Zhecho Dobrev

Could You be Left Behind by The Experience Economy?

Seventeen years after the prophetic Pine & Gilmore book and HBR article “Welcome to the Experience Economy” published, we see their concepts gaining momentum. In the past, companies embracing the concept were the exception; now embracing the Experience Economy is the rule. In other...

Do You Master The Power of Storytelling?

Stories are a fascinating subject. I like this post from Bruce Kasanoff. He shares with us the story of a skiing excursion he took with his client 20 years ago. He presents it as a story, an exciting one, to “show you—rather than tell you—how...

5 Facts to End the ROI Debate on Customer Experience

For many years, there has been a debate whether you could assign a dollar amount to determine the return on investment for any Customer Experience improvements. At times (more in the “old days” but every now and then it happens in present times)  we’ve...

What Does The Scottish Independence Vote Have to Do with Customer Experience?

Well, there you have it! After so much campaigning, so many questions, debates, and emotions that moved currencies and markets, the Scottish said, “No!” to independence. I won’t go into deep macro-economical, sociological, PESTAL analysis, etc. I won’t even get into why they Scottish...

You Are Getting Customer Innovation All Wrong

A Forrester 2014 report announces that  “the number of truly awful customer experiences is dropping like a rock. That’s good news for consumers and business buyers alike. It’s bad news, however, for the mass of companies that are now all “just average.” They’ve lost...

What makes up the most enjoyable Customer Experiences?

The Five senses. You have known them since elementary school. Sight, Hearing, Taste, Smell, and Touch. But while you may be aware of them and could list them all on a game show to win a prize, have you ever considered how each of...

What People Say vs What They Really Think

If you are like most organizations, you have done a lot of research on the rational side of your customer experience. You may use surveys so your customers can tell you what they would like you to do in the future. But a new...

How to Design Human Centred Experiences

Before you spend a ton of money on a new CRM system, software, machine or process to enhance your customer experience, you should always make sure that you consider that your customers are humans in your design. Imperfect, irrational, and instinctive humans. I was reminded...

Outside-In Approach to Design and ROI of Patient Experiences

Doug Dietz, principal designer for GE Healthcare, was proud of his new scanner (MRI machine) that he designed. Like a self-described proud papa, he went to visit it at the hospital.  It was this visit that would change his life and would teach him...

The Opportunity To Differentiate – Part 2

The Opportunity to Differentiate Part 2 As I mentioned in part one of this blog, I have done a lot of travelling recently. I flew with 5-6 airlines, used 4-5 different rent-a-car firms, stayed in half a dozen hotels, dealt with banks and logistics companies...

The Value Of Complaints

Has it happened to you that you start a small argument with your wife, partner or girlfriend, over a small thing but neither of you acknowledges any wrongdoing and both start to blame the other side? In many cases this is what starts off...

The Opportunity to Differentiate – Part 1

I did a lot of travel recently. I flew with 5-6 airlines, used 4-5 different rent-a-car firms, stayed in half a dozen hotels, dealt with banks and logistic companies and let me tell you something – the opportunity to differentiate on the basis of...

How to overcome organizational silos?

Have you got problems finding a common language and cooperation from people around the organisation for customer experience initiatives? