prequel

Henry Ford

If I had asked people what they wanted, they would have said faster horses

Why innovators are not interested in me?

2003 in Added Value: The Alchemy of Brand-led Growth by Mark Sherrinton

ma davvero?

2002 in Beyond Disruption: Changing the Rules in the Marketplace by Jean-Marie Dru

Patrick Vlaskovits, Harvard Business Review, https://hbr.org/2011/08/henry-ford-never-said-the-fast/

2009 in Ubiquitous Computing Fundamentals by John Krumm

1970 in The First Henry Ford: A Study in Personality and Business by Anne Jardim

Henry Ford, My Life and Work (1922)

Any customer can have a car painted any colour that he wants so long as it is black.

1908 1915 1920

Alfred Sloan

A Car for Every Purse and Purpose.

the customer carehero

“

”Stetto

Sono davvero rattristato da questa vostra politica di addebitare di default la spesa del giubbotto. Avendo letto di questa assurdità mia moglie ed io ci ricordiamo sempre di portare il giubbotto, che tra l’altro ho sempre con me in quanto ciclista. Se il povero operatore non se lo ricorda e anche io non me lo ricordo, mi addebitate questi 3,05 €. Caro collega del CRM, il messaggio per il gentile Cesarini è: trova un altro modo di fare margine, ok? Sei arrivato da poco, puoi fare un bel gesto. Un caro saluto

Gentile Cliente, Inoltriamo la sua richiesta al Servizio Clienti (in copia), il settore che si occupa di tali problematiche. Specifichiamo qui di seguito anche le loro coordinate per eventuali contatti oppure richieste.

N. di telefono per chi chiama dall'Italia: 199 xxxxxx N. di telefono per chi chiama dall'estero: 0039 06 xxxxxx (selezionare 1 dopo il messaggio) E-mail: customerserviceitaly@xxxxxx.com Cordiali Saluti

Hi there, 

I just wanted to drop you a note to say a personal thank you for your support, positive and constructive comments through our customer survey. 

All of your feedback is being taken seriously, and we actively encourage loyal customers to help us grow and evolve as a brand. Tell us what we are doing right and what we are doing wrong. 

My Customer Experience team are multilingual, work 24/7 and are always here for you. 

In the mean time, please enjoy a 20% promotional code for use online only. Simply sign in with this email address to access your account as this discount is exclusive to you and enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used in conjunction with any other promotion or sale. 

I hope this reaches you well, and that you have a lovely evening.

Thank you for being such a loyal customer and friend, 

Yours In Styling, 

SJ

SJ GRABIEC GLOBAL CUSTOMER EXPERIENCE MANAGER 

Hi there, 

I just wanted to drop you a note to say a personal thank you for your support, positive and constructive comments through our customer survey. 

All of your feedback is being taken seriously, and we actively encourage loyal customers to help us grow and evolve as a brand. Tell us what we are doing right and what we are doing wrong. 

My Customer Experience team are multilingual, work 24/7 and are always here for you. 

In the mean time, please enjoy a 20% promotional code for use online only. Simply sign in with this email address to access your account as this discount is exclusive to you and enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used in conjunction with any other promotion or sale. 

I hope this reaches you well, and that you have a lovely evening.

Thank you for being such a loyal customer and friend, 

Yours In Styling, 

SJ

SJ GRABIEC GLOBAL CUSTOMER EXPERIENCE MANAGER  

markets are conversations

The Cluterian Manifesto, 2001

HOW MUCH MONEY DO I HAVE TO SPEND INTO USER RESEARCH?

la raccolta

1

la raccolta

1

l’ascolto

Touchpoints management

Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi

enasarco.it

EnasarcoMagazineFONDAZIONE 01

Affrontare il cambiamento:la nuova sfida per il presenteAgente: un lavoroche dà valore all’aziendaSpeciale convenzioniSoggiorni termali e climatici 2010

