Digital Distillery
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Digital Distillery
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Curated by Tonya McKinney
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What's the Difference: #Customer #Journey Map vs Customer Lifecycle Map?

What's the Difference: #Customer #Journey Map vs Customer Lifecycle Map? | Digital Distillery | Scoop.it
Are you really mapping the customer journey, or are you just looking at the customer lifecycle? Which one should you be using to improve the customer experience?

Via Eric_Determined / Eric Silverstein
Tonya McKinney's insight:

I prefer customer engagement maps....it's not about steps, it's about the quality of interaction.

 

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Eric_Determined / Eric Silverstein's curator insight, September 24, 2014 6:13 PM

You can see from the slide the different elements you need to deliver. But the #customer #Journey map is the basis for understanding how, when and where your customers interact with your brand, then you need to make sure you deliver a consistent experience across all touch points and channels. 


Annette provides clarity in the differentiation between lifecycle and journey.


Share your thoughts.

Roberto Nocera's curator insight, September 25, 2014 3:27 AM

it's a great article that explain the difference between the customer journey and the customer experience lifecycle.  #cxm

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"Muting" is a powerful social media tool that could be even better

"Muting" is a powerful social media tool that could be even better | Digital Distillery | Scoop.it
If you’re like me, you have plenty of annoying noise cluttering your social media experience. Muting could become your best friend.
Tonya McKinney's insight:

More than MUTE, I want a Social Volume Control. I have my groups, inner and outer circles, now I want to curate the content from followers/followed. Filters and keywords are core features in social media--give me those controls. Allow me to place filters on my followers because it's not always and "on" or "off" situation.

 

Yes, Bob, I love your insightful tech commentary, but let's skip the political rants. I just filter out anything with "republican," "democrat," "liberal," "conservative," etc.  

 

Aunt Rand can tell me all about my cousins, but I can skip the doings of the Red Hat brigade. A simple "don't show similar posts" button is all I need. I can always look at the "filtered posts" list and tune my settings, right?

 

Hey, selective hearing is how I get through family holidays…why NOT have that in my online social tools?

 

P.S. Social platforms, if you use this feature, you owe me a million bucks.

 

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A Millennial's Version of "The American Dream"

A Millennial's Version of "The American Dream" | Digital Distillery | Scoop.it
Gen-Y hasn't bought into the dream of big houses and fancy cars. So how do you sell to their demographic? First things first, forget what you knew.
Tonya McKinney's insight:

Millennials tend to be makers vs. consumers. They're participators not receivers. Gen Y says "let me do it!" vs.  "just give me what I want!"

 

But is that really true? I think as consumers we've always wanted more control over what and how we bought. But channels, data, systems, etc. were too limited and, well, companies didn't have to engage with us that way. Digital has disrupted so many industries, they have to wake up and try new models (Amazon-retail, Kindle-electronics, esurance-insurance, and on and on).

 

Digital allows for a new level of engagement, and more of Gen Y knows this is true and how it can work. Give the rest of the market a chance. They'll catch up fast.

 

So, now companies are trying to figure out how to use new capabilities like "Big Data to "personalize" our experience. Personalization means marketers are trying to use something new to do something old, which is to push marketing to us that we're more likely to click or call about. But that's still a miss.

 

What we need is "Maker CX." Maker customer experience means interactive, iterative engagement that concedes some, more, or all control to the customer. The customer participates in your company. They keep company with you, to use a now more useful version of the term. They make their own experience (if you give them the ability). They not only decide how, where and what they buy, they can help you decide what you sell and how you build it. They can even help you market, sell and service (peer-to-peer).

 

Companies, except for that rare air Raytheon functions in, were never in control. The distance we had put between us and customers as we "evolved" from the storefront to catalogs, call centers, IVRs, and web forms helped us feel in control. I think companies are really frightened of the close customer engagement new digital abilities can create, because it can't be managed by "select one if you want to access your account…"

 

Now the term "custom"er really means something, doesn't it?

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Can 'big data' help write a better loan?

Can 'big data' help write a better loan? | Digital Distillery | Scoop.it
As new companies backed by big Silicon Valley names employ big-data techniques to offer short-term, small-dollar loans, can that really help write a better loan?
Tonya McKinney's insight:

The question is "A better loan for the lender or the borrower?"

