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Ding! You are Now Free to Create a Great Customer Experience - Business 2 Community

Ding! You are Now Free to Create a Great Customer Experience - Business 2 Community | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

As CEO Gary Kelly said “…we are a team – and while we don’t strap on helmets and pads, we are united, like all great teams, by a singular purpose. Our purpose is to connect people to what’s important in their lives through friendly, reliable, and low cost air travel. And our success is dependent on our ability to execute and fulfill that purpose.”  

 

Share your experience with Southwest?

 

What are your thoughts on the new wireless streaming options on board?

 

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New Customer - Passenger Experience
Everyone is now focused on the customer experience to drive more brand loyalty, in return increase revenues, while streamlining cost structures. All topics are discussed and considered, #Management / #Leadership, #Customer #Journey, #Social #Media, #Content #Marketing, #Mobile, #Data and many more as they all impact a customer / passenger #experience. Get ready to navigate the next business and social trends that will impact everyone's bottom line. If you want to engage further, reach out via all my social networks, starting with Twitter: @Eric_Determined - Representing new ventures in mobile and social engagement - Connect with me via LinkedIn: https://www.linkedin.com/in/eric-silverstein-931521
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Become a Superhero for your Customers

Become a Superhero for your Customers | New Customer - Passenger Experience | Scoop.it
While Legends of Tomorrow fight together to avoid world destruction, I've gathered my own team of extraordinary leaders that have inspired my career
Eric_Determined / Eric Silverstein's insight:

Lessons in Employee and Customer Experience, Strategy, Leadership to name a few.


Share your mentors and stories across your own journey?

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Moment of Misery vs Moment of Magic

Moment of Misery vs Moment of Magic | New Customer - Passenger Experience | Scoop.it
An Amazing Experience My daughter came home from school to visit us over a recent holiday. She was flying on Southwest Airlines and checked a piece of luggage.
Eric_Determined / Eric Silverstein's insight:

How to take a negative experience and turn it into a moment of delight.


@Hyken shares a great story @SouthwestAir. They live their brand mission, and focus on hassle free experience, key drivers to building successful customer relationships.


They learned from past experiences, and through this nominal investment they strengthen their customer loyalty and lifetime customer value.


Which airline will you choose for your next flight?

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Behaviors Are The New Markets!

Behaviors Are The New Markets! | New Customer - Passenger Experience | Scoop.it
Marketing Strategy - Don't obsessively focus on your marketing channels. Doing so prevents you from focusing on what's most important—your customers' needs.
Eric_Determined / Eric Silverstein's insight:

"Finding the right ways to engage with customers today is harder than ever. No longer do we try to get things done in our professional or personal lives using one path—it is far too high-paced and competitive out there to limit our options. And customers are choosing the path of least resistance to get what they need.


Jane Hiscock from Farland Group shares valuable insight from her Omnichannel Strategy recommendation.


CEOs remarked that behaviors are the new markets.


New markets used to be thought of as new geographies like Brazil, Russia, China, or a different demographic.


This is where everything needs to rise and fall. New markets will come by focusing on different customer behaviors.


If we put customer behavior, not just customer at the center, what will that yield that is different?


It will force us to think behavior and intent first, and to consider the ways to engage with that behavior second or third.


In this world of hundreds of channels and ways to engage, one can easily shift from an obsessive focus on products to an obsessive focus on channels and remain blind to the customer.


Forget all of the products and all of the channels, and focus on the customer. Ultimately, what customers want is for their life to be simplified."

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Are You Ready For: ‘Internet of Me’ ?

Are You Ready For: ‘Internet of Me’ ? | New Customer - Passenger Experience | Scoop.it
In the Internet of Me, consumers tell you who they are and their motivation at this moment. Is your brand listening and competing for them?
Eric_Determined / Eric Silverstein's insight:

"A successful experience becomes one that is very personalized rather than simply a brand experience.

 

Consumers don’t care about channels or brand priorities or ads, but rather that brands engage with them. In other words, customers define their own journey, choosing where and how to engage with said brand, and whether they go beyond that initial interaction and eventually transacts.

 

The stakes are even higher as consumers give up data about themselves and their expectations for relevant content and experiences grows.


It means brands and marketers must make good use of the data that comes from devices and to use interactions to understand customer behavior and to personalize and deliver experiences.


You need to invest in a digital foundation that allows you to assemble real-time and relevant consumer experiences as agile as your marketing campaigns change without compromising on customer concerns like security - do you agree?"

