Wim Rampen
Conversational Commerce, without the BS
I’m investing substantial time and effort in helping people to better understand what all the hype around AI and conversational commerce technologies like chatbots and intelligent digital assistants is about. It can be rather overwhelming in my experie...
Customer Experience Management is Failing
Many enterprises are investing millions per year to get their digital transformation agenda’s going. Agenda’s that consist of digitizing processes, building self-service portals and improving the customer service experience through adding a plethora of digital channels like WhatsApp. These programs have been mainly focussing on the...
‘Customer Experience’-Experience
The most powerful learnings come from reflecting upon your own experiences. And telling about them. Here’s a story I love to share: We were sitting in one of the largest meeting rooms available. Still it was rather small for the audience of 15+ supervisors and...
“Being Customer Oriented Isn’t the Best Marketing Strategy”
“If I had asked my Customers what they want, they would have asked for faster horses” “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” These quotes, including...
Over-Engineering The Customer’s Experience
In Customer Experience Management there is a lot to take into account. Everything a company does as well as a lot that’s happening outside the company impacts the Customer’s evaluation of the company’s service and offering. In my experience it can be rather overwhelming...
What’s on a Change Agent’s Mind..
Of course I can’t see into all change agent’s minds, but I can certainly share with you what’s on mine. And what’s on mine is influenced by the context I’m in. I consider myself a marketer and a change agent. I’m always looking for and...
I Need a Problem to Solve With My Omni-Channel Customer Experience Strategy
Posted on October 10, 2015October 11, 2015 by Wim Rampen A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment. The most frequently...
Five Things To Remember When Mapping The Customer’s Journey
Posted on May 25, 2015 by Wim Rampen Here’s a couple of things that, in my experience, you probably best stick to a wall in the room where you are painting the picture of your Customer’s Journey. Somehow we seem to forget when busy. Let...
Measuring Customer Value in Experience?
I’ve been involved in Customer Experience (Management) since the beginning of my career. And for as long as I can remember we (me included) have been measuring success of our efforts through metrics like Customer Satisfaction, Customer Retention, Intention to (re-)purchase, intention to recommend. Touch-Point...
Thinking in Paradoxes
Harmonize the opposite times by Román P.G. on Flickr It’s not that long ago. An ordinary evening on my couch at home surfing my streams as they flow through Twitter, LinkedIn, Gmail, Feedly etcetera. I was reading a post shared by @roosvanvugt: “5 things digital...
Big Data, Trust and ‘You as The Product’
If you’re not paying for it, you’re the product. Most people know this. The basis of the business model is that your personal data is mined and shared with all kinds of companies that can use this data for their benefit. Mostly this data...
Five Contextual Marketing Design Principles
Last August I wrote that Marketing needed to develop five key-capabilities to drive the Consumer’s Decision Journey. If you haven’t read it yet, I recommend you do. Although this post can stand on itself, it may help you to see the bigger picture. A...
The Power Of Simplicity
I visited a relationship event the other day. An evening event themed: “The Power Of Simplicity”. The evening turned out be surprisingly good, not in the least because of the great interview with a Dutch CEO of a large hospital in the south of...
What Is All The Content Marketing Fuss About?
Content is definitely the new hype on the marketing block, rapidly closing in on the peak of inflated expectations. There is a ‘Content Marketing Institute‘ with infographics that says 92% of marketers already use content marketing and more than half of all marketers will...
Big-Data’s Diminishing Returns
I continue to be a skeptic when it comes to the Big Data-version in which marketers get to scrape all data they can get their hands on to improve their ability to target prospects and Customers with so-called 'personalized' offers. I'm a skeptic about this...
A Matter Of Who And What To Value
Last week I stumbled into a post from Don Peppers about the Real Implications of the 80/20 Rule. Peppers uses a football-stadium of 50.000 people (Customers and prospects to be exact) as an example to explain that the 80/20 rule not only implies that...
Marketing’s New Key Competence: Driving the Consumer’s Decision Journey
Over the past years a lot has been written on the importance of understanding and aligning with the Consumer Decision Journey and more specifically how it has changed with the rise of the Internet of Things. I like to refer to this combination of...
Are You Riding The Customer Experience Hobby Horse Into Wasteland?
Last October I made the case for Multi Channel Excellence in Customer Service in response to Esteban Kolsky's plea for single channel excellence in Customer Service. Today I would like to get back to the issue, for I'm seeing some hard to get rid...
Experience Economy, Economy Of Experiences, Or..
A couple of days ago Joe Pine tweeted on how the new European Union needed ‚my' (and your) help on the Public Consultation about the Experience Economy" as an emerging industry. Industry? What triggered me most was the last two words: emerging industry". Since when…
Change – Not Adapt To – The Consumer Decision Journey
By Flickr user Alex de Carvalho http://www.flickr.com/photos/adc/ There's a lot of talk around the Consumer/Customer Decision Journey lately. People are recognizing it is an important part of the Customer Journey. From my own research I learn it is even the part that is as important...