Promised an experience; given a map: Filing a Tax Return Experience Map (Part B) « In my last post: Promised the world; given an atlas: A personal service experience (Part A) I shared my service experience as I attempted to file a tax return online in a new country. In this post I share how I captured that research as a Customer Experience Map. Interestingly as I worked on the mapping, it emerged that this post and the experience of capturing the experience provided additional sub-parts that have occupied my thinking. Therefore Part B consists of two sub-parts: The presentation of a map of current state experience, fully prefaced with a raft of disclaimers to qualify its existenceA postscript on the daily, sometimes hourly, round of inputs from other designers, design thinking, stimuli. Mapping the experience was (as it always is) challenging. In that context here are some disclaimers to the map I’ve produced: I did this map on my own – normally a team of designers would have conducted the research – background, field, other. I’m a functional gal. Like this:
Comment créer son persona [Tutoriel] Le persona est un élément qui a trop tendance à être oublié dans certaines stratégies marketing. La création d'un persona est un élément indispensable pour le bon déroulement de votre stratégie marketing. Définition d'un persona Avez-vous déjà lu un article qui s'adressait à vous à la première personne, qui vous paraissait extraordinaire, fait pour vous, à la limite du surréel ? Un persona c'est comme vous jouant le rôle d'une différente personne, comme si vous viviez une vie différente. Comment créer un persona Etablissez un brainstorming Il est maintenant temps de réunir vos collègues et de commencer à brainstormer ! Etablissez une liste des préférences de votre persona Est-ce que votre persona aime le shopping, est-il plus du genre à vivre dans la nature. Dessinez votre persona Esprits créatifs, nous ne vous avons pas oublié ! Ecrivez et réécrivez Ecrivains à votre tour (décidément y en a pour tout le monde !). Fini ? 100 questions à se poser pour créer un persona Histoire du persona
Customer Journey Mapping Resources On The Web Last updated: 17 September 2011Originally published: 10 May 2010 Service design can be traced back to the writings of G. Lynn Shostack in the early 80s. [1, 2] Though not new, there is a lot of talk these days about service design. In the past 5 or so years we’ve seen a service design renaissance, so to speak. Literature on service design is thin(ish), relatively speaking (i.e., compared to other disciplines like psychology), but does extend back for decades. Service design is by nature interdisciplinary, drawing attention from people in sales, marketing, product management, product design, interaction design, and user experience. A cornerstone deliverable in service design, in general, is a map of the service process. More recently, “customer journey maps” (CJMs) have emerged, which are very similar to service blueprints. Typical elements of CJMs include: Other descriptive and contextual elements may also appear, such as quotes and photos. Bob Apollo. * Mary Jo Bitner, Amy L. Dale Cobb.
Can virtual reality give retailers an edge over e-commerce with interactive in-store experiences ? Virtual reality is set to revolutionize the retail world by seducing shoppers with interactive and innovative in-store experiences. Could it be a tipping point to help retailers better compete with e-commerce giants? A look at how VR can engage customers and drive sales. Up against the availability and ease of online retail, stores need a unique advantage to win points with demanding consumers. Fast forward to a future where retail has been dramatically transformed, letting shoppers try and use products in ways like never before to make shopping an exciting and entertaining activity. How? Shifting the shopping experience “Using glasses or headsets, VR gives the illusion of reality to allow shoppers to visualize spaces and get detailed product information. Antology Better buying decisions for better sales “VR is an effective platform to boost sales for products that take up too much space, are not available in-store or are hard to test. Increase shopper engagement through brand awareness
Creating Your Own "Customer Journey Map" This week we have talked about Servant Selling in a Competitive Environment and how to use outstanding service as a competitive advantage. Customer Journey Mapping is yet another way to examine the experiences you are giving your customers and map out ways to improve that service. As you work through the map, initially resist the urge to include the service other people in your organization are giving. Focus on the the things that happen on your watch first. In latter posts I will talk extensively about ways you can raise the level of service in other departments of your organization. Make sure you are a model of service before you begin to help others. (To print this out, hold your curser over the document, single right click, select copy, then paste it into a document in a program like Microsoft Publisher, Word, or Apple Pages.
6 Ways the Internet of Things (IoT) Can Help Your Ecommerce Effort The advent of Internet of Things (IoT) devices has brought with it a corresponding shift in the ecommerce space as consumer lifestyles keep changing and becoming more adaptive. Similarly, the increasing rate at which online shoppers have adopted the internet has seen ecommerce grow steadily, and is expected to be the future of retail as most of the growth is happening in the digital space. In 2016 alone, according to Statista, global sales for retail ecommerce were recorded at a whopping $1.85 trillion and are expected by 2021 to reach $4.88 trillion. Retailers are also readying themselves to adopt Internet of Things in a bid to improve the experiences of consumers across the world. This just goes to show that both ecommerce and retail sectors need to stay on top of trends in the digital marketing space to stay profitable and competitive. But just how is ecommerce set to gain immensely from IoT? Here are some of the most promising ways in which ecommerce can gain from IoT. 1. 2. 3. 4. 5.
Service design is Dead. The New Product is Alive. So, I changed my job title a few months ago. I dropped the ’service’ bit. I’m now just Sidekick’s Design Director. I’m now MASSIVELY EXCITED about a new thing – designing products. But not your old products. Service design is dead Ok, it’s not that I think service design is dead, its just that its pretty much used up its interest for me, and I think for Sidekick. First, the uninteresting bit. Its quite an isolating view, and not very helpful for actually making change happen, and creating new cool stuff. Second, the interesting bit. Probably this is just me getting older and more experienced, but I think its also a bit that I’m reaping the rewards of moving away from strategic consulting, and towards making and inventing new things. As part of this shift I’ve come to the conclusion that organising the invention and making process around products is a really good way to get focused on creating good work – and ironically can help solve strategic questions along the way.
Les 12 Meilleures Alternatives à Google (Moteur de Recherche) Google est en situation de position dominante dans de nombreux pays, dont la France. Avec plus de 90% des parts de marché de la recherche dans l’hexagone, le moteur de recherche Américain jouit d’une position qui agace plus d’un éditeur et de nombreux internautes soucieux de leur vie privée. Voici 12 alternatives à Google pour réaliser des recherches sur le web. 1- Bing, le moteur de recherche de Microsoft Bing, le moteur de recherche de Microsoft Eternel concurrent de Google, Bing se distingue du leader du marché par une page d’accueil beaucoup plus riche mettant en avant une photo par jour (qu’il est possible de télécharger gratuitement) et un accès aux dernières actualités chaudes du pays dans lequel on se trouve. Si l’expérience de recherche est moins riche que Google, les résultats de recherche de Bing satisferont la plupart des utilisateurs. 2- DuckDuckGo, le moteur de recherche anti-tracking des utilisateurs DuckDuckGo, l’une des meilleures alternative à Google 7- Yahoo!
Identify Your Buried Treasurepoints with a Touchpoint Map | Touchpoint Dashboard The other day I came across a discussion thread on LinkedIn. Several thought leaders in the customer experience management field have weighed in and shared some thought-provoking commentary, which, in turn prompted me to create this post. So, what do you think? My thought is no. What I’m getting at here is that there are specific spots in a customer journey where the customer simply expects or needs more. If you invest more time and resources in designing these Treaurepoints, and focus your teams so they can deliver some serious wow during those points, you’ll reap the rewards in loyalty and advocacy. But first, you have to know what your Treasurepoints are. Here’s How You Can Identify Your Hidden Treasurepoints & Deliver the Wow in the Right Places! 1) Review & Organize Your Customer Profiles & Feedback. What do your customers have to say about their experiences during each lifecycle phase? 2) Create a Touchpoint Map & Analyze Your Touchpoints. So, what do you think? Be Sociable, Share!
Retailers in debat met politici: flexibiliteit en nachtarbeid blijven pijnpunten Een ‘GAFA-taks’ zien de meeste politieke partijen niet zitten en over een grotere arbeidsflexibiliteit zijn ze verdeeld. Quasi eensgezind zijn ze wel over het opleggen van gelijke taksen en milieuverplichtingen aan alle retailers en het verlagen van de lasten op de laagste lonen. Flexibiliteit en nachtarbeid Goed twee weken voor de verkiezingen organiseerde retailfederatie Comeos een druk bijgewoond verkiezingsdebat met tien politieke kopstukken, over enkele concrete voorstellen die eindelijk komaf moeten maken met de 20ste eeuw. Zo komt Koen Tengrootenhuysen van Decathlon pleiten voor de mogelijkheid om de komende drie jaar op vrijwillige basis binnen de bedrijven de werkorganisatie aan te passen, los van de collectieve akkoorden. Dezelfde regels voor iedereen Volledige eensgezindheid is er wel voor het voorstel om dezelfde regels, taksen en milieuverplichtingen op te leggen aan alle bedrijven. Kansen voor laaggeschoolden Conclusie?