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Dominique Mayon's curator insight, January 28, 2:35 AM

A true challenge for companies in their relationships with customers

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Simplicity: CX Strategy

Simplicity: CX Strategy | New Customer - Passenger Experience | Scoop.it
Competitive Advantage Simple is simple. Simple doesn’t always mean easy. And, sometimes simple is actually hard to pull off. But some companies have mastered
Eric_Determined / Eric Silverstein's insight:

"Simple is simple. Simple doesn’t always mean easy" 


Shep Hyken shares valuable insight and lessons from @Amazon @MetLife #In-N-Out @ChickFilA and how simplicity is a competitive advantage for them.


Share your favorite brand that focus on simplicity?

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The Top UX Predictions for 2016

The Top UX Predictions for 2016 | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

Trends that will shape the experience design in 2016.


Thought leaders and contributors to UX Magazine share their expectations. A long list, but one recurring theme: "Easier for the Customer" 


- Adopting UX: The Challenge of Change – Scott Plewes,Macadamian


- Designing Anticipatory Experiences & Why Designers Need To Be Business Literate – Sarah DoodyUser Experience Design & Consulting

- The Future is Overrated – by Stefan Moritz, Veryday- Personalized Experience – Liraz MargalitClicktale- Touch First Design – Will HackerCars.com- Mobile enabled experiences – Sebastian SabounéHive- Up With Touch-Free, Down With Multipurpose – Q ManningRocksauce Studios- Customer Journey Analytics – Ania RodriguezKey Lime Interactive- Designing for Content and Seamless Experiences – Jaron RubensteinRubenstein Technology Group- The Evolution of User Interfaces – Rob Tannen, Intuitive- UX Will Go Multi-channel and Multi-device – Sergio NouvelContinuum- Incorporating Customer Data Easily into Personalized Experiences – Kevin O’ConnorUser Insight- UI Trumps UX (Unfortunately) – Steven Hoober4ourth Mobile- Consolidation of Apps and Merging Real and Virtual Communities – Mary BrodieGearmark- Subtle Interactions – Anders ArnqvistVeryday- Empowering Design – Nour Diab YunesFjord
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Mobile Marketing - 3 key areas

Mobile Marketing - 3 key areas | New Customer - Passenger Experience | Scoop.it
Many still consider ad networks to be in an amateur state, and mobile marketing in its infancy. Over the coming years, the marketing community will be able to leverage greater value from information gleaned from users’ mobile devices, enabling more precise and effective marketing than ever before.
Eric_Determined / Eric Silverstein's insight:

"MOBILE HANDSETS provide an excellent marketing intelligence platform that to date has not been fully exploited. The data they yield can bring greater relevance, proper context, and optimal timing to marketing efforts in such a way that well-done mobile marketing will always cut through the noise."


How are you leveraging the 3 key areas to mobile marketing:


1. Location / Geofencing

2. Behavior-based Marketing

3. Mobile Engagement

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Customer Listening Path

Customer Listening Path | New Customer - Passenger Experience | Scoop.it
The customer listening path provides a constant source of customer feedback organized by journey stage. Leaders are able to understand customers’ lives with a connection to customer behavior and gr…
Eric_Determined / Eric Silverstein's insight:

Too many brands fail to walk in their customers' shoes. Adobe learned great lessons:


1. Many of our leaders and managers didn’t know first hand what it was like to be an Adobe customer. They didn’t access products or services through the same channels customers did so they didn’t always understand that certain policies or business processes might have unintended implications for customers.


2. The data alone isn’t enough. Once people walked in the customers’ shoes, bigger change began to happen more quickly.


3. Immersion exercises needed to run the gamut from simple to difficult. Participants do all the things customers do every day, like signing up for an account or accessing services. The program works. We started seeing senior leaders who had completed the program then sign up their teams across the company to get more real-life, first hand customer perspective.


As Jeanne highlights, the customer experience is a shared responsibility across the entire organization - do you agree?

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Simplicity ≠ Simplistic

Simplicity ≠ Simplistic | New Customer - Passenger Experience | Scoop.it
Simplicity is not a starting point, neither is it a destination, it is a continuous iterative process.
Eric_Determined / Eric Silverstein's insight:

The Laws of Simplicity: 

  1. The First Law: The opposite of Simplicity is not Complexity but Confusion. 
  2. The Second Law: The path to Simplicity is through Complexity.
  3. The Third Law: Complexity is never eliminated but can only be reduced or concealed. 
  4. The Fourth Law: Simplicity is achieved by finding the right balance between usability and usefulness.


Amrita says it best: "Simplicity is not a starting point, neither is it a destination, it is a continuous iterative process" - Do you agree?

