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How @Target Missed Their Target!? | Customer Experience

How @Target Missed Their Target!? | Customer Experience | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

With major retailers focused on customer experience, how did this one promotion derail the entire corporate focus?

 

They certainly lost sight of the customer in this case.


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New Customer - Passenger Experience
Everyone are 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 - Latest venture www.snapcious.com - mobile, visual and social engagement.
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How to Promote Your Business with Brand Ambassadors using Visual Content Marketing

How to Promote Your Business with Brand Ambassadors using Visual Content Marketing | New Customer - Passenger Experience | Scoop.it
Passionate brand advocates can provide marketing on steroids. On a social web they boost sharing, enable crowd sourced marketing and they do it for free. They are your online tribe of brand ambassadors….
Eric_Determined / Eric Silverstein's insight:

The power of "word-of-mouth"


According to a recent Nielsen survey, 84 percent of those surveyed ‘always’ or ‘sometimes’ take action based on personal recommendations. Further still, 70 percent said they took action because they followed someone’s recommendation online.


Paul shares great examples and insight. Who or what  influenced your last significant purchase?

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Kay Bradford's curator insight, July 28, 10:54 AM

Visual content can help you better fuel word-of-mouth marketing. "According to a recent Nielsen survey, 84 percent of those surveyed ‘always’ or ‘sometimes’ take action based on personal recommendations. Further still, 70 percent said they took action because they followed someone’s recommendation online."

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Marketing in the Age of Micro-Moments

Marketing in the Age of Micro-Moments | New Customer - Passenger Experience | Scoop.it
Google argues that mobile has fractured or fragmented forever consumer behavior into dozens or hundreds of short, fleeting, intent-driven moments. Digitally enabled by smart phones, consumers search for information, learn about brands, buy products anytime or anywhere, wherever they have a “micro-moment” of time, often while doing something else.
Eric_Determined / Eric Silverstein's insight:

Do you agree there has been a fundamental behavior shift of how people find, consider and interact with brands?

 

Google argues that mobile has fractured or fragmented forever consumer behavior into dozens or hundreds of short, fleeting, intent-driven moments. Digitally enabled by smart phones, consumers search for information, learn about brands, buy products anytime or anywhere, wherever they have a “micro-moment” of time, often while doing something else.


Consumers behave ever more spontaneously, with short attention spans, and short bursts of actions. They make decisions instinctively and focus on solving a specific need at particular time and place. They shop in spare moments, they search while on the go, they buy on a break by picking up primarily the mobile phone.


Share your views on Erich Joachimsthaler article

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Robert Isacovici's curator insight, July 28, 7:02 PM

Mobile usage  changed much more than just habits, it is  shaping an entire generation of people who are becoming more comfortable interacting through their devices. Much  to the detriment of social interactions on a personal level. How will it affect society as a whole is yet to be seen.

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The 7 Essentials of Customer Experience

The fundamental tenets of great customer experiences are comprised of these 7 essentials components. This presentation summarises a new model for measuring and…
Eric_Determined / Eric Silverstein's insight:

From this 2011 slide show, where do you stand on the essentials:


1. Predictable

2. Efficient

3. Convenient

4. Personality

5. Personal

6. Advocacy

7. Affirmation


CES (Customer Effort Score) outperforms NPS and Customer Satisfaction measures in predicting behavior, do you agree?


We certainly see today a key driver in providing frictionless experiences.

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6 Rules for Smart Simplicity & Employee Engagement

6 Rules for Smart Simplicity & Employee Engagement | New Customer - Passenger Experience | Scoop.it
Is employee engagement a chicken-and-egg situation? Does being less engaged make employees less productive... or vice versa: are they disengaged because they have so much more pressure to produce more?
Eric_Determined / Eric Silverstein's insight:

Customers want frictionless experiences, ask Uber!


The same should apply at work, do you agree?


Organizations need to break down silos, KPIs that focus in one area without an understanding of the impact across other initiatives.


BCG share their 6 principles, take a listen to Yves TED talk too.


"Blame is not for failure, it is for failing to help or ask for help" - Jorgen Vig Knudstorp, the CEO of The Lego Group



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What Does It Take To Be Customer-Obsessed?