 

Seems most of this "big data" loan analysis is designed to reduce the risk for the lender by uncovering new ways to determine if someone is a good or bad credit risk. It allows lenders to expand their market as safely as possible.

 

The analysis isn't reducing interest rates, but it is allowing more people access to credit. But is that a good thing? These loans seem to be short-term, payday loans, not loans that allow people to improve their lives such as home loans or education loans.

 

BTW, some of the data mentioned here is not exactly "big." It's not large in volume, highly variable, or high velocity. A history of pawn shop transactions is NOT big data. New data, but not big data. 

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Debenhams: Social media analysis is helpful, but not when it is computer generated

Debenhams: Social media analysis is helpful, but not when it is computer generated | Digital Distillery | Scoop.it

Retailer tells Computing that its own staff analyse Twitter and Facebook comments

Tonya McKinney's insight:

So Debenhems dares to point out the Social Listening Emperor is butt-naked and gets called to account? It's interesting that their honesty on whether social "scraping" is really useful or not raised concerns about the company. Would their value really drop because they don't "get" social analysis?

 

On the other hand, if all Debenhems sees in unstructured social data is "how people feel about us…" then that's a pretty limited view. 


Standard computer-generated social reports are of dubious value because:

1. It's not actionable--I mean, what do you really do if Share of Voice goes up or down 5%? 

2. Even if it is actionable, companies need to upgrade operations to act on it.  Can you really change your marketing messages, offers, online ad locations, etc. within, say, a week's time?

3. It's the same stuff all your competitors are getting--new insight drives new ideas and innovation. Standard measures are just for parity. 

 

Go the extra length and really dig in and uncover how it can be used uniquely to drive your OWN business needs and objectives.

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Netflix slow on Verizon or Comcast? A VPN might speed up that video

Netflix slow on Verizon or Comcast? A VPN might speed up that video | Digital Distillery | Scoop.it
ISPs could throttle traffic if they want—but Netflix can play dirty tricks too.
Tonya McKinney's insight:

It's clear who has the vested interest in throttling content and it's not the content provider. It's also clear where the power lies here...just read the passive, hedging, nominalization-littered language when providers are discussed or quoted. Internet providers are being shortsighted and should learn from the battle going on in wireless right now (since many are one and the same). They are opening a market path for the "unprovider"...because people will choose based on their content unimpeded.

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If You're Not Helping People Develop, You're Not Management Material

If You're Not Helping People Develop, You're Not Management Material | Digital Distillery | Scoop.it
Facilitating employee learning should be a non-negotiable competency.
Tonya McKinney's insight:

I propose a corollary to the Peter Principle. So here is the McKinney Corollary: a manager with strong development/mentoring skills will never reach a Peter Pinnacle because their value is greater than their individual output. The "Mentor Manager's" value comes from selecting, developing, coaching and promoting great talent both within their team and across the company. A Mentor Manager can be measured by their staff influence ecosystem. I'd love to see a scoring of managers inside high-performing firms vs the laggards using mentorship as the  measure. What does YOUR influence ecosystem look like?

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How police can join the digital revolution - livechat

How police can join the digital revolution - livechat | Digital Distillery | Scoop.it
Join our livechat on Friday 24 January from 12 noon -2pm to discuss ICT with cops and bloggers
Tonya McKinney's insight:

"Cops and Bloggers" live chat this Friday. Very relevant event. Go back and read Amanda Hess's article on online harrassment before you attend (http://www.psmag.com/navigation/health-and-behavior/women-arent-welcome-internet-72170/).

 

It's hilarious and horrifying to read about her report to the authorities, during which the police officer responds with "What's a Twitter?" 

 

Digital engagement and intelligence are critical for law enforcement because of two reasons:

 

1. Crimes are being committed in digital environments, and officers must become adept in this new arena. We created a "Coast Guard," so why not a "Digital Guard"?

 

2. "Conventional" crimes can be predicted, identified and investigated via digital means. Crime scene investigation needs to extend to the  digital realm.

