Designing services
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Designing services
I blog about strategic and tactical service design and management.<br><br>Trying to explore how service design practices develop.<br><br>With a focus in developing strong conceptual work, supporting design decisions on research and enabling readers to create conversations with clients, colleagues and customers.<br><br>I also aim to support senior managers and professionals to reflect and improve their practices.
Curated by Fred Zimny
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Rescooped by Fred Zimny from Data driven marketing and customer experiences!

The End of Demographics: How Marketers Are Going Deeper With Personal Data

The End of Demographics: How Marketers Are Going Deeper With Personal Data | Designing services |
Marketers have built a temple that needs to be torn down. Demographics have defined the target consumer for more than half a century — poorly. Now, with emerging interest graphs...

Via Jean-Michel Franco
Sue Walsh's curator insight, November 26, 2014 6:01 PM

An interesting piece on the power of social profile data, behavioural data and stage of life data. Far more powerful and targeted. I particularly like the reference to Psychographic profiling where you consider the 'mental model' of the consumer in the context of a customer lifecycle.

Felix Wetzel's curator insight, December 1, 2014 5:08 PM

With the recent rise of the social web, people self-select into groups so small, so fragmented, and so temporal, that no overarching top-down approach could be successful at driving marketing performance.

Rescooped by Fred Zimny from Customer Experience Excellence Best Practices!

Transformation: Brief Exploration Of Two Radically Distinct Customer Experience Paradigms

Transformation: Brief Exploration Of Two Radically Distinct Customer Experience Paradigms | Designing services |

What Is The Context For This Conversation?

I am following the lead taken by Dawna MacLean in her recent post on encouraging businesses to become more human. It occurs to me she is a brave lady worthy of admiration and respect. I dedicate this post to her, in service of the stand she is taking and the possibility that she is living from and into.

There are many actions that I regret. Few bring me shame. One in particular is etched within me despite it occurring ‘a lifetime ago’. I reckon I was 14 at the time, walking, alone, on my way into the town centre. I am stopped by an old lady, she has a walking stick, she tells me she is lost, she asks for directions. I draw closer to hear-understand what she is saying. She smells! I tell her that she need to turn around. I tell her she is only ten minutes walk from her destination. And I spell out the directions – twice.

A voice speaks to me along the following lines: “Take her hand, walk her there, it is even on your way somewhat. Without your help she will struggle.” Another voice speaks: “She smells awful! You are in a hurry and it will take ages to take her there. You have given her what she asked for. She’ll be fine.” I listen to the second voice, leave her to make her own way, and I walk into town. I cleaned up a lot of history whilst participating in Landmark Education. And that is one that I never got to clean up. If that old lady were here today, I’d ask for her forgiveness.

Why am I sharing this with you? So that you have the context from which to make sense of what I speak-write. I write is not to help you make it: sell more, be more successful, obtain higher status, live happily ever after. I write to open eyes, unblock ears, touch hearts. I write to encourage-facilitate a shift of worldview. I write from the possibility of meaningful-fulfilling human lives and the possibility of a ‘world that works for all, none excluded’. Arguably a world that works must include meaningful-fulfilling human lives. And such a world has plenty of space for businesses that do great by doing good: enriching human lives, and life as a whole.


Via Russ Merz, Ph.D., Rosetta Carrington Lue
Russ Merz, Ph.D.'s curator insight, April 16, 2014 10:25 AM

This article outlines a paradigm shift that may be occurring in customer experience practice. What do you think?