Adatto ma non ideale Inadatto

social media management

Tweet & relate

Update professional network & projects

Press office activity & media relations

Produce awareness video

Manage customer relation

Face to face relations & solutions

Send targeted messages

Write post & manage interactions

Design & development 24/7 self-service

Content & knowledge base management

Socialize contents & manage interactions

Write & produce editions

Primari: gestione iscritti, entrate, uscite, attività ispettivaDi supporto: sistemi e infrastruttura, procurement, HR, finance, legale, internal auditing, relazioni istituzionali

owned digital media management owned press staff training

Progettare e realizzare strumenti front office & back officeSviluppare un piano di marketing e comunicazione

Sviluppo applicativo, user research, design, process analysis, knowledge base management, copywriting, newsmakingGestione eventi, ufficio stampa & media relations, customer relation management

press

FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT

Touchpoints

LINE OF VISIBILITY

LINE OF INTERNAL ACTION

Scoprire novità

Discutere/condividere

Chiedere aiuto/info

Processi

LINE OF USER INTERACTION

Approfondire

Attività

Fruire di servizi core

Inviare feedback

Fare network

Ideale

Strategia

Ambito

Interventi

l’analisi

2

1. Il contatto impossibile

N1

Not found

Il pensionando Adriano ci scrive una email [B2] di Complimenti, molto sardonici, dall’area riservata. La sua è una protesta sull’impossibilità di visitare la sede [N1] di Padova. Dice che anche chiamare per chiedere info [M4] gli è reso impossibile dalla complicazione gratuita con cui sono organizzate le informazioni [A7]. A questo punto decide di chiedere informazioni al canale dei suggerimenti e complimenti [B2]: «Quando comincerete a liquidare la prima rata mensile della mia pensione che è stata da voi accettata»? La domanda viene girata internamente ai colleghi del contact center [M4]. La risposta [M4] gli arriva in 6 ore: «Pensione accolta in data 22/06/2012 calcolo validato in data 12/07/2012 il pagamento avverrà in agosto con il rateo agosto settembre. inviata mail».

A7 M4 B2

Too busy

M4

Closed

Personal data Age: 47 Sex: M Edication: High school

Internet skill Experience: 6 years Activities: mail 6 social network h/w.: 15 Pc: Windows – IE8 Network: company LAN (ADSL)

Profile

Frank is a 47 year old accountant who lives in Rome, Italy. He considers himself a handy many, fixing the broken clock, or making house renovations.

Frank is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Frank is also an avid fisherman.

Frnk uses the computer at work. He’s comfortable using the computer and learned to use the Web for job-related research, and he uses the company's intranet on a regular basis throughout each workday.

Frank is an hard worker. He reads on a newspaper that the government wants to raise the taxation of savings. He looks for informations on the corporate website but he can’t find any in-depth content. Afterwards he calls the contact center and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email but he doesn’t receive a rapid answer so after a while he sends a fake user feedback full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center in order to arrange an appointment at the nearest territorial retail office (face by face trust building).

2012/219. Unjustified fear

A7

2012/219. Unjustified fear

I6

Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise the taxation of savings. He looks for informations on the corporate website [A7] but he can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so after a while he sends a fake user feedback [B2] full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center [M4] in order to arrange an appointment at the nearest territorial retail office [N7] (face by face trust building).

M4 B4

No trust

B2 M4 N7

2012/219

la condivisione

3

so what?che mi porto a casa?

la cura del circolo del feedback significa investire nelle

relazioni

1

relazioni a lungo termine si basano sul

dialogo

2

permettetemi una

postilla

?

A intro B intervista how toC hands onD outroE

Henry Ford, in How to Win Friends and Influence People, Dale Carnegie, 1937

If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.

I love you guys!@rainwiz rainwiz@rainwiz.com

Henry Ford Patrick VlaskovitsAlfred SloanStefano StravatoRaffaella Roviglioni

Roger, the real life superheroAntonio RomanoThe Cluterian Manifesto

Thanks to