21 Jan

A great customer experience at every touchpoint

Nowadays banks are closing branches, retailers are going digital, and meals can be ordered through apps. One would almost forget that there are still touchpoints outside the digital world. And all those contact moments with customers have impact on the overall customer experience.

Michael Henshaw and Bruce Kasanoff wrote in their book, Smart Customers, Stupid Companies, about the importance of customer experience. Besides the digital experience, they mention the static experience and human experience. All should meet the expectations of your customers, and should be in line with each other. Your customers often cross multiple channels in one transaction, in the pursuit of one single goal. Their journeys aren’t linear, nor logical. They are intuitive, context driven, and omni-channel. So if you haven’t mapped those journeys yet, you need to start now!

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08 Jan

Customer-centricity: getting to know your clients personally

In this interconnected digital era it is all about relationships. Friends, family members and colleagues are connected with one and another through social platforms. And also organisations connect with their business relations, customers and fans through online channels.

For being really able to connect with your customers, organisations need to understand their customers. This is what is indicated in the Brand Management Circle: connectivity is key. Without a connection there is no relationship, without a relationship there is no understanding. At least not 100%.

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21 Dec

Deception on internet and social media

Who hasn’t sent a text message saying “I’m on my way” when it wasn’t true or fudged the truth a touch in their online dating profile? But Jeff Hancock doesn’t believe that the anonymity of the internet encourages dishonesty. In fact, he says the searchability and permanence of information online may even keep us honest.

In this TEDxWinnipeg talk, Jeff Hancock, associate professor of communication and of information science, discusses how technology is affecting almost all aspects of human life, and deception, one of humankind’s most fascinating behaviors, is no exception.

19 Oct

Sustainable brands – what is sustainability?

The concept of sustainability is everywhere. On packaging, in advertising, connected with brands. But what if we talk about truly sustainable business?

Like the reuse of resources and the desire not to use new resourses for your product or packaging. Or human rights and the emergence of the rights of your customers, employees and society. Or the reducion of transport costs and the ambition to no longer produce in the country with the lowest wages and production costs. Or the health of humans and animals and the will no longer add ingredients that are not good for humans, animals and the environment. Or just being open and honest, willing to share, co-create and collaborate with customers, chain partners or even your competitors.

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23 May

What is branding?

The answers to this question are different, depending on the one who gives the answer. A marketing manager examines a brand from an other perspective than for example a graphic designer, lawyer or the consumer. This animation explains what branding is all about.

22 Sep

Branding and smart working

Smart working, flexible working, the hospitality office, all are terms which are used to indicate working within office surroundings centred around the users – modern man. But what about the brand experience? It’s time to add this to the discussion on smart working and the new society.

The theory of smart working is mostly based on Human Centered Business Process Management (BPM) also called Human Interaction Management (HIM). An engaged, modern employer wants to offer its employees work surroundings that motivate them, inspire them and offer them the possibilities to obtain the bests from themselves. This only occurs if this employer knows what is needed and how to fulfil those needs. Only if attention is given consciously on employees and their needs, everyone can do his or her work well. Then employees can cooperate pleasantly and effectively. Then everyone enjoys his or her work. And that has a positive impact on the success of the organisation. Read More