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,  check the options in the sidebar. You can follow this blog on Facebook, Pinterest, Twitter and via email and RSS. It is up to you! In case you are interested to connect on linkedin, please feel free to do so (some of this content is also posted on that platform).  
Curated by Fred Zimny
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CEOs To Marketers: CMOs Need To Focus On Revenue Growth - Marketing Insider Group

CEOs To Marketers: CMOs Need To Focus On Revenue Growth - Marketing Insider Group | Designing  service | Scoop.it
Focusing on customers = more profitable marketing outcomes.

By embracing new technologies, creating each go-to-market strategy with a fresh approach, taking advantage of the insights that customer data and feedback offers, and connecting with the wider organization in order to direct better business strategies, CMOs are more than capable of driving revenue growth.

The expectations are more dynamic today and yes, the pressure is on to produce results. For marketers who can apply their creativity to coming up with the most impactful ways to utilize all the new and evolving tools at their fingertips through innovative strategies, and who can accept both the power and responsibility of the reborn CMO, driving growth should be a piece of cake.

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marketingIO's curator insight, January 11, 11:25 AM

And that's the value prop summary for the MarTech Industry!

 

MarTech is the New Black. Get fashionable. Contact us to see how. #MarTech #DigitalMarketing

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7 Advanced Areas CMOs Must Focus On For 2016 - Marketing Land

7 Advanced Areas CMOs Must Focus On For 2016 - Marketing Land | Designing  service | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.


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marketingIO's curator insight, December 1, 2015 9:53 PM

MIA: Personalization, Predictive, Analytics

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CMOs' Top Goals and Challenges

CMOs' Top Goals and Challenges | Designing  service | Scoop.it
Marketing Strategy - Chief marketing officers (CMOs) say they are expected to simultaneously retain customers, increase brand awareness, improve customer satisfaction, and increase customer profitability, according to a recent report from Oracle Marketing ...

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Eric_Determined / Eric Silverstein's curator insight, July 17, 2015 2:58 AM

It costs more to acquire a new user than trying to retain one. Now the question is what are you doing to make sure you retain your customers?


How about on Mobile? how are you keeping your customers engaged and delivering rewarding experiences?

Cyril BREJCKA's curator insight, July 17, 2015 3:30 AM

Globalement, le débat se déplace en fonction du secteur d'activité, de sa maturité, et surtout BtoB ou BtoC 

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#Mobile Moments Should Equal Useful

#Mobile Moments Should Equal Useful | Designing  service | Scoop.it
This article is by Josh Bernoff, senior VP, Idea Development, at Forrester Research. He is the co-author of the new book, The Mobile Mind Shift. “Hello, customer. I’m from the company’s marketing department, and I’m here to help you.” That’s something you don’t hear very often. Customers expect marketers to try to [...]

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Eric_Determined / Eric Silverstein's curator insight, July 8, 2014 1:35 PM

Josh shares his #Mobile insight:


"Start with your #customer and her #journey. Figure out what her real problem is and how mobile could help. We call these points where mobile solves problems “mobile moments,” and they’re very well suited to customers trained to get answers from their phones in an instant. 

Then line up all these moments and evaluate them on two scales. First, are they beneficial to the customer? Second, are they valuable to your company?"

 Share other examples where brands understand how to deliver mobile moments to their customers?
Ranjit Kovilinkal's curator insight, July 9, 2014 12:23 AM

"Its about relationships...not marketing" - Starbucks

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CMOs And CIOs: The New C-Suite Power Couple?

CMOs And CIOs: The New C-Suite Power Couple? | Designing  service | Scoop.it

To thrive in the age of the customer, CMOs and CIOs must collectively turn their attention to defining a marketing technology strategy that supports the business and delivers the goods — the ability to create a single view of the customer that produces actionable insights and consistent customer experiences. Working together, CMOs and CIOs can advance their standing in CEOs’ eyes by delivering a joint solution to make better use of data and analytics in the business.


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ForeSee's curator insight, January 27, 2014 12:04 PM

Let's bridge the gap between CMOs & CIOs in 2014!

 
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CMOs, Your Role Is Evolving . . . Are You Keeping Up? - Forrester

CMOs, Your Role Is Evolving . . . Are You Keeping Up? - Forrester | Designing  service | Scoop.it
The research clearly shows that evolved CMOs who commit to understanding customers and to driving that philosophy throughout the organization are those who can take charge in the C-suite. Here’s how:

●     Act as a true business leader on par with C-suite peers. CMOs are moving beyond brand, communications, and marketing execution to better quantify the impact of marketing’s work in business terms. Tasked with delivering against profit-and-loss metrics, our survey results show that CMOs are increasingly partnering with their peers to drive business and brand results. 

●     Assume responsibility for firmwide customer experience. Evolved CMOs recognize that delivering on the brand promise means ensuring that all customer experiences align to a common brand vision. With this in mind, not surprising is that two-thirds of CMOs tell us that they now have responsibility for CX, and 44% would like to further grow their influence in customer experience.