What Does It Take To Be Customer-Obsessed? | New Customer - Passenger Experience | Scoop.it
By Ted Schadler  There is much talk about being customer-obsessed. What does it take to be customer-obsessed? Recently, in The New Yorker, Mary Powell, CEO of Green Mountain Power, a small energy company in Vermont, told a story of customer-obsession. Her customer-obsession starts simply: Help customers reduce their energy footprint at no net cost. Green Mountain accomplishes [...]
Eric_Determined / Eric Silverstein's insight:

Help companies spend now both to save later and create options for future growth - do you agree?


Ted highlights the connection between being customer obsessed, also requiring to be technology obsessed.


To frame the opportunity, frame your business technology agenda in four systems — each of which demands a different investment strategy:


1. Systems of engagement

2. Systems of insight

3. Systems of automation and IoT

4. Systems of record


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CMOs' Top Goals and Challenges

CMOs' Top Goals and Challenges | New Customer - Passenger Experience | 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 ...
Eric_Determined / Eric Silverstein's insight:

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?

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Cyril BREJCKA's curator insight, July 17, 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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The Many Voices of Customer Experience

The Many Voices of Customer Experience | New Customer - Passenger Experience | Scoop.it
How many of these voices do you listen to? Perhaps there's one that you haven't yet considered.
Eric_Determined / Eric Silverstein's insight:

Annette shares the many voices of #Customer #Experience.


Are you listening across all channels?

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Customer Experience for the Future: Context is King!

Customer Experience for the Future: Context is King! | New Customer - Passenger Experience | Scoop.it
Every job exists thanks to customer funding. As Peter Drucker said, “The customer is the foundation of a business, and keeps it in existence.” And as Dr. Deming said, “What everyone in a company does can be reduced to one of two functions: to serve the customer or serve someone who does.”  But how many …
Eric_Determined / Eric Silverstein's insight:

If Content is King, Context is GOD - @Garyvee

 

As Dr. Deming said, “What everyone in a company does can be reduced to one of two functions: to serve the #customer or serve someone who does.”  But how many employees in your organization see their job this way? And how many managerial decisions respect these truths?

 

See the difference below:

 

1. “Every company needs an accounts receivable function, so my job is to receive payment as early and often as possible so our books look good.”

2. “As a corporate lawyer, my job is to protect the company from risks.”

3. “On the manufacturing line, my job is to produce product according to our deadlines.”

4. “In engineering, my job is to design products better and faster than our competitors do.”

5. “In marketing/sales/service, my job is to maximize revenue before month-end, every month.”

6. “In customer experience management, my job is to maximize our index (e.g. #NPS) scores.”

 

Breakdown the silos, Think of the synergies possible by creating a common rallying point for every job: we do our work so that customers will choose our company for their next purchases. If so, the new logic will be:


1. “Every customer needs to pay for what they buy, so my job in accounts receivable is to make that process as easy and nice as possible, helping customers want to pay our company.”

2. “As a corporate lawyer, my job is to help the company operate as smoothly as possible for customers’ long-term well-being.”

3. “On the manufacturing line, my job is to produce product that meets customers’ standards of quality and timeliness.”

4. “In engineering, my job is to design products that help customers achieve their goals through us better than through any other source.”

5. “In marketing/sales/service, my job is to sync my processes and communications to maximize customers’ inclination to buy more, and more often, from us.”

6. “In customer experience management, my job is to guide the company in preventing hassles for customers and in maximizing value to customers.”

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Donn DeBoard's curator insight, July 13, 10:17 PM

Great insights! Serving your customer by making every interaction and touch point easy and simple is key to building good relationships.

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Leading With Humility

Leading With Humility | New Customer - Passenger Experience | Scoop.it
Famous leaders are often praised for their passion, assertiveness, focus and intelligence. However, when CEOs were asked to name the most important quality people desire in their leaders, they gave a…
Eric_Determined / Eric Silverstein's insight:
"When you lead with humility, people will naturally gravitate toward your ideas and your vision. It’s a basic part of the #trust equation: If I know that you are acting in the interest of the entire organization, and not in your own self-interest, then I will reciprocate by doing the same."