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Efficienarta's curator insight, January 13, 8:06 AM

An economic consulting firm that I used to work for made a brand promise of "Unravelling complexity. Revealing simplicity". This served as a very powerful driver of our internal behaviour - from the structuring of spreadsheet workbooks to the construction of arguments for use in court, in front of the European Commission etc. My sense is that in many organisations, the people in the middle of the hierarchy honesty believe that complexity is good - perhaps partly because they have a belief that managing such complexity provides them with more job opportunities .....

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25 Ways To Retain Your Customers

25 Ways To Retain Your Customers | New Customer - Passenger Experience | Scoop.it
What does it take to retain your customers month after month? Is it as simple as offering a cutting-edge, market-leading product? Some people still seem to believe that “if you build it, they will come” (or, in this case, stay). But that’s not enough. Often, the market-leading products aren’t the “best” products – they’re just […]
Eric_Determined / Eric Silverstein's insight:

In 2016, let's start with the basics. As we all know, it's a better investment to retain a customer than trying to continuously acquire new ones.


As Michael highlights, some points may be obvious, nevertheless, review all points to make sure you capitalize wherever possible.


Which points will you focus on in 2016?

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Gadget Trends That Will Change Our Lives - CES

Gadget Trends That Will Change Our Lives - CES | New Customer - Passenger Experience | Scoop.it
The 2016 International Consumer Electronics Show kicked off, at least for the press, with an analysis of the trends that are driving the tech universe.
Eric_Determined / Eric Silverstein's insight:

Companies attending CES are focused on customer experience, by designing meaningful technologies.


Shawn Dubravac shares 3 key trends to be exhibited during CES:


1) Ambient Sensors

2) Aggregated Learning 

3) Nascent Technologies 


Which gadget are you most interested in?

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CIM Academy's curator insight, January 6, 8:20 AM

Which ones will impact you personally - or, more importantly, which have the potential to disrupt your business?

CIM Academy's curator insight, January 6, 8:20 AM

Which will disrupt your business?

Guillermo Meza's curator insight, January 7, 8:05 PM

Gadget Trends That Will Change Our Lives - CES

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What The Best Brands Will Do in 2016!

What The Best Brands Will Do in 2016! | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

What will you implement from the lessons shared by Andreas von der Heydt?


It's important for leaders to understand these new challenges and opportunities, then adapt their organization to better anticipate the demands and expectations of their customers, while empowering their employees with greater tools that will simplify their communication and service/product capabilities.


The more agile your organization becomes, the more responsive you can be to your customers.


Wishing everyone a safe and successful 2016!

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What's Next In Mobile Technology?

What's Next In Mobile Technology? | New Customer - Passenger Experience | Scoop.it

We’re now coming up to 9 years since the launch of the iPhone kicked off
the smartphone revolution, and some of the first phases are over - Apple
and Google both won the platform war, mostly, Facebook made the transition,
mostly, and it’s now perfectly clear that mobile is the future of
technology and of the internet. But within that, there's a huge range of
different themes and issues, many of which are still pretty unsettled. 

In this post, I outline what I think are the 16 topics to think about
within the current generation, and then link to the things I’ve written
about them. In January, I’ll dig into some of the themes for the future -
VR, AR, drones and AI, but this is where we are today. 

See here to listen to the podcast we did around this. 

 

1: Mobile is the new central ecosystem of tech

Each new generation of technology - each new ecosystem - is a step change
in scale, and that new scale makes it the centre of innovation and
investment in hardware, software and company creation. The mobile
ecosystem, now, is heading towards perhaps 10x the scale of the PC
industry, and mobile is not just a new thing or a big thing, but that new
generation, whose scale makes it the new centre of gravity of the tech
industry. Almost everything else will orbit around it. 

The smartphone is the new sun

Resetting the score

 

2: Mobile is the internet

We should stop talking about ‘mobile’ internet and ‘desktop’ internet - 
it’s like talking about ‘colour’ TV, as opposed to black and white TV. We
have a mental mode, left over from feature phones, that ‘mobile’ means
limited devices that are only used walking around. But actually,
smartphones are mostly used when you’re sitting down next to a laptop, not
‘mobile’, and their capabilities make them much more sophisticated as
internet platforms than PC. Really, it’s the PC that has the limited,
cut-down version of the internet. 

Forget about the mobile internet

Mobile first

What would you miss?

 

3: Mobile isn’t about small screens and PCs aren’t about keyboards - mobile
means an ecosystem and that ecosystem will swallow ‘PCs’

When we say 'mobile' we don't mean mobile, just as when we said 'PCs' we
didn't mean ‘personal’. ‘Mobile’ isn't about the screen size or keyboard or
location or use. Rather, the ecosystem of ARM, iOS and Android, with 10x
the scale of ‘Wintel’, will become the new centre of gravity throughout
computing. This means that ‘mobile’ devices will take over more and more of
what we use ‘PCs’ for, gaining larger screens and keyboards, sometimes, and
more and more powerful software, all driven by the irresistible force of a
much larger ecosystem, which will suck in all of the investment and
innovation. 

