When most people think of advertising and marketing, an image of the “Mad Men” era agency comes to mind. But with surprising speed, the rise of digital–and the accompanying explosion of customer data–has revolutionized marketing.
Using technology and data, marketers today can better understand their customers, deliver personalized one-to-one experiences, and drive significant bottom-line results. To achieve these goals, they now spend over $20 billion annually on marketing technology, a market that has grown by over 67 percent in just two years. In addition, spending on big data hardware, software and infrastructure is forecast to grow to a total market size of $114 billion by 2018.
As the strategic importance of data has increased, new approaches to customer analytics have emerged as well. As customer interactions with companies grow and diversify, the need to integrate data faster and deliver real-time insights is critical. This post will explore the underlying trends driving companies to become more data-driven and invest in customer analytics. And, it will outline three types of approaches to capturing, managing, analyzing, and activating customer knowledge and insights.
3 essential #CX design skills:
Empathy:
In the design process empathy is the ability of taking the perspective of the customer and feeling with them as they experience services.
Insight:
Arriving at insights is a creative process that combines empathic observations (I saw this) with the experience (I know this) of the designers.
Prototyping:
Prototypes are visualised service proposals that make their value concrete in a form or another.
Apple stores are a perfect example. Which other brands are capitalizing on customer experience design recently?