Trust is an important factor for #Loyalty

Positive employee #engagement drives company results

All impact #customer #experience

Do you agree?
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Ivan Ang's curator insight, July 10, 9:54 PM

Humility is a key characteristic of great leaders, particularly those who are at the pinnacle of leadership.

Donn DeBoard's curator insight, July 13, 10:20 PM

Servant leaders lead from the heart. The integrity of their actions demonstrate  a commitment to values.

Steven Dicks's curator insight, July 15, 6:17 PM

 Godly Humility comes only as we walk as Jesus did. This article has some 4 key words that make a huge difference to any leadership. The world would be a better place if we saw this demonstrated more. 

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▶ Great visual content marketing tips: animated video infographic

Share your videos with friends, family, and the world
Eric_Determined / Eric Silverstein's insight:

10 Visual #Content #Marketing Tips


A great animated #Infographic


1. A picture is worth a thousand words

2. Inspiring Quote Cards

3. Strong Calls to Action

4. Branded Images

5. Interesting Data Visualizations

6. Engaging Videos

7. Tips, Tricks and How-To's

8. Informative Screenshots

9. Thought-Provoking Questions

10. Infographics


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Growth hacking is the new normal

Growth hacking is the new normal | New Customer - Passenger Experience | Scoop.it
Jaci Burns finds out what American Apparel head marketer and author Ryan Holiday has to say about growth hacker marketing at BMA15 in Chicago.
Eric_Determined / Eric Silverstein's insight:

"Growth hackers relentlessly pursue users and growth. When they do it right, those users beget more users who beget more users”, explains @RyanHoliday #BMA15


When they do it right, growth hacking becomes self-sustaining and self-propagating. It gives the term ‘marketing automation’ a whole new meaning."


How are you engaging and connecting with your customers across social & mobile?


Creativity, Data and Social - @Snapcious we can turn it on directly on your existing mobile apps.


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Should you promote the benefit of your brand or the feature?

Should you promote the benefit of your brand or the feature? | New Customer - Passenger Experience | Scoop.it
A product benefit is an abstract claim that might not resonate with a consumer, writes Al Ries. A killer product feature, on the other hand, is gold.
Eric_Determined / Eric Silverstein's insight:

Should you promote the benefit of your brand or the feature?

As Ted Levitt said, "People don't want a quarter-inch drill. They want a quarter-inch hole."

Al Ries shares great examples across multiple brands, from BMW to Burger King, Dove to Geox shoes.

You need to be memorable and establish the right emotional connection.

With visuals worth a thousand words, which brand does it well, or poorly?


The best customer experience is about removing all frictions and making it easy for customers. Should brand messaging be simplified? As Al Ries recommends, "bring your ideas down to earth".

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Why Most Companies Fail at Community Management!?

Why Most Companies Fail at Community Management!? | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

In the digital age, a community is:


"A group of people aligned across common values, goals, or interests. Communities have “members” who self-identify. Members can influence one another. They share experiences. The community meets some need that they all have. Above all else, communities require that members are able to contribute, not just consume.


Defining community is important, but all the more important is defining how it will specifically work for your business. The cost of getting this wrong? A weak community foundation that crumbles when you try to “manage” it, a failure to receive any measurable return on your community investment, and leaving your most loyal customers out in the cold."

As Carrie Melissa Jones correctly highlights: When you leave your most loyal customers out in the cold, you’d better believe they are looking for a warm community elsewhere!"

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Faith Wanyi's curator insight, July 1, 1:56 AM

Being a community manager, i meet a lot of people/companies who think community management is cannot be controlled or planned. But just like in any field, social management can be managed through careful data and statistics.

Simon MacGregor's curator insight, July 2, 4:34 AM

What communities do you identify with and do they identify back?

Sabrina Daninos's curator insight, July 8, 4:19 PM

So true of many major brands. 

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Have Marketers Forgotten What It’s Like To Be Human?

