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Why T-Mobile Needs a Chief Customer Officer

T-Mobile Chief Customer Officer NeededWhy T-Mobile Needs a Chief Customer Officer shows how customers’ omni-channel interactions with enterprises demand profound integration of business processes, and how firms’ failure to “go all the way” in breaking down silos ultimately threatens business. Most firms don’t go far enough, including T-Mobile, and their silo-centric efforts fail to get the job done. To illustrate the point, I’ll share how T-Mobile alienates fans like me by not delivering what they promise.

This story also shows that the need for a CCO is particularly acute in mature economies like the U.S.A. and Europe because their silos were built decades ago, and their legacy processes often adversely affect customer experience.

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Customer Experience: An Experiential Business Application

Customer experience and experiential social mediaCustomer experience and experiential social media shows how you can succeed in transforming your customers’ experiences with your firm by adopting a refreshing and effective human approach. Transforming customer experience enables most firms to become more resilient and profitable.

If you’d like to watch this post instead of reading it, click the thumbnail button.

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Ethnographic Research for Design

Ethnographic Research for Design: IxD Service Design UX Strategy Interaction Customer ExperienceEthnographic research for design explains how to use advances in ethnographic research of social media to design products, services, experiences… anything—while getting better results at lower risk. Ethnographic research of social media is breakthrough for designers in the “design stack” in which I’ve includedArchitecture/Interior Design, Product Design, User Experience Design/Interaction Design, UX Strategy, Service Design and Customer Experience Design.

Designers in all fields lament clients’ resistance to funding robust research. Traditional design research methods are often grounded in asking proposed users explicit questions, and self-reported responses vary significantly from actual behavior despite respondents’ best intentions. Similarly, shadowing, service safaris, “a day in the life,” and other analog research methods are costly and slow. Sample sizes are necessarily small because scaling analog methods greatly multiplies the budget and length of the research phase. Ethnographic research of social media changes the game because it studies proposed users’ actual behavior in digital public when they’re having heated discussions about the outcomes they want when the proposed product, service, or process is useful to them. It enables […]

Ethnographic Research for Business Innovation Using Social Media

Ethnographic Research for Business Innovation Using Social Media: de-risk innovationEthnographic research for business innovation shows how to apply ethnographic research of social media to managing controlled disruption within organizations. Ethnographic research of social media can transform the entire innovation process because it’s a very efficient way to study the behavior and motivations of the people that the innovation proposes to serve. Unlike traditional innovation and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

Ethnographic research for business innovation can dramatically improve the depth and breadth of business and corporate strategy, business design and service design research since it allows teams to consider more users and to assess their behavior and motivations, which can improve the value of more costly research.

This post outlines the business innovation use case of ethnographic research of social media, and it includes examples in banking, professional services, consumer products, and B2B marketing. For more on ethnographic research, see More Resources below.

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Ethnographic Research for Product Management

Ethnographic Research for Product Management with social media logoEthnographic research for product management shows how to apply ethnographic research of social media to managing the life cycle of products and services. Ethnographic research of social media can revolutionize product management because it’s a very efficient way to study people’s behavior and motivations in each part of the product life cycle. Unlike traditional product and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

This post outlines the product management use case of ethnographic research of social media. For more on ethnographic research, see its executive summary.

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On Autonomy, Artificial Intelligence and the Internet of Things

Autonomy Artificial Intelligence and the Internet of ThingsAutonomy Artificial Intelligence and the Internet of Things reflects on how people’s autonomy will be affected by software-powered devices and systems that are rapidly permeating our individual and social lives.

Although this noodle has a strong personal angle for me, I also have the unusual benefit of having regular conversations with people who are leading the redesign of our “environment.” By superimposing digital devices, sensors, and “intelligence” onto the physical world, designers, engineers, policy makers, behavioral economists, neuroscientists, nanoscientists, and investors, just to name a few, are changing how we perceive and interact with our “world,” so I’ll also bring my insights from those conversations to it. Finally, I’ll consider creator and user points of view on autonomy artificial intelligence and the Internet of things.

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How Trusting Customers Drives Profit

How Trusting Customers Drives Profit avatarHow Trusting Customers Drives Profit reveals how firms unwittingly broadcast that they don’t trust their customers, how that weakens profit, and how firms can take the leap. It’s a simple revolutionary idea that’s born from nine years of studying behavior while practicing experiential social media and social business.

Analysts, consultants and professors increasingly say that customer experience is the last bastion of competitiveness, and an increasing portion of total experience occurs in digital public. This presents firms with an unprecedented opportunity: interacting with people in digital public can create trust at scale and drive profit from revenue and cost levers.

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Experiential Social Media and Business Intimacy

Experiential social media & business intimacyExperiential Social Media and Business Intimacy shows how social media grounded in customer experience holds the key to trust, relationship and profit. When businesses discover, invite, and build trusted relationships with people in digital public, their actions speak loudly to the silent, ten times larger audience that’s observing the process. In addition, “accidents” are the express lane to developing trust and business intimacy.

“Customer experience” directly leads to customer preference and more share of wallet, although most business owners and executives dismiss it as a buzzword. As practiced by CSRA since 2006, experiential social media is a group of practices that deepen intimacy with customers and increase profit. “Social” information is the currency of business intimacy. Here I’ll outline how this enchilada rolls, so you can begin to use experiential to increase customers’ value and your profit.

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