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The Power of Authors and Content for Link Building

The Power of Authors and Content for Link Building | Digital Distillery | Scoop.it
Traditional guest blogging campaigns start by finding websites on which they'd like to post. To build better links, I'd suggest turning that around, and focusing first on finding the right authors and influencers.
Tonya McKinney's insight:

One of the most detailed how-to articles I've ever seen on researching the influencers and influential content for your space. A great compendium of tools to use, as well.

 

Enterprising authors will also be able to reverse engineer the keys to building influence from this article.

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Cult of Mac

Tonya McKinney's insight:

After the Palm debacle, HP is back, and in smartphones...but only in India? HP making a play in Phablets for the Indian market. 

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Super Bowl 2014: Verizon, AT&T upgrade networks at MetLife Stadium to meet digital demand

Super Bowl 2014: Verizon, AT&T upgrade networks at MetLife Stadium to meet digital demand | Digital Distillery | Scoop.it
The competing wireless carriers have installed hundreds of antennas hidden throughout the stadium to make sure fans enjoy uninterrupted service on their mobiles devices
Tonya McKinney's insight:

The Mo-Bowl I. #VZW vs. #AT&T in delivering the #mobile #digital #secondscreen content for the #Superbowl. No where else do we see the extreme convergence of the digital and conventional (a real live event) channels. Heralds the connected expectations for all physical environments.

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BCS 2013 - Designing the business around the experience

BCS 2013 - Designing the business around the experience | Digital Distillery | Scoop.it
Tonya McKinney's insight:

An absolutely wonderful presentation exploring how architecture needs to support the customer experience. Especially helpful for: 

1. Marketers to understand how critical a technology architecture is for successful, differentiated CX (and please don't create a CX among dozens, hundreds of agencies -- a far too common occurrence).

2. Technologists to understand the requirements of CX (and stop asking for THE digital architecture...there is not one for all!).

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President Launches Review of Big Data and Privacy | Broadcasting & Cable

President Launches Review of Big Data and Privacy | Broadcasting & Cable | Digital Distillery | Scoop.it
Tonya McKinney's insight:

Fox enters the henhouse and says...

Companies tend to tread carefully with customer data because they can't afford to alienate and lose customers. The government doesn't have that concern, and it was the government's confiscation and use of people's data that set off much of the privacy concern (not withstanding the Target debacle).  Now the government will decide the data protection policies?! 

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CIO strategy workshop: Intel's IT leadership and transformation pyramid | ZDNet

CIO strategy workshop: Intel's IT leadership and transformation pyramid | ZDNet | Digital Distillery | Scoop.it
The relationship between IT and the larger business organization is fraught with challenge and opportunity. Here are practical steps you can take drive value and gain recognition.
Tonya McKinney's insight:

I have first-hand experience with Intel's path of transformation from the vendor side. I participated in one of the most unique and rewarding business meetings of my life there, and can tell you that when a company truly transforms and embraces innovation and collaboration, the effect does not stop at their "doors." The transformation extends throughout their entire ecosystem, and with a company of Intel's size and influence, it dominos and catalyzes positively through the entire industry. Positive feedback loop, folks…

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Gartner Says Access to Digital Talent is Crucial for Digital Strategies to Succeed

Gartner Says Access to Digital Talent is Crucial for Digital Strategies to Succeed | Digital Distillery | Scoop.it
Competition for talent will make or break digital business success, according to Gartner, Inc. CIOs and executives should expect digital business expertise to spread, organizational change to mount and new ways to locate talent to surface.
Tonya McKinney's insight:

While the focus for digital talent is on IT, companies need to remember that to gain and serve digital customers, you need digital employees. Digital employees who are enabled at the edge of the organizations where customer interactions take place. Too often I see digital investments that go nowhere because the "front line" employees don't know how to use them. 

 

Several years ago, I led the launch and adoption of an employee social collaboration platform, followed by a social customer lifecycle engagement platform. We were questioned often on why we put the employee project ahead of the customer project.

 

The internal social collaboration project served two purposes: yes we benefitted from the new collaboration environment, but it was also hands-on training for the employees who would be engaging with customers in a social environment soon. Without the internal training and experimentation, we would never have been as successful with the customer social engagement program.

 

So staff up IT, but remember you also have to hire and develop community managers, social content and communications managers, mobile adept company reps, social insight analysts, etc. 