Mobile, ecosystems and the death of PCs

 

4: The future of productivity

Will you always need a mouse and keyboard and Excel or Powerpoint for ‘real
work’? Probably not - those will linger on for a long time for tens of
millions of core users, but not the other billions - computing and
productivity has changed radically before and will change again. Big
screens will last, for some, and maybe keyboards, for some, but all the
software will change. It will move to the cloud, and onto mobile devices
(with large or small screens), and be reshaped by them. The core question -
is typing, or making presentations, actually your job, or just a tool you
use to get your actual job done? What matters is the connective tissue of a
company - the verbs that move things along. Those can be done in new ways. 

Office, messaging and verbs

Podcast: Slack

Tablets, PCs and Office

 

5: Microsoft's capitulation

Microsoft missed the shift to the new platform. Xbox is non-core, Windows
Mobile is on life support, Windows 10 is a good prop for the legacy
business that can slow but not prevent this change, and Satya Nadella has
explicitly stated that the decades-old strategy of ‘Windows Everywhere’ -
of trying to be the universal platform - is over. That doesn’t remotely
mean that Microsoft is dead, but it has to work out how to use the cash and
market position of the legacy monopolies to help it build new businesses.
That’s a big change from the past, where everything was about building
Windows and Office. But it’s not quite clear what those new businesses will
look like - Microsoft has to try to reinvent the connective tissue of the
enterprise. 

Microsoft, capitulation and the end of Windows Everywhere

 

6: Apple & Google both won, but it’s complicated

The mobile generation is unusual in that we seem to have two winners - both
Apple and Google won, in different ways. Conventionally, the bigger
ecosystem wins and sucks all activity into its orbit, but Apple’s ecosystem
has perhaps 800m active users, far larger than in previous generations, and
has perhaps half of global mobile browsing and two thirds or more of app
store revenue (a good proxy for overall economic activity). Android has
more users but Apple has more of the ‘best’ users (from a developers’
perspective). 

Indeed, one can also ask whether Google rather than Apple has a problem -
Google’s existential need is reach, and both iOS and Android give it reach,
but the reach it has on iOS is limited by what Apple will allow. And less
than a quarter of iPhone users have bothered to install Google Maps. 
Conversely, Apple’s weakness in cloud services and AI may end up becoming
an equivalent strategic problem over time. 

Ecosystem Maths

How many ecosystems?

What does Google need in mobile?

 

7: Search and discovery

The internet makes it possible to get anything you've ever heard of but
also makes it impossible to have heard of everything. It allows anyone to
be heard, but how do people hear of you? We started with browsing, and that
didn’t scale to the internet, and then we moved to search, but search can
only give you what you already knew you wanted. In the past, print and
retail showed us what there was but also gave us a filter - now both the
filter and the demand generation are gone. So, who has the traffic, and
where do they send it? How do AI, or discovery, or the platforms themselves
fit into this?  How much curation, and where? How do you get users?

Search, discovery and marketing

Google Now, Maps and Apple Music

Platforms, distribution and audience

Bay Area problems

Mobile is not a neutral platform

 

8: Apps and the web

There's an involved, technical and (for people like me) fascinating
conversation in tech about smartphone apps and the web - what can each do,
how discovery works, how they interplay, what Google plans with Chrome,
whether the web will take over as the dominant form and so on. But for an
actual brand, developer or publisher wondering if they should do an app or
a website, the calculation is much simpler and less technical: ‘Do people
want to put your icon on their home screen?’ 

Apps versus the web

 

9: Post Netscape, post PageRank, looking for the next run-time

For 15 years the internet was a monolith: web browser + mouse + keyboard.
There were other options, but for most normal consumers the web and the
internet were practically the same thing. The smartphone broke that apart,
but we haven’t settled on a new model. Competition between Apple and
Google, with Facebook trying to butt in, plus all the unrealised
possibilities of a new medium, means the interaction models of mobile keep
changing. Really, we’re looking for a new run-time - a new way, after the
web and native apps, to build services. That might be Siri or Now or
messaging or maps or notifications or something else again. But the
underlying aim is to construct a new search and discovery model - a new
way, different to the web or app stores, to get users.  

Apps versus the web

App unbundling, search and discovery

Mobile is not a neutral platform

 

10: Messaging as a platform, and a way to get customers. 

