you can read this in English…

 

For the record, I also wrote the foreword for Olivier Blanchard’s book, Social Media ROI in early 2011. Yes…same name. I’m not a supporter of the fact that the publisher of this latest book did not take Olivier’s title into account.

 

Read more: http://www.briansolis.com/2012/02/when-roi-represents-the-realization-of-influence/


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Measuring Mobile Effectiveness Still Challenges Marketers

Measuring Mobile Effectiveness Still Challenges Marketers | Designing  service | Scoop.it
Mobile advertising is a big business, and spending continues to pour in. But—as is common with so many digital advertising channels that offer the promise of measurability and ever-increasing efficacy—performance measurement is still a challenge. Of course, that doesn't mean marketers aren't measuring on mobile—or trying to calculate return on investment.

Via Eric_Determined / Eric Silverstein
Fred Zimny's insight:

With companies focusing on mobile-first experiences, how are you measuring your mobile app success?


We see social playing an important role to keep your customers engaged and active directly within existing mobile apps.


Push offers transactional benefits, but building and nurturing customer relationships strengthens lifetime customer value.

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Eric_Determined / Eric Silverstein's curator insight, August 1, 2015 7:52 PM

With companies focusing on mobile-first experiences, how are you measuring your mobile app success?


We see social playing an important role to keep your customers engaged and active directly within existing mobile apps.


Push offers transactional benefits, but building and nurturing customer relationships strengthens lifetime customer value.

wolfgang gauss's curator insight, August 6, 2015 7:21 AM

With companies focusing on mobile-first experiences, how are you measuring your mobile app success?

 

We see social playing an important role to keep your customers engaged and active directly within existing mobile apps.

 

Push offers transactional benefits, but building and nurturing customer relationships strengthens lifetime customer value.

Michael Weathers's curator insight, August 7, 2015 10:59 PM

With companies focusing on mobile-first experiences, how are you measuring your mobile app success?

 

We see social playing an important role to keep your customers engaged and active directly within existing mobile apps.

 

Push offers transactional benefits, but building and nurturing customer relationships strengthens lifetime customer value.

Rescooped by Fred Zimny from New Customer - Passenger Experience
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[Slides] The Inevitability of a Mobile-Only Customer Experience by Al…

Slides for Altimeter's webinar: The Inevitability of a Mobile-Only Customer Experience Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar…;

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, February 11, 2015 2:06 AM

As @BrianSolis highlights:


"Companies must design #mobile-first and mobile-only #customer #journeys to prevent channel-hopping and multi-screening, thus increasing conversions"


Is your company making the commitment to mobile?

Bharat Employment's curator insight, February 12, 2015 12:18 AM

http://www.bharatemployment.com/

Mike Donahue's curator insight, February 13, 2015 10:14 AM

Nice deck with plenty of compelling stats. I would argue the mobile-only experience is already here for many people. Some by necessity and other sby choice. Ignore at your own risk.

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Customer Experience Strategy: Do This, Not That | CustomerThink

Customer Experience Strategy: Do This, Not That | CustomerThink | Designing  service | Scoop.it

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Roberto Nocera's curator insight, October 31, 2014 2:53 AM

3 key points to be successful with a Customer Experience Strategy #strategy #cxm #customerexperience #servicedesign

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Can #Customer #Experience increase revenues and lower costs?

Can #Customer #Experience increase revenues and lower costs? | Designing  service | Scoop.it
It drives revenue – and we know how much.

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, August 3, 2014 6:59 PM

Peter Kriss shares valuable #data on #ROI of #CustExp.

 

Do you see additional areas where savings can be achieved?

Roberto Nocera's curator insight, August 7, 2014 12:26 PM

Improve the #CustomerExperience to have a better TCO

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What Comes First The Customer, or Marketing and Innovation?

What Comes First The Customer, or Marketing and Innovation? | Designing  service | Scoop.it
Focusing on customers to the exclusion of everyone and everything else can kill a business just as easily as neglect.

Via janlgordon
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janlgordon's comment, December 15, 2013 11:40 PM
Marty Koenig, Thank you Marty! You are so right, if we keep talking to each other and following popular trends, it's very possible that we will miss the boat. .
Charles Rein's curator insight, December 17, 2013 12:15 PM

The Idea of the Customer comes first, then the plan to pull them into your market

Ray Beauchamp's curator insight, December 28, 2013 4:23 PM

"the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs".

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21 stats show CMOs leap before they look at ROI

21 stats show CMOs leap before they look at ROI | Designing  service | Scoop.it

Here are 21 stats that show most CMOs leap before they look at ROI.

91% of senior marketers believe successful brands use customer data to drive marketing decisions; yet, 39% say their own company’s data is collected too infrequently or not real-time enough to be useful (source: BRITE Study)90% of CMOs say social data has impacted at least some of their decisions; only 47% use social data to make predictions or forecast sales. (source: Bazaarvoice)85% use social networks in some way; only 14% tie financial metrics to it. (source: AdAge)80% feel challenged by the amount of data they have to deal with and the difficulty of accessing it. (source: Forrester)77% say getting tradition and digital marketing to work better together remains a major goal (source: BRITE Study)71% see potential for Big Data to have a large impact on sales; only 16% have Big Data strategies for sales. (source: Forrester)70%+ of CMOs report feeling unprepared to harness the power of their data to make intelligent marketing decisions. (source: HubSpot)63% of CMO’s say “ROI will be the standard for their performance by 2015:” yet, today, only 44% say “I can measure ROI.” (source: McKinsey)57% are not basing their marketing budget on any ROI measures. (source: AdAge)52% say achieving or increasing measurable ROI is a top priority for the coming year (source: MarketingSherpa)51% say a lack of sharing customer data within their own organization is a barrier to effectively measuring their marketing ROI (source: BRITE Study)42% of marketers report that they are not able to link data at the level of an individual customer. (source: BRITE Study)39% admit they cannot turn their data into actionable insight. (source: BRITE Study)36% of senior executives believe “old favorite” events such as open houses, hospitality functions, fundraisers and seminars deliver the best returns among localized marketing channels but can’t do direct tracking. (source: Marketing Charts)29% report that their marketing departments have “too little or no customer/consumer data.” (source: BRITE Study)28% of CMO’s say their decisions are based on gut instinct (source: Edelman)When asked which attributes they will need to be personally successful over the next three to five years, 28% said technological competence, 25% said social media expertise and 16% said financial acumen. (source: (IBM)24% say determining any kind of cost-benefit analysis is a challenge. (source: Marketing Chart)23% find it difficult to measure and evaluate campaign effectiveness on a local level. (source: Marketing Charts)B2B CMO’s say demonstrating ROI is their No. 1 concern yet fewer than 20% say they have the ability to measure it (source: Forbes)7% say most of or all their spending decisions aren’t based on any metrics at all (source: Edelman)

 


Via marketingIO, Arik Rizer
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marketingIO's curator insight, January 15, 2013 8:37 AM

See the article at http://www.biznology.com/2013/01/21-stats-show-cmos-leap-before-they-look-at-roi/.


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