Have Marketers Forgotten What It’s Like To Be Human? | New Customer - Passenger Experience | Scoop.it
Marketers need to move beyond the data and metrics and remember to make meaningful connections with other humans, says columnist Jim Williams.
Eric_Determined / Eric Silverstein's insight:

While watching a small set of targeted metrics is essential for helping you reach business goals, how important is the human and emotional element to creating a lasting #customer #relationship #LCV ?


When customers are happy, they refer their peers, act as references and open up their wallets wider over the long term.


Empower your customers to become your brand voice - "Let your #Advocates do the telling "


How are you enabling your customers to share their stories via your #mobile platform?


@Snapcious we facilitate that ongoing visual conversation anywhere and anytime, directly on the brand's existing mobile app.

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The Value in #CustExp helps Marketing’s Role in Disruption

The Value in #CustExp helps Marketing’s Role in Disruption | New Customer - Passenger Experience | Scoop.it
Campaign targeting, personalization and audience segmentation all top the list for all companies (
Eric_Determined / Eric Silverstein's insight:

Data is the foundation to customer relationship management, do you agree?


This article addresses the key value in customer experience, the different data sets, and how it enables marketers to combat disruption, or become disruptors themselves.


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Why Brands Are Chasing the Enthusiast - Infographic

Why Brands Are Chasing the Enthusiast - Infographic | New Customer - Passenger Experience | Scoop.it
Every brand wants a passionate audience, but not all audiences are as engaged as brands would like. Some consumers simply buy a product and then go on their way, never to be heard from again. That isn't exactly the thrilling, long-lasting customer journey that gets drawn up in boardrooms and talked about by marketing leaders.
Eric_Determined / Eric Silverstein's insight:

Brand #advocates are your super influential enthusiasts.


How are you engaging and making it easier for your #loyal customers to become your brand voice?


Brands existing #mobile platforms should facilitate and empower customers to #engage and share their #experiences. #Reward their activities and strengthen your #social #community .


Share your thoughts on the percentages from the #infographic .

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Embracing the rise of the technical CMO

Embracing the rise of the technical CMO | New Customer - Passenger Experience | Scoop.it
Marketing is becoming one of the most technically complex functions in business today. So it comes as no surprise the requirements for the role of the CMO are evolving. Being “tech savvy” is no longer enough. The understanding of difficult marketing functions must be part of the CMO’s DNA. Creativity is vital too – but the best CMO’s embody a fusion of artistry and digital mastery.

Redefining the role of the CMO

It’s time to redefine the role of the CMO! The next generation should blur ...
Eric_Determined / Eric Silverstein's insight:


Do you agree that standing still in today's environment will leave you in the dust of your forward thinking competitors?


Key areas addressed:

- Combine creativity and technology

- Understand data

- Company cohesion

- Multiple customer strategies


Gartner predicts that by 2017, CMOs will spend more on IT than CIOs. 67% of marketing departments plan to increase their spending on technology-related activities over the next two years. Gartner goes as far as redefining the title of the CMO to a Chief Marketing Technologist. Gartner claims the CMT’s role is to align marketing technology with business goals.


A technical CMO needs to filter the brand ethos into all departments, and right through the customer journey.


As Corrine Sklar, CMO @Bluewolf said, ‘Tomorrow’s CMOs are harnessing all available data across digital silos, giving their customers the intimacy they require and maximising each interaction.’


The new generation of CMO's must understand that all data is not created equal. From experience they know which indicators move the needle. Not all numbers matter.


The technical CMO will test which methods are most effective and then build strategies to improve on failures. #Omnichannel is the Holy Grail, where a brand can fluently communicate with customers across a host of devices and platforms.


The CMO is under more pressure than ever before to make brand-changing decisions and be the flag bearer for a brand’s technical revolution. The industry must embrace artistry and digital creativeness, and welcome the rise of the technical CMO.

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What Digital Natives Want and How Marketers Must Make Privacy Personal

What Digital Natives Want and How Marketers Must Make Privacy Personal | New Customer - Passenger Experience | Scoop.it
Digital natives and other generations perceive privacy differently. Marketers must take this into account and make digital privacy personal.
Eric_Determined / Eric Silverstein's insight:

Through personalizing privacy, brands are able to build consumer #trust.