A big part of this hunt for a new runtime, and a new discovery layer, is
messaging. Facebook almost built this on the desktop and WeChat has managed
to build it on mobile in China. By turning messaging into a development
environment, you create an alternative to the web or the app store, but
without the binary installation problem of apps (‘is it installed or not?’)
and with your own new discovery and user acquisition platform. An important
strand of this is unbundling services - you unbundle content from apps into
messaging (or notifications) and you also unbundle messages from websites
(via email or apps) into your messaging platform, turning it into the new
connective tissue of your phone. At least, that’s the idea. 

Facebook and a few others want to do this outside China, but haven’t
managed yet (and building layers onto the OS is tough for anyone other than
the OS owner), and Apple and Google are also pondering how to take this
forward. 

Messaging and mobile platforms

Podcast: messaging and mobile platforms

WhatsApp sails past SMS, but where does messaging go next?

See also this primer on WeChat from my colleague Connie Chan

 

11: The unclear future of Android and the OEM world

Android won the handset market outside of Apple, but it’s not quite clear
what that means. Attempts to make a straight ‘fork’ of Android (e.g. Kindle
Fire) fail on lack of access to Google’s services, but that doesn’t mean
no-one can create a mostly non-Google experience - this is what Xiaomi and
its imitators are doing and why Cyanogen is enabling as well.  And this
matters, because the OS, more and more, is a route to discovery of services
- if you control the OS you can shape what people do, far more than you
could on the desktop web.. 

Amazon and Android forks

Why do we care about Xiaomi?

Android taxonomies

 

12: Internet of Things

Our grandparents could have told you how many electric motors they owned -
there was one in the car, one in the fridge and so on, and they owned maybe
a dozen. In the same way, we know roughly how many devices we own with a
network connection, and, again, our children won’t. Many of those uses
cases will seem silly to us, just as our grandparents would laugh at the
idea of a button to lower a car window, but the sheer range and cheapness
of sensors and components, mostly coming out of the smartphone supply
chain, will make them ubiquitous and invisible - we’ll forget about them
just as we’ve forgotten about electric motors. 

This means, I think, that talk of standards for IoT misses the point -
‘connected to a network’ is no more a category’ than ‘contains a motor’,
and there will be many different platforms and standards. More important is
the fact that, especially in the enterprise, this explosion in sensors
means an explosion in data - we’ll know far more about far more, and that
allows fundamental system redesign. 

The internet of things

The home and the mobile supply chain

The industrial internet

 

13: Cars

The move to electric and the move (if and when) to autonomous, self-driving
cars fundamentally change what a car is, but also what the whole automotive
system might look like. Electricity changes the mechanical complexity of
cars and hence changes who might build them and what they might look like.
Autonomy and on-demand services change who buys them, meaning the buying
criteria will be different. But they could also change the urban landscape
just as much as cars themselves did - what do mass-market retail or
restaurants look like if no-one needs to park?

Ways to think about cars

Podcast: ways to think about cars

 

14: TV and the living room

The tech industry spent a quarter-century trying to get to the TV set to
take it online - that was going to be the mass-market computer. Now it
looks like this might finally be happening, but it’s almost a side-show -
Microsoft declares Xbox is no longer a strategic asset, TVs are accessories
to the smartphone, and it’s the smartphone, not the TV or PC, that
delivered the computing revolution and took computing into the living
room. 

TV, mobile and the living room

Notes on TV

 

15: Watches

Watches are maybe the most puzzling satellite in the smartphone solar
system. In theory they should be everything - the aim of every scifi
fantasy - yet today it’s easy to dismiss them as pointless toys. To me,
they’re an accessory - a useful and pleasing adjunct to your smartphone,
but they’re still very early. 

How is the Apple Watch doing? 

Why is Apple making a gold watch?

Ways to think about watches

 

16: Finally, we are not our users

The future is unevenly distributed, but so is understanding and interest in
it. In the tech industry we’re comfortable living with the latest things
and presume that everyone else does. But really, these services are
accessories and enablers of people’s lives, and they look at them
differently for what they can do for them. So most iPhone users don’t use
Google Maps, most people don’t use a calendar at all, and audio cassettes
are making a comeback, as normal people take ownership of the tech in their
lives and shape it to their needs. 

Eric_Determined / Eric Silverstein's insight:

16 Mobile Theses shared by Benedict Evans  - " People take ownership of the tech in their lives and shape it to their needs"


Make sure to build a mobile 1st strategy that not only addresses what your customers want and expect, but empowers them to drive greater engagement and personalization.


As Ben highlights: "With an explosion in data, we'll know far more about far more, and that allows fundamental system redesign"


Always be ready to iterate, improve, and seek feedback across your eco-system. Make it simple for your customers and your employees to engage, build flexibility in your overall strategic planning/design.


Which the 16 theses do you see your organization focusing on for 2016?

