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the hype innovation blog

How to Get Started Innovating on Customer Experience

Posted by Elena Ozeritskaya on Jan 4, 2017 7:10:00 AM

In recent years, customer experience has emerged as a major differentiator for large companies. In a McKinsey survey of senior executives, 90 percent of respondents confirmed that customer experience is one of the CEO’s top three priorities.

So how to start working and innovating on customer experience? There are so many articles, methods, strategies etc. that it can become a confusing and complex task for you as an innovation manager or customer experience manager to even get started.

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Topics: Customer Insights, Customer Journey Mapping

Why mapping the customer journey is the top driver for digital transformation

Posted by Paul Hobcraft on Oct 12, 2016 12:41:28 PM

Organizations are struggling to understand the behaviours of the ‘connected’ customer. Partly it seems executives don’t engage with their brand or business in the way that their customers do. The lack of having a well mapped out customer journey means missing out on opportunities caused by not knowing this, restricts the developing of innovation solutions that map back to all the decision-making that is going on in the customers’ minds. This failure to optimize and innovate might be holding your business back.

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Topics: Customer Insights, Customer Journey Mapping

What is a good customer insight?

Posted by Elena Ozeritskaya on Apr 16, 2015 12:44:57 PM

Insights don’t always come together quickly or easily when developing ideas and concepts. Most of the time, it takes a lot of time and effort to get them articulated just right. They must be compelling, without being preachy. They must be truthful, without being too obvious. They must be empathetic, without being presumptuous.

So where to begin? First, insist on actual insights. There are common traps that even seasoned marketers fall into when trying to craft insight statements. One example is mistaking a reverse benefit (“Wouldn’t it be nice if…”) for an insight. Crafting a testable insight starts by stripping out the benefits-in-disguise. Any time I see ‘I want’ or ‘I need’ in a statement, I step back and look for what is behind that want—to find the ‘because’ or ‘so what?’ in it.

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Topics: Customer Insights, Customer Journey Mapping

Customer Journey Mapping – the framework (part 2)

Posted by Elena Ozeritskaya on Dec 12, 2014 2:49:00 PM

Customer journey mapping is not a tool exactly. It doesn’t provide a quick fix to a specific problem. It’s more a framework that allows you to get a grip on many different aspects of customer experience design. It is always about the customer’s experience, but it is up to you how you map that experience and what you map exactly:

  • You can use a very wide group of customers or a very specific type of customer. You could even choose to map the journey of a different stakeholder, like for example a supplier.
  • You can analyze a highly specific situation, or you can choose to explore a more general journey.
  • Then, for every stage of the journey, you can examine customer needs, your objectives, the customer’s objectives, the touch points that play a role, how these touch points are experienced, the emotions that are experienced, how your brand values are expressed, what you wish to communicate and of course whether there are opportunities for innovation.
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Topics: Customer Insights, Customer Journey Mapping

Customer Journey Mapping – an introduction (part 1)

Posted by Elena Ozeritskaya on Dec 11, 2014 5:42:00 PM

We are moving from value in exchange to value in use. You don’t want to buy a car, you want to buy mobility. Instead of selling products and services, organizations must develop ecosystems where customers can co-create value with them. This requires a holistic view of the eco-system and can be obtained with Customer Journey Mapping.

First, what is Customer Journey Mapping?

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Topics: Customer Insights, Customer Journey Mapping

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