Only 20% of millennials say they worry about their personal information online, and just under half of 20 to 40-year-olds in America and the U.K. wouldn't object to having their online behavior tracked if they received relevant offers in return, according to two studies by the American Press Institute and Accenture.


As Jon correctly points out: Marketers’ success is driven in large part by knowing our target audiences better than their mothers do. Digital natives are happy to oblige, but older generations aren’t as willing. Marketers must take into account the wants and worries of all generations and provide the best user experience to each.

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Always Be Curious

Always Be Curious | New Customer - Passenger Experience | Scoop.it
Remember when your kids were little and they asked a zillion questions? What? Why? How? When? It’s amazing how direct and focused (and persistent) children can be when they’re learning about their environment. Their curiosity is insatiable, and this is a good thing! In fact, I think children have a lot to teach us when we’re building business relationships and learning about our business environments. We need to be more curious—ask more questions—be more persistent. We tend to be more introspect
Eric_Determined / Eric Silverstein's insight:

Curiosity leads to discovery.


#Engage your customers, build stronger #relationships.


As Ted Rubin highlights:


1) Ask lots of questions

2) Be open to new experiences

3) Allow yourself to dream


Which company will succeed in the long term, one that is set in their ways, or one that is open to new ideas, ways to operate, focused on forging new paths with their clients?


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Gary Williams's curator insight, July 16, 4:19 AM

Curiosity is one of the most important traits of all good salespeople. Be interested before trying to be interesting!

Andria Younger's curator insight, July 16, 9:51 AM

As a mom of a 6 yrs old and to those who have children, I know you can totally relate to this.  

Dr Jody L Roubanis's curator insight, July 16, 4:00 PM

Having inquisitive friends helps us keep that curious perspective and interest in always learning.

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The Most Important Company Asset: Changes in Your Customer Base

The Most Important Company Asset: Changes in Your Customer Base | New Customer - Passenger Experience | Scoop.it
This is the clincher competency. It is what makes this work legitimate. It’s why you are in business: to grow the customer asset.With this Competency, the purpose is to shift to a simple understanding and measurement of success when a company achieves customer-driven growth. Customer Asset Metrics track what customers actually did versus translating (and debating) what they say they might do via survey results. No regression analysis by survey question, or debating results required. The company
Eric_Determined / Eric Silverstein's insight:

Jeanne shares her customer asset metrics, do you have them readily available in your organization?


- Number of new customers earned in this period, volume and value (power of your acquisition engine); sorted by segment.


- Number of lost or lapsed customers lost this period, volume and value (power of the #experience and value perceived), how many increased their purchases, and how many declined in their level of #engagement with you? Sorted by segment.


- Behavioral patterns that show increase or weakening of the customer #relationships.


- Movement of customers within value segments.


- Referrals from existing customers. 

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Customer Experience for the Future: 5 Keys

Customer Experience for the Future: 5 Keys | New Customer - Passenger Experience | Scoop.it
every job has a stewardship to customers’ well-being. If not, why fund it?
Eric_Determined / Eric Silverstein's insight:

Every job and function in your organization has a stewardship to customers’ well-being. If not, why fund it? 

 

Lynn shares 5 key areas to #customer #experience future:


1. Context

2. Outside-In

3. Patterns

4. Collaboration

5. Momentum


Tomorrow, more details on Context...

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Why Things Catch On...

A summary review of the book written by Prof. Jonah Berger, New York Times Best Selling Author titled "Contagious: Why Things Catch On". Why do certain product…
Eric_Determined / Eric Silverstein's insight:

Do you agree that word-of-mouth delivers the greatest ROI?


"When it's top of mind it remains tip of tongue." Great insight from Jonah Berger


When it comes to #mobile, how do you keep your customers engaged anywhere and anytime?


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Nezha EL MASSOUDI's curator insight, July 10, 7:48 PM

Great slidshare on why things catch on #ideas #goingviral

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Mobile is Eating the World & Your Mobile Experience is Starving Your Customers!