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bestpractices_beyondthebullseye_buildingrelationshipsintheageofbigdata.pdf

Tonya McKinney's insight:

"Yeah but your scientists were so preoccupied with whether or not they could they didn't stop to think if they should."

                Dr. Ian Malcolm (Jeff Goldblum), Jurassic Park

 

 

In "Beyond the Bull's-eye: Building Meaningful Relationships in the Age of Big Data," Katrina Lerman, Senior Researcher at Communispace, has completed research on consumers' response to marketing's use of big data and personalization.

 

The research is accompanied by a set of cautionary tales for marketers that reads a bit like the original Grimms' Fairy Tales where Rapunzel gets knocked up and Snow White's nemesis was her REAL mother not her stepmother. Read this paper carefully before you start pushing out "personalized" messages. 

 

Lerman shows that our customer data is way ahead of our customer insight, relationship, experience design. Just because we can find out that a customer was recently married is not the trigger and permission to begin push marketing to them no matter how "personalized" the message is. The quotes from people (the paper urges us not to depersonalize our customers) on this type of invasive marketing are sobering.

 

Lerman's big takeaway is that getting personal is something you should only do when you have a relationship with a customer, share transparently what data you gather and how you use it, and align with THEIR intentions.

 

And one of my favorite themes is in this paper as well: Stop "targeting," "capturing," "acquiring," and "penetrating"!! This is not war, it's relationship.

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'Customer Experience' Is Today's Business Benchmark

'Customer Experience' Is Today's Business Benchmark | Digital Distillery | Scoop.it
Not so long ago, every business assumed that the keys to success were the highest quality product, the best value for the buck, and the best customer service. Now all we hear about is providing the best “customer experience.” Exactly what is that customer experience that every modern marketer is [...]
Tonya McKinney's insight:

While I agree to the premise here, the advice is a bit product-centric vs customer-centric. 

 

Digital trends have driven commoditization and consumerization across every industry, eradicating many of the historical advantages in product, packaging, pricing and positioning. For consumers, the ease and cost of switching brands have never been lower.

 

A panelist at Social Media Shakeup 2014 said it best: "All we have left is customer experience."

 

My research and work in Customer Experience indicates companies aren't getting the insight and feedback needed to design and deliver the experience customers want. Companies need to quickly get this information in house:

 

1. Deeper behavior and psychographic insight on customers is needed to design a compelling experience. Demographics don't cut it and NPS is just a point in time, a transaction. We need continuous reads on customers, as they're changing fast.

 

1. CX criteria changes. Companies need to understand and monitor what matters to customers, how customers choose, and how your company does in that criteria against the competition.

 

1. You deliver experience through channels, so understanding the experience customers expect and receive from you and the competition is critical. We've found customers pick one or two channels they prefer (we call this channel inertia), so you need to deliver a complete experience in each channel. And again, expectations change, so continuously monitor.

 

Yes, these are all "1"s on purpose. 

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Intel’s Sharp-Eyed Social Scientist

Intel’s Sharp-Eyed Social Scientist | Digital Distillery | Scoop.it
Genevieve Bell, an anthropologist at Intel who leads a globe-trotting team, is trying to learn what consumers want most in their future electronics.
Tonya McKinney's insight:

This, my dears, is the future of marketers--actually the future of almost every role in a company. If you want to be customer centric, you have to hire and/or learn the skills needed to understand humans.  It's not in MBA programs, and the audience-analysis/statistical segmentation taught in marketing is not sufficient.

 

These skills are taught in those crazy, useless "liberal arts" departments that our parents begged us not to major in...the humanities. You need anthropologists, linguistic expertise, social scientists...how else can you understand the humans that are your customers and create a compelling experience for them?

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Big data analysis may lead to secrets being held tighter than ever

Big data analysis may lead to secrets being held tighter than ever | Digital Distillery | Scoop.it
From unlocking the universe's secrets to destroying individual privacy, big data analysis seems, in equal measure, to be credited with solving problems and blamed for creating them.
Tonya McKinney's insight:

Extend this a bit further...If we can discover more insight from the data, yes, one response is to secure it, but the flip side is that it's worth more, which is good news if you monetize it. The "market value" of data will increase at the pace of new analytical methods and tools.

