Never confuse movement with action. – Ernest Hemingway Customers are yearning for better experiences. But what are you doing to design a better experience? How do you know what your customers’ expectations are? What are they trying to achieve? And how well is that going for them? Are you listening to customers? Are you mapping …

The practice of customer experience is all about customers – the people who purchase your products and services. In the past several years, customer experience (CX) professionals have created a rigor and framework around how we understand customer’s needs, how we design better experiences, how we measure the impact of their engagement on the organization …

Since the publishing of the pioneering analyses about the relevance of the Experience Economy made by Joseph Pine and James Gilmore 20 years ago, the number of studies about the influence of experiences continuously shared by people on marketing and brand strategies has multiplied. We bring two statistics to support this statement: The number of …

The day marketers start to understand people’s relationships with rituals is the day they apprehend the notion and impact of meaningful customer journeys with impactful touch-points. Or in other words, what a holistic brand experience really means. One thing is clear: experimentalism is already the new existentialism. Experimentalist philosophy of life answers the fundamental existentialist …

So, you work for a business-to-consumer (B2C) company – and you think you can skip this article, huh? Sorry, I’ve got news for you. While business-to-business (B2B) interactions may not be as sexy as selling brightly colored running shoes, caffeinated beverages, or rollercoaster rides, nearly everyone who’s interested in customer experience needs to consider B2B …

We’re living in the age of experience. And while everyone is still obsessing over millennials, because half the world’s population is under 30, we need to start thinking about the iGen – the generation born with mobiles in their hands. Experience has started to trump information, and it will be even harder to get this …

Experience is the new… Wait… that’s not right… Experience isn’t new. Let’s face it; people have always experienced brands, products, services, and organisations. What has changed is that marketers and business people have now become aware of – and more importantly, concerned with – those experiences. The focus has shifted from positioning ourselves in people’s …

For many Millennials, the group born between 1980 and 2000, owning a home is a distant dream. A large number have also passed on the traditional rite of passage of the adolescent and chosen not to learn to drive cars. And while they seem to share the passion of their predecessor – Generation X – …

Your organization (or client, if you’re inside an agency) is about to embark on the process of designing a new product, feature or service, and you have a mandate to come up with a great design solution.  A design ideation workshop is a great way to generate lots of ideas early in the process, bring …

Online expressions are influencing impressions.  This is setting the stage for shared experiences to collectively shape how people view your brand, outside of how you define it. Have you thought about what you most often share on social media?  Usually, it’s the experiences you have in any given moment.  You reach for your smartphone and …