 

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Tony Guzman's curator insight, December 31, 2015 11:08 AM

This is a good article sharing the author's take on where we are today in mobile technology. Agree or disagree?

Farid Mheir's curator insight, January 6, 9:36 AM

No surprise but great list of reference reading for the new year.

Russell R. Roberts, Jr.'s curator insight, January 16, 12:54 AM

Thanks to reporter Farid Mheir for this stimulating article.  Mobile technology is the big thing in business marketing in 2016.  Here's a good list of topics to bring you up to date on how digital media is changing business, technology, and marketing.  Lots of good stuff here.  Aloha, Russ.

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The End of the Customer Journey?

The End of the Customer Journey? | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

"The personalized customer journey as it exists today is a static response to a dynamic problem.


A journey by definition is about movement from point A to B, and the traditional customer journey is about facilitating that movement – but it’s clear that today’s consumers are not held by such linear constraints. - Do you agree?


A sale is no longer a win; it’s just another stage, and another part of the cycle where competitors can slip in."


@McKinsey focuses on the new customer decision journey.


Retention Science is focusing on AI to identify where a customer is within the journey at a given moment, and providing the most relevant messaging for that corresponding spot.


Share your thoughts?

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Customer Attention Is the Ultimate Commodity

Customer Attention Is the Ultimate Commodity | New Customer - Passenger Experience | Scoop.it
Here are three lessons from INBOUND on innovative ways to boost consumer attention with better content marketing.
Eric_Determined / Eric Silverstein's insight:

Lessons from Inbound 2015 applicable to your business in 2016 and beyond!


1. People forget up to 90% of what you share with Them


- How will you remain memorable?


2. Leverage Millennials to connect with Millennials


- Engage likeminded customers - the greater results come from peer recommendations, do you agree?


3. Focus on Storymaking!


- Brands should facilitate and tap into the stories people are creating and sharing with each other. Empower your customers, they are your brand voice!


If you want to stand out in this noisy world, let's connect.

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Focus On 15 Digital Marketing Trends

Focus On 15 Digital Marketing Trends | New Customer - Passenger Experience | Scoop.it
What are the digital marketing trends that you should be focusing on to take advantage of these opportunities?
Eric_Determined / Eric Silverstein's insight:

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.


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Umeed Kothavala's curator insight, January 29, 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, 3:25 PM

Being Mindful to Focus in 2016 ....

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7 Common Marketing Mistakes To Avoid!

7 Common Marketing Mistakes To Avoid! | New Customer - Passenger Experience | Scoop.it
Marketing Strategy - If you decide to fix even one of the following mistakes, you will see better results for you and your business.
Eric_Determined / Eric Silverstein's insight:

Want to delight your customers and see results for your business; 7 recommendations - @SubirKumedan


  1. Look beyond your direct competitors.
  2. Start with customer motivations, not design.
  3. Practice user-centered design, not designer-centered design.
  4. Create and solve for specific customer segments, not a vague or broad audience.
  5. Prioritize your outcomes in order of customer and business value.
  6. Ensure that you are answering the WIIFM question.
  7. Test before launching to understand the why.


1. By looking outside the vertical, you also understand how your customers are viewing you in context of other choices in their lives. They compare you to Amazon, Airbnb, Spotify, or the like—the "places" where they spend 80% of their time.


2. Before starting design, create customer profiles to...

- Understand your customers' motivations

- Map their consideration and purchase journey

- Choose the appropriate design templates

- Write more focused content that addresses their fears and desires



3. A customer profile is critical for three key reasons:

- You can visualize your customer better (important for empathy)

- It is more directional for copy, imagery, tone of voice, and calls to action

- It helps prioritize messaging—what benefits or features to prioritize

 

In short, design with your most important customer in mind.


4.Design by community is usually the kiss of death for great customer experience.

 

Solution:

Good: Have a checklist of customer needs and pain-points your brand has to deliver on to achieve business results.

Better: Have a persuasive user experience practitioner who knows how to balance business and customer needs and—more important—knows how to persuade and convince people who have different motivations and goals.

Best: Conduct qualitative (one-on-one) customer research, then share the findings with customer quotes (and video, if possible) to persuade at an emotional level.



5. Your first-time visitors are likely to take ONE action, if they take any at all. So think carefully about the top two or three actions you want a visitor to take, then design the experience around those.

Solution:

- Limit consumer desired actions to 2-3, no more than 5.

- Prioritize those actions based on customer need first, then business goals.

- Convey their importance to the user by creating an appropriate visual hierarchy.



6. Watch out for not delivering enough or any value in return for a desirable user action.

That "once bitten, twice shy" rule is widely prevalent online.

Solution:

- Review your CTAs that lead to high-value (or gated) content.