●     Prepare the organization for digital disruption. Forty-two percent of CMOs recognize the importance of building strong peer relationships with the head of product and research and development to build an innovation pipeline that helps the enterprise prepare for and respond to digital disruption.

●     Enhance influence into transformative areas of the company. As they get comfortable with their expanded CX responsibilities, evolved CMOs are eager for even more influence in their firms’ transformation. Our survey results show that 18% seek greater involvement in business strategy 18% while 12% focused on business unit/P&L strategy.

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marketingIO's curator insight, July 6, 2016 9:15 PM

You'll need to CT to get the full flavor. Just don't get charmed by CX.

 

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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CMOs Shift Investment From Acquisition To Retention

CMOs Shift Investment From Acquisition To Retention | Designing  service | Scoop.it
In an interesting shift, CMOs are making a marked commitment to improving the overall customer experience.

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Eric_Determined / Eric Silverstein's curator insight, September 10, 2015 1:33 AM

Are you building ongoing relationships that span all touch points in your customer journey?


"Deepak Advani of IBM Commerce agrees: "The brand/customer dynamic is no longer built on isolated interactions.

 

Content marketing, native advertising and social media are becoming increasingly significant tools for brands that are keen to engage their audiences in a meaningful, long-term way.


It's likely that retention-focused strategies will rely heavily on insights from data: marketers will need to have a thorough understanding of:

  • which channels their audience is using
  • where users are typically dropping off in the purchase journey
  • what type of content users are searching for and for which queries, and
  • which types of content perform most successfully against key engagement metrics like dwell time and repeat visits."


Would you add any additional bullet points to the list?

Maria Ioia's curator insight, September 15, 2015 10:58 PM

CMOs have been for a long time.

1) It's easier to do

2) Done well, will result in attracting new customer acquisition automatically

Although it does take longer, the results are long lasting vs traditional methods of acquiring quickly yet fail to hold on to them as customers.

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IDC Reveals CMO / Customer Experience Predictions for 2015

Excerpt...


"The predictions from the IDC FutureScape for CMO/Customer Experience are:

  1. 25% of high-tech Chief Marketing Officers (CMOs) will be replaced every year through 2018.
  2. By 2017, 25% of marketing organizations will solve critical skill gaps by deploying centers of excellence.
  3. By 2017, 15% of B2B companies will use more than 20 data sources to personalize a high-value customer journey.
  4. By 2018, one in three marketing organizations will deliver compelling content to all stages of the buyer's journey.
  5. In 2015, only one in five companies will retool to reach line of business (LOB) buyers and outperform those selling exclusively to IT.
  6. By 2016, 50% of large high-tech marketing organizations will create in-house agencies.
  7. By 2018, 20% of B2B sales teams will go "virtual," resulting in improved pipeline conversion rates.
  8. By 2017, 70% of B2B mobile customer apps will fail to achieve ROI because they lack customer value add.
  9. By 2018, 25% of CMOs and CIOs will have a shared road map for marketing technology.
  10. By 2018, 20% of B2B CMOs will drive budget increases by attributing campaign results to revenue performance.

 

"CMOs must overcome the gravitational pull from the past, now. The tools of disruption, such as cloud-based marketing technology, predictive analytics, content marketing, and social media, are marching towards mainstream. IDC is confident that these ten decision imperatives pinpoint the nerve center of the marketing disruption. They represent opportunities for CMOs who are willing to step up to the next stage of leadership. Right focus will ensure that all the hard work will result in true transformation, and not just turmoil," said Kathleen Schaub, Vice President with IDC's CMO Advisory Service."

 

 

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marketingIO's curator insight, December 14, 2014 12:17 PM

An audio replay of this Web conference is now available. To access the replay, please visit: http://bit.ly/1zCW7Dh.


So why can't all this be accomplished in 2015, or at the very least start the process? Look at #10: this can wait till 2018? Nope.

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10 Characteristics Of The Evolving #CMO

10 Characteristics Of The Evolving #CMO | Designing  service | Scoop.it
Discussions centered on the future of marketing often times end with mixed sentiment. The result concludes countless paths up the mountain and breadcrumbs are everywhere. In terms of prioritization, perhaps the path of least resistance can be chosen by first determining the end goal. But what is the end goal? [...]

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Eric_Determined / Eric Silverstein's curator insight, April 6, 2014 11:53 PM

Article @Forbes , which of the two marketing vision do you agree with most?


1) Christopher Kenton, SVP of the CMO Council sees the purpose of marketing in two specific expressions: Reducing shareholder risk while maximizing customer lifetime value. 


2) Joseph Alba, Distinguished Professor Chair, Department of Marketing at University of Florida states that the goal is, “To obtain a competitive advantage by meeting consumer wants and needs more effectively than competing firms.”