Mobile is Eating the World & Your Mobile Experience is Starving Your Customers! | New Customer - Passenger Experience | Scoop.it
Mobile ad spending in the US will jump 50% this year to reach $28.72 billion, which is also almost half (49%) of digital ad spending, eMarketer estimates.
Eric_Determined / Eric Silverstein's insight:

"To survive Mobilegeddon and win among #mobile-first customers, companies must focus on a mobile-only #experience in addition to optimizing the #digital #customer #journey. This starts with learning more about customer frustrations, expectations, and behaviors specific to mobile. When done in parallel to other digital investments, mobile (in each of its forms) becomes an experience unto itself. Accordingly, strategists must apply those insights to architecting an ideal mobile state. Only then can customer-driven mobile strategy truly become part of a company’s DNA and produce results that include increased #engagement, lead generation, #sales, Net Promoter Score (#NPS), customer #retention, #acquisition, #loyalty, and more."


@SNAPCIOUSwe developed a visual and social engagement solution to enable brands to deliver all their social media interactions directly on their mobile platform. Remove all frictions for customers to visually engage around your brand experience, across multiple social networks directly on your existing app.

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Marketing Leap's curator insight, July 8, 8:00 PM

Businesses no longer have a choice as every day, customers are using the closest device at hand, their mobile phone. According to comScore, which uses the "time spent" metric to gauge online consumer retail activity, 56% of all time spent on U.S. online retail occurs on a mobile device. At the same time, 49% of shoppers say their biggest pet peeve related to mobile shopping is that retailers’ websites and apps aren’t optimized for smaller screens. Is your website mobile responsive?

very day, customers are starting their journey using the closest device at hand, thus flipping mobile from second to the first screen and relegating the desktop as second screen. Mobile was once regarded as the second screen but according to comScore, which uses the "time spent" metric to gauge online consumer retail activity, 56% of all time spent on U.S. online retail occurs on a mobile device. At the same time, 49% of shoppers say their biggest pet peeve related to mobile shopping is that retailers’ websites and apps aren’t optimized for smaller screens.

Paul Davies's curator insight, July 9, 4:01 AM
Lets face it these days , we see more people with their heads down looking at their phones than actually watching the road when they walk across it. The statistics show why we should be focusing on marketing to mobile users. Why not run a $ 10.00 Facebook test add to the local market promoting your driving school - car detailing - auto etc business . We know when done right these ads ,with highly targeted ads , they work ! Try it out and let us know how it goes for you ? www.22s.com/crankstart/yournamedrivingschool
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The Customer Gap - Future Of Customer Interactions

Marketing is moving from a market creation tool to a customer interface tool. This means: Taking ownership of the customer in the company and implementing this…
Eric_Determined / Eric Silverstein's insight:

Lessons from brands such as BMW, 7-Eleven and others, remind everyone the importance of engaging your customers, in order to keep pace with not only their interest and desires, but also what is impacting them in their lives, new technologies, etc...


Share your experience of a brand that has evolved, creates engaging experiences, then share one that has failed you over time.

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The Benefits of Gamification in Online Communities

The Benefits of Gamification in Online Communities | New Customer - Passenger Experience | Scoop.it
The fundamentals of gaming offers society valuable insights into increasing engagement and productivity. Gamification helps foster vibrant communities.
Eric_Determined / Eric Silverstein's insight:

#Gamification taps into something that’s so innately human, it makes sense that other aspects of our lives will start to get the gamification treatment – do you agree?

Jane McGonigal thinks that not enough hours are spent gaming. In her TED Talk, “Gaming Can Make a Better World”, she highlights how most of the public agrees: 63% of American adults said that making everyday activities more like a game would make them more fun and rewarding.

Gamification is no longer a novelty: it’s expected by modern employees and community members.

Part of the success for building and engaging the Experts Exchange community was:

1) User-Generated Ratings

2) Points, Rewards & Leaderboards

3) Strategy


Share your thoughts.

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ignis medios & comunicación's curator insight, July 2, 9:27 AM

#gamming  las marcas desarrollan cada vez más estos desarrollos para lograr engagement, insights, involucramiento con los consumidores.

Tony Guzman's curator insight, July 6, 10:31 AM

This article shares some of the ways that gamification methods help engage your online students more effectively and how these can help create a better online community.