- Set expectations where possible (e.g., gated-content landing page).

- Deliver a lot of value at the destination page/screen.


7. Common mistakes such as designer-centered design, usability, and messaging can be easily corrected by qualitative user testing.

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Concentrate On What Matters: Buying Decision!

Concentrate On What Matters: Buying Decision! | New Customer - Passenger Experience | Scoop.it
Are you really ready to engage buyers in real time? Don’t get me wrong – I’m extremely excited about the benefits of marketing to buyers at precisely the time and place where they are ready to listen to us. Sometimes ...
Eric_Determined / Eric Silverstein's insight:

"Consider the value of basing your buyer personas on insights into your buyers’ decisions:"


1. Priority Initiative: What triggers your buyer to start shopping for a solution like yours?


2. Success Factors: How does your buyer describe the ideal outcome of this purchase?


3. Perceived Barriers: What attitudes or facts will prevent your persona from buying a product like this, and why would they choose to spend their money elsewhere?


4. Decision Criteria: Which attributes of your product, service or company does your buyer pay attention to while they are considering their options?


5. Buyer’s Journey: What resources does your buyer trust and who is influential as your buyer makes a decision?"


Valuable insight from Adele Revella, are you capturing and understanding your buying decision process today?

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Entering the 4th Industrial Revolution @Davos

Entering the 4th Industrial Revolution @Davos | New Customer - Passenger Experience | Scoop.it
To meet consumers’ expectations, new business models shifting from primarily mass products to more personalized solutions are seen as essential for future success.
Eric_Determined / Eric Silverstein's insight:

With leaders across all industries and governments attending the World Economic Forum in Davos, what does the 4th Industrial Revolution mean?


3 key characteristics your business should embrace:


1. Asset Sharing

The world is in the midst of a transition to an access-versus-ownership economy. 


2. Modular operating models

The ability to digitally coordinate across the supply chain is enabling businesses to be more modular than ever before.


3. New organizational structures and employment models

With the big shift in business models from being a centralized asset-heavy organization to modular and asset-lean entities, new organizational structures will be needed to support these new models. 

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Saeid Khak Rah Ale M's curator insight, January 23, 1:03 AM

Yes and we need to introduce a new culture operating system that support new business model. 

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6 Trends Shaping Location Marketing In 2016

6 Trends Shaping Location Marketing In 2016 | New Customer - Passenger Experience | Scoop.it
How will local marketing change this year? From apps to beacons to mobile wallets, columnist Adam Dorfman covers six trends local search marketers should pay attention to.
Eric_Determined / Eric Silverstein's insight:

The results are clear, when you offer relevant offers, connections, and information.


How do you foresee these location marketing trends impacting your business for 2016?


"In the meantime, Facebook continues to strengthen itself as a local search platform. The day is fast arriving when Facebook will serve up suggested local enterprise content next to personal conversations and queries about where to go and what to buy. I see opportunities for Facebook to monetize its business directory and make use of personal recommendations that people make to each other."


Pay attention where people are spending most of their time, learn from their interaction, and engage with them.


As Adam highlights, your brand needs to adapt to new conditions, technology and customer expectations.

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Oscar Padilla's curator insight, January 19, 10:40 AM

Good article on location marketing trends

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Reach Is Easy, Engagement Is Key - 10 Tips

Reach Is Easy, Engagement Is Key - 10 Tips | New Customer - Passenger Experience | Scoop.it
Advertising - Targeting and buying online audiences has never been easier or more affordable. But even the right audiences can be hard to engage once you reach them. The key to making ...
Eric_Determined / Eric Silverstein's insight:

It's easy to reach prospects, but harder to engage them, the key to make your audience care is "relevance" - Do you agree?


Here are 10 tips on maximizing relevance:


1. Tap Into user's passions

2. Layer in context and content targeting

3. Native placements are working

4. Lists are popular formats

5. Be timely

6. Influencer marketing is on the rise

7. Don't completely write off site-direct ad buys

8. Consider dynamic creative

9. Harness the power of Google

10. Test, measure and test again


I would really stress on that last one!

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Who Is The Lead Singer Of Your Brand's Social Band?

Who Is The Lead Singer Of Your Brand's Social Band? | New Customer - Passenger Experience | Scoop.it
Think of all the great brands you know. Think of all the great bands you know. Thank of all the great leaders you know. Think of all the great singers you know. What is the one thing they all have in
Eric_Determined / Eric Silverstein's insight:

People First… Brand Follows

 

People Lead People… People Buy Products

 

The best brands start revolutions.

 

People lead revolutions.  Brands are the by-product.

 

People lead innovation through new ideas and visions. 

 

People buy vision and the brand is the by-product.

