Customer - User Experience
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By DT Digital Sydney’s Phil Whitehouse. We are living out our careers on shifting sands. But from here, in our offices and behind our desks, it’s easy to lose sight of just how big these changes are. ‘Shifting’ doesn’t quite capture it. The seismic transfer of power and influence from large organisations to individuals is increasing at an extraordinary rate. Governments have literally fallen .
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Mature companies routinely perform a set of sound, standard practices that result in a high-quality outcome. It's true for manufacturers--they don't get up in the morning and start pondering how they'll produce high-quality widgets that day. Similarly, retailers have practices for keeping their supply chains flowing and their shelves stocked, and media companies have practices for getting the news online and into print. That's how grown-ups do business.
Les marques ne manquent pas d’idées pour tenter d’améliorer l’expérience utilisateur. Appelée User Experience (ou UX), elle représente la qualité d’une expérience ressentie quand on interagit avec un système. Vrai phénomène de société, cette surenchère technologique est-elle un réel service rendu au consommateur ? Selon Steve Baller, le DG de Microsoft, 200 sociétés travaillent actuellement sur des programmes adaptés à Kinect.
The closer you are to your customers, the more relevant your product will be and the more likely you make it for people to choose you. It may seem obvious, but the gap between those that do and those that talk is widening, despite the immediate bottom-line benefits. But more than this, companies that put usefulness at the heart of what they do become part of their customers’ lives. Engaging with customers then becomes an ongoing conversation, rather than the stop-start involvement that characterized the 20th century. This makes it much easier for customers to come back, and keep coming back. Who are you for?
Here's what most businesses do with their best customers: They take the money. The biggest fan of that Broadway show, the one who comes a lot and sits up front? She's paying three times what the person just three rows back paid.
It's Melbourne, Victoria 1998. The state government continues its drive to reduce public waste. Already the bureaucracy has been slashed, utilities and public services privatized, and 16,000 public transport workers put out of their jobs.