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Confirmit Acquires Social Intelligence and Text Analytics Innovator Integrasco - The Sacramento Bee

Confirmit Acquires Social Intelligence and Text Analytics Innovator Integrasco - The Sacramento Bee | Digital Distillery | Scoop.it
NEW YORK, LONDON and OSLO, Norway, Jan. 22, 2014 /PRNewswire/ -- Confirmit has today announced the acquisition of Integrasco, a leader in social intelligence and text analytics.
Tonya McKinney's insight:

Beginning of social insight roll-ups in Europe? The smaller firms have proven the use cases and value, and now we're seeing the larger enterprise players snap up the analytics IP frameworks and software from these start-ups  (Topsy) and emerging firms. The key here is for the social insight to be more tightly integrated to an engagement/action platform (tah-dah...system of engagement). So who buys who will really be important. This merger, for instance, may be a move to help them both look more attractive to larger acquirers.

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Silver nanowire sensors could be the flexible foundation for new wearables

Silver nanowire sensors could be the flexible foundation for new wearables | Digital Distillery | Scoop.it
A clear, bandage-like sensor could eventually make everything from fabrics to our fingers smart. Dr. Yong Zhu and a team of North Carolina State University researchers created an ultra-thin,...
Tonya McKinney's insight:

Wearable technology truly becomes the "fabric" of our lives with advances in sensor threads. Companies can build in monitoring directly into their "conventional" products. This integrated feedback loop was only available to digital products like ebooks or pure tech products like mobile phones.

 

Now the most mundane items enter the Internet of things: clothes, lattes, shoes, wine, chocolate, bikes, dogs, garden, mailbox...just my first personal list for monitoring...

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Content Quality: The Essential Checklist - Heidi Cohen

Content Quality: The Essential Checklist - Heidi Cohen | Digital Distillery | Scoop.it
What is content quality? To ensure that your content marketing makes the grade, here are 17 essential factors your content needs to have content quality.
Tonya McKinney's insight:

In further support of Heidi Cohen's content checklist...I'll share some  findings from our extensive Social Analytics work:


#1, #5, and #11: Promotions that use the same terms and themes found in customer discussions outperform those using abstract and industry terms by at least 2 to 1. And, customer engagement was greater--customers were more likely to add personal commentary on these promotions when sharing.

 

#13, #15, and #16: Communications that have easily shareable content and ask for an action are also characteristics of higher performing promotions. For instance, donation and voting promotions did very well in the last three months.

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L'Oreal Teams Up With Google Glass for Hair Styling Tutorials

L'Oreal Teams Up With Google Glass for Hair Styling Tutorials | Digital Distillery | Scoop.it
Hair care giant L'Oreal USA is using Google Glass to make hair styling lessons from the stylist's point of view.
Tonya McKinney's insight:

Google Glass definitely has powerful use cases in "eye-on-hands" training and support of field personnel. Imagine the savings when you can leverage a centralized HVAC or plumbing guru who directs a dozen junior field staff. Tech with value outside the tech industry has the best potential for explosive growth.

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Silverpop - Location Marketing 2.0 Arrives: The Impact of iBeacon

Silverpop - Location Marketing 2.0 Arrives: The Impact of iBeacon | Digital Distillery | Scoop.it
Apple’s announcement of the iBeacon functionality as part of its iOS7 operating system is a game-changer for how businesses will conduct location-based marketing in the future.
Tonya McKinney's insight:

If only all your customers had iPhones, this would be great. Or, if iBeacon was an industry standard...which is why companies have to get ahead of the mobile innovation cycles and drive some of this on their own. Imagine if top retailers selected a standard beacon technology, guaranteed exclusive store offers via the beacon channel, and opened the platform to device and app makers? Would we not have a geo- targeted retail that served the broader set of consumers?

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Big data could tackle £2.8bn lost to benefit fraud - Computer Business Review

Big data could tackle £2.8bn lost to benefit fraud - Computer Business Review | Digital Distillery | Scoop.it
Analytics offers potential for zero-tolerance approach.
Tonya McKinney's insight:

This is one of the easiest and most valuable use cases for big data Analytics. Members of our Analytics team have had a framework that reduced fraud by an immediate 20-30%. They built it years ago...this is all about execution at this point. And overcoming IT's "not built here" mentality.

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