 

Very few brands can sustain and engage an audience long term without a lead singer.

 

The singer will always be the voice behind the band or in this case… The BRAND!


Check Jack's interview with Miles at the end, well worth it!

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Nomad Communications's curator insight, January 12, 3:33 PM

One of the most neglected aspects of content creation is finding the right voice--Your voice. It doesn't matter if you're a small mom and pop shop or a giant venerable brand like Apple. Steve Jobs was the voice of Apple, and I think it's fair to say that Apple struggled to find it's  voice after Jobs' untimely death.  So... Who are you?

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Mapping a Mobile App User's Journey

Mapping a Mobile App User's Journey | New Customer - Passenger Experience | Scoop.it
Mobile - Check out these stats to better understand mobile users' behavior and to establish a strong path to conversion.
Eric_Determined / Eric Silverstein's insight:

How are you engaging your users, and rewarding their social activities to drive new mobile app downloads?


"Remember, the biggest ROI is not about how sleek your app is, it is about how you engage with the user"

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Bérénice Poircuitte's curator insight, January 7, 3:08 AM

How are you engaging your users, and rewarding their social activities to drive new mobile app downloads?


"Remember, the biggest ROI is not about how sleek your app is, it is about how you engage with the user"

elearning at eCampus ULg's curator insight, January 10, 5:05 AM

Nice mapping on Mobile usage

Cotton's curator insight, January 16, 12:12 AM
Very cool info graphic.
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Understanding Customers in 2016

Understanding Customers in 2016 | New Customer - Passenger Experience | Scoop.it
Customer insight is changing direction. As we prepare to welcome in a new year, the digital marketing industry can expect innovative new...
Eric_Determined / Eric Silverstein's insight:

"Marketing lives or dies depending on its understanding of customers" - how are you leveraging this new nexus of data?


"Combining social media data, market data and customer data tells a much more complex ‘digital story’ than exchange data does alone, painting a fuller and more nuanced picture of individual consumers.


An overdependence on behavioural data has turned consumers into creatures of habit, but marketers should recognise that this is not the full picture. Humans are aspirational and multifaceted; customer insight should therefore be derived from a combination of equally rich datasets.


From their complex digital footprints, marketers can see the brands customers engage with, the influencers and personalities they admire, their hopes and their aspirations.


Suddenly, the concept of real predictive analytics is on the horizon.


Gone will be the days of looking in the rear-view mirror of past behaviours, which are often instantly redundant.


With this understanding, brands can now reach out beyond their existing customer base. By using external data, aggregates of market activity and social media activity, big data solutions can give valuable insights into what your competitor’s customers want, providing brands with the opportunity to acquire new customers at scale and with ease."


Does your organization have the right tools and infrastructure in place to capitalize on the above? 

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Star Wars & Your Business Have One Thing In Common!

Star Wars & Your Business Have One Thing In Common! | New Customer - Passenger Experience | Scoop.it
One surprising thing your business and Star Wars have in common
Eric_Determined / Eric Silverstein's insight:

The power of Storytelling


As Christian Ray from Third Drive highlights "Your story of passion, drive and vision for your business are as important as giving people reasons why they should buy your products or services." 


The power of Storytelling enables customers and employees to connect on an emotional level, part of the foundation to building lasting relationships.


Going back to Star Wars, how did you like this latest installment/story?

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Bettina Thompson's curator insight, December 30, 2015 4:44 PM

Looking forward to creating an amazing story - worthy of the telling in 2016!  

Hope you do too!

xo

The Life Sponge

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What will your Customer Experience look like in 2016?

What will your Customer Experience look like in 2016? | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

"The focus of customer experience design will transition from customer delight to simplicity" - Do you agree?


Amrita shares 5 key insight:


1. Customer Strategy Is The Business Strategy


2. Effort And Responsiveness Emerge As Key Customer Metrics


3. Shift To Proactive And Pre-emptive Engagement


4. Contact Centre Is The Customer Retention Centre


5. Virtual And Augmented Realty Come Of Age


While companies have traditionally focused on NPS scores, I absolutely agree with Amrita that CES and CSAT are key additional drivers to long term success.


By removing pain points, making it easier for your customers to find you, engage, and purchase, delivering satisfaction across all channels/touchpoints, you earn their loyalty and make it easier to gain their advocacy.


What other customer experience trends are you anticipating for next year?

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Colin Taylor TRG's curator insight, December 22, 2015 7:25 AM

A good list of trends to watch for in 2016 #custserv #custexp #cctr

Amy Clark's curator insight, December 23, 2015 9:16 AM

Great insight!!

Andre Piazza's curator insight, December 26, 2015 3:21 PM

#CX advances into 2016