Onze ideeën

Identification, Differentiation, Interaction and Customization are all key activities to better create and manage customer relationships. It’s the last two, however, that significantly impact customer experience. What do they entail? A recent post at 1to1media.com explored them in more detail.

Each year, research consultancy Gartner surveys the Unified Communication marketplace – the vendors responsible for hardware and software driving enterprise-scale telephony and communications systems. The 2013 edition cites a number of “clues to the future”, and one of the important factors for the future of this sector is at the core of what we do: […]

Designing and delivering customer-focused services relies on a deep understanding of the customers themselves. Personas are one technique to reach this goal, but tell only one side of the story. Experience maps — on the other hand — put the journey and experience of customers in the context of the service.

Consumer relationships with brands are constantly evolving, yet traditional customer research methods often lag behind. According to Amsterdam-based MARE research, dynamic new approaches are called for to gain better insight into customer behavior.

Suggest to a board level executive that they double the number of retail outlets – or expand product lines sold in a web shop – and they might easily envisage the required investment and predicted profits. Selling the value of a design project is notoriously more difficult, however.

Our experience has taught us that ad hoc design efforts within the enterprise environment are often doomed to fail. Success in planning and implementing design-based change requires a structured, repeatable and process-based approach. Design models and methodologies provide just this.

Customer journey maps provide insight into a customer’s interaction with a service over time, and present that information in a clear, chronological view. But the right approach is crucial in order to get the best value out of these maps.

“Fail sooner to succeed faster” is a motto at Informaat, emphasizing the importance we put on prototyping within our methodology. Distinct from mockups, prototypes help define a problem by exploring possible solutions.

According to Forrester, we’re in the “Age of the Customer”. Enterprise CRM offers a technological approach to delivering a better customer experience, but it must be supported by strategic goals as well. Where is the enterprise CRM market headed?

In early 2012, Adaptive Path held the “Managing Experience” conference in San Francisco, and saw their own Chris Risdon and Todd Wilkens share some thoughts on customer journey mapping.

At Informaat, our methodology hinges on the use of prototypes, and not only for their technical value. In this academic paper, the authors review recent literature and outline a list of benefits that a prototype provides, focussing especially on business value.

It’s a bold claim: Simply ask customers whether or not they’d recommend a product (or service) to others, and you’ll arrive at a metric which sums up the entire success of a company. So what is Net Promoter Score, and how should its measurement affect customer experience?

Originated from the field of service design, the service blueprint is a great way to visualize all user interactions with a single service. But the blueprint has some disadvantages designing for experiences between touchpoints. An upgrade is needed. Designer Tyler Tate outlines the added value of cross-channel blueprints for designers focusing beyond individual websites.