«Hoy en día el cliente va mucho más allá de donde está la empresa”, Sara Hilden Bengtsson (Open Studio) – Noticias : Distribución (#1030826)

Sara Hilden Bengtsson tiene una amplia experiencia en la construcción de marca, particularmente dentro del grupo H&M, donde ha trabajado en la enseña de vanguardia & Other Stories. En 2017, dejó H&M para fundar su propia firma de consultoría para marcas, sobre todo de moda, estilo de vida y lujo. Bajo el nombre Open Studio, la empresa opera en los campos de la comunicación como la identidad visual y presencia digital, pasando por la creación de nuevas etiquetas hasta la definición de un concepto de boutique. La directora creativa sueca se está asociando con dos empresarios franceses para fundar su oficina parisina. Lionel Massias, quien ha trabajado en el estudio de Neville Brody, y Bertrand Thoral, director de comunicación e imagen de Vente Privée de 2007 a 2015, antes de unirse a Vestiaire Collective en la dirección del desarrollo mundial de las categorías masculina y de relojería.
— Leer en es.fashionnetwork.com/news/-Hoy-en-dia-el-cliente-va-mucho-mas-alla-de-donde-esta-la-empresa-Sara-Hilden-Bengtsson-,1030826.html

Why More Companies Need To Focus On Holistic CX Rather Than Tactical CX

72% of firms indicate that improving customer experience (CX) is a top priority, according to a Forrester report. In a conversation with Fjuri CEO Thom Gruhler, Former CMO of Microsoft Windows, he indicated that a key challenge companies have developing superior CX is the way in which they think—and therefore manage—CX. Below is an interesting perspective on what firms should be thinking about as they consider taking their CX to a new level.

— Leer en www.forbes.com/sites

6 Steps Marketers Can Take Now To Develop Stronger CX

I recently talked with Fjuri CEO Thom Gruhler, former CMO of Microsoft Windows, about why companies need to focus on taking a holistic versus tactical approach when it comes to improving CX (see insights here).

As a regular keynote speaker, Gruhler has also been quite vocal on the opportunities and challenges marketers face as they look to tap into right data — experience data vs. operational data — to model, predict, and improve the customer experience.

“CMOs and marketers have an opportunity to separate the signal from the noise, and tap into right data and technology to drive better outcomes, while also contributing to top line revenue growth” Gruhler notes. “At the end of the day, the experience you deliver is your brand, so any AI or automation you tap into better be pragmatic and add real value in the moment for the customer.”
— Leer en www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/kimberlywhitler/2018/06/24/6-steps-marketers-can-take-now-to-develop-stronger-cx/amp/

Delivering Remarkable Experiences Is How You Win More Customers

Increasingly, great products aren’t enough to win new customers. As markets become more crowded, and consumers are exposed to countless stimuli vying for their attention, it is becoming more difficult for companies to cut through and stand out over the long term.

But there is one strategy that continues to show promise in helping you break through — consistently delivering remarkable customer experiences.

Data shows that customer experience will soon trump both product and price as the key brand differentiator by the year 2020. That same study also showed that 86 percent of buyers will pay more for a customer experience.
— Leer en www.entrepreneur.com/article/313859

5 Surprising Findings About How People Actually Buy Clothes and Shoes

Retail has been constantly reinventing itself, and participants race to keep up with what feels like a series of epic shifts in consumer preferences. Apparel brands are investing especially heavily in online shopping capabilities and introducing interactive features that complement apps and websites. Retailers and manufacturers are rushing out new products to keep pace with the leaders of fast fashion such as Zara, H&M, and Forever 21, which launch new fashions every week or so.

But do consumers actually crave all of these changes? And which approaches can generate growth in this changing environment? Many manufacturers try to answer these questions using point-of-sale data, which often comes filtered by the retailers that gather the information; media coverage, which tends to focus on the new; and previous sales of their products, which reflect the past.
— Leer en hbr.org/2018/06/5-surprising-findings-about-how-people-actually-buy-clothes-and-shoes

Don’t Neglect Your Customers During a Merger

When companies merge, customer experience (CX) is often overlooked — yet it’s arguably one of the most important aspects of any company. In fact, according to Gartner research, tomorrow’s companies are expected to compete primarily on customer experience.

I just took my company through an acquisition and found that even the smallest operational change can have a significant negative impact on both employees and customers. While keeping CX top of mind throughout the whole M&A process is challenging, the benefits are undeniable: It keeps your most coveted customers and your team intact.

Maintaining quality customer experience, we found, requires a mix of expert individuals and operational processes. Here are some of the best practices we learned
— Leer en hbr.org/2018/06/dont-neglect-your-customers-during-a-merger

H&M is trialling a mirror that suggests outfits and customers love it

Among other things, H&M’s mirror suggests outfits to customers.
H&M is trialing a smart mirror in its flagship store in Times Square, New York.
Through voice and facial recognition, customers can use voice commands to take selfies.
The mirror was developed by Microsoft and Swedish digital agencies, Visual Art and Ombori.

H&M is offering its customers a new shopping experience and customers apparently love it, according to Lebensmittelzeitung.

The fashion group is currently trialling a smart mirror in its flagship store at Times Square in New York. The smart mirror, developed by Microsoft and Swedish digital agencies Visual Art and Ombori, combines voice and facial recognition in order to communicate with customers.

Customers were able to use voice commands to take selfies that are virtually integrated with the H&M catalogue. The image can be downloaded to one’s phone via QR code. At the same time, customers can get a discount of over 20% and free shipping costs if they subscribe to the H&M Newsletter.
— Leer en amp-businessinsider-com.cdn.ampproject.org/c/s/amp.businessinsider.com/hm-is-trialling-a-mirror-that-suggests-outfits-and-customers-love-it-2018-6

A dubious ROI of customer satisfaction surveys

A good friend and client likes to joke during every project: “Remember Joe, correlation does not imply causation.” Well, I thought she was joking. Surely everybody with a job in marketing research knows this? Apparently not. Even professors at fancy business schools seem to forget it, as evidenced by this snippet of an article a few months back in one of our most prominent industry news outlets:

A 2017 study of 7,513 customers of a large North American automotive dealership examined the financial benefits of customer satisfaction surveys. Two findings stood out: First, customers who completed a satisfaction survey purchased more than those who did not, even after accounting for the satisfaction rating. On average, sales per visit were $12.18 greater among those who filled out the satisfaction survey. With an average of seven visits per customer, this amounts to roughly $85 per customer. Even if a relatively high average cost of $10 per customer is assumed for the survey, there is a 750% return on the survey investment.

Unless I have no idea what “return on investment” means, the business professor writing this paragraph believes that a correlation between filling out surveys and spending more means that filling out surveys causes higher spending. Most likely, this is a textbook example of the opposite.


Customer perception


Authenticity is the brands behavior.

Transparency is all about what the brand discloses to the consumers.


WHSmith voted worst shop on the high street | The Independent

The customer scores given were based on experiences of purchasing items other than groceries, their level of satisfaction and the likelihood of recommending each shop.

In the survey carried out in January, customers complained of out-of-date WHSmith shops, expensive products and rude staff.
— Leer en www-independent-co-uk.cdn.ampproject.org/c/s/www.independent.co.uk/news/business/whsmith-worst-high-street-shop-john-lewis-which-survey-a8372246.html