(Adnkronos) - “La sfida più importante è generare e supportare nuovi comportamenti. Bisogna vedere la Customer Experience in una prospettiva diversa che non interessa solo i clienti ma le persone e le comunità in cui queste vivono. Ad oggi non è il processo, è il prodotto dello scambio, non è solo un prodotto, è un mezzo. Se vogliamo portare a casa un impatto, noi abbiamo l'esigenza di coinvolgere l’intero ecosistema, non si può parlare di Customer Experience senza avere una 'community experience'. Vanno fatte quattro cose importanti:bisogna avere una visione autoriale, una direzione su cui dare un appuntamento a tutta l’organizzazione. Definire dei design principles che orientino, strutturare le policies a monte e non da ultimo costruire e realizzare interventi, stare nel life. Accompagnare quindi l’organizzazione con programmi di change che facciano skill up ma soprattutto attivando delle tribe e lavorando con delle comunità in cui vivono i clienti che si interfacciano con le aziende.”
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NewsTranscript
00:00 The most important challenge in our contemporary world is to support new behaviours.
00:05 As an organisation we have this responsibility.
00:08 So we need to see the customer experience in a different way, with a different perspective.
00:12 The customer experience is not only about the clients,
00:15 it's about the people, it's about our sales networks,
00:19 it's about the communities where people live.
00:21 So, today, it's not a process, it's the product of the exchange,
00:27 it's not just a product, it's a means.
00:29 So, what is the big challenge?
00:32 If we want to bring home an impact of the experiences that change,
00:37 we have the need to involve the whole ecosystem.
00:40 That's why we believe that we can't talk about customer experience
00:44 without having a community experience.
00:47 Four important things.
00:49 First of all, because it involves not only a function,
00:53 but we are all involved in an organisation, the whole ecosystem,
00:57 we need to have an authorial vision,
01:00 we need to have a direction on which to give an appointment to the whole organisation.
01:04 Then, we need to define what are the design principles,
01:08 what guide the discontinuity,
01:11 everyone activates behaviours or interventions.
01:14 So, everyone must be able to be clear about the elements that govern the design,
01:20 the interventions and the models of measurability, so the metrics.
01:23 We need to define the policies in Monte.
01:26 Then, every intervention,
01:28 whether it's the construction of an experience,
01:31 or the construction of an intervention with precise contacts,
01:35 we need to define our own measurability in some way.
01:39 So, we need to build and realise them,
01:42 stay in the "life".
01:44 Third, we need to support the organisation in a different cultural process,
01:49 by supporting it through change programmes, training programmes,
01:53 that favour the collaboration, that make the skill-up,
01:56 but above all, when we want to bring home real results,
02:00 in addition to the design, in addition to cultural changes,
02:03 we need to support it every day.
02:05 So, we activate "tribes",
02:08 we work with the communities where the client lives,
02:11 where people live, or with the communities that interface
02:15 with the companies, with their own client.
02:18 This is to safeguard the quality over time.