Customer journey mapping: Mapping out customer experience excellence Customer journey mapping could hold the key to analysing and improving the customer experience. Only recently a report from the Cabinet Office recommended CJM for authorities to provide a more efficient and cost-effective service. Arne van Oosterom outlines how it can help organisations - and lists the 10 key ingredents to a customer journey map. A product or service is merely a means to an end. The real deeper value lies in the story attached. I don’t want to own a coffee maker - I need to wake up early with a little help from a cup of coffee. Unfortunately, most organisations are not capable of listening to stories. People-centred approaches like Design Thinking, Social Design and Service Design have emerged because it provides us with useful methods and tools to bridge the gap. Change causes friction Only those who are adaptable survive. And it’s exactly in this area where the biggest business opportunities lie. Building a culture of trust A quick guide to customer journey mapping
Instagram construit la marketplace du futur Avec le lancement en beta du programme Checkout, le réseau social est sur la voie pour devenir une marketplace. Son milliard d'utilisateurs et son pouvoir de prescription en feraient un vrai driver de ventes e-commerce pour les marques. Et si Instagram devenait le bras armé de Facebook pour concurrencer Amazon ? La question peut paraître surprenante alors que l'e-commerce n'est encore qu'une activité balbutiante pour le premier, quand le second s'arroge près de 50% du marché aux Etats-Unis, selon eMarketer. Et pourtant… En mars 2018, Instagram annonçait le lancement de Shopping, une fonctionnalité permettant aux marques d'identifier jusqu'à 5 produits par post pour leur accoler un lien vers leur site e-commerce. Preuve de l'engouement de son audience pour le shopping, ils sont déjà près de 130 millions d'utilisateurs à cliquer chaque mois sur un tag produit, selon la plateforme. Le déploiement de Checkout acte la transformation d'Instagram en une marketplace.
& Service Blueprinting « See also: Customer Experience Mapping & What follows is my approach to service blueprinting. It’s a companion technique and output to customer experience mapping. And as with experience mapping it doesn’t and can’t exist in isolation from other techniques. Both blueprint and map provide a tangible means for businesses to assess the impact of change on customers and services. What is a service blueprint? Because it maps out chronologically and in sequence all the various interactions and actions that occur in parallel when customer and company meet, it shows all the interactions by and with the customer. When and why are they useful? For designing: For implementing: As a communication tool: What’s in a service blueprint The blueprint sets out how the customer and organisation (back-office supporting people, processes and systems) interact through five components and three lines: Unlike a customer experience map this framework remains the same for each map. So how do you make one? Like this:
Face à Amazon, les marques digital native redéfinissent les codes du e-commerce Dans l’arène du e-commerce, se joue le combat de David contre Goliath. Face au géant Amazon, les DNVB (Digital Native Vertical Brands) misent sur la proximité avec le consommateur, déployant des stratégies toujours plus engageantes. Un partout, le client au centre. Depuis 25 ans, Amazon s’est imposé comme modèle incontestable de la vente en ligne, plaçant l’expérience utilisateur au coeur de toutes ses stratégies. Excellence opérationnelle, multiplicité des produits, expérience d’achat rapide, sûre et efficace, traduisent encore aujourd’hui « l’obsession client » qui constitue depuis toujours l’ADN du leader. Jeff Bezos, PDG d’Amazon, déclarait encore récemment : « si nous commençons à nous préoccuper de nous-mêmes au lieu de se focaliser sur nos clients, ce sera le début de la fin. Pourtant, le colosse est désormais défié par l’arrivée sur le marché d’outsiders inspirants : les DNVB. Deux plans d’attaque pour personnaliser l’expérience client La botte secrète des DNVB A bientôt !