How to define a moment when planning your customer experience?

It’s surprising how managing time is an important factor when planning customer experience. While experiences are expanded and contracted over time, it is the perception of time that is really in question. The perception of time is what enables the elasticity of the experience you are willing to design. And it’s in the elasticity that your […]

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Trendwatch: How to start listening to your influencers

Trendwatching is an expensive hobby. And observing influencers is a new one. You may have radars, listening tools or sentiment measurement in place. These solutions tend to be expensive, and when you talk about that to your clients there are several thresholds you need to overcome. Firstly, customers may be sceptical that these tools work, or even that, […]

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Customer Journey: How does your customer experiences a day?

One idea I have taken into close consideration when designing customer experience along the customer journey, is that of time. To me, the concept of experience is closely related to the one of managing time — either time itself, or the perception of time. Thus companies may choose to be part of the customer time, […]

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Super listeners: Should content aim for longer lengths?

The Nieman Lab just published a study saying that some podcast listeners are “superlisteners”. I have Identified thrice with their findings. That 5-minute video on YouTube — or Gartner’s 3 minutes length podcast publicising some event — are remarkably costly, time-wise.  When you are actually looking for meaningful content for the day-to-day life, such as news or a […]

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Strategic optimisation: It’s about behaviour, not buttons

Most decision-makers drift away when something slightly difficult to understand. That happens with conversion optimisation, and this attitude comes with a cost. “That’s for specialist, geeks and engineers”, I feel them thinking. And they are partially right: there are just a few hours a day for a decision-maker define where everybody is going. Who has time […]

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Mapping your Customer Journey: why you need agents, not participants

Acting naturally is one of the most difficult things you can try to do. If you want to start mapping a Customer Journey, it’s important to recruit the right people and, as importantly, ask them to do the right thing. The way to do that is surprisingly counterintuitive. When I started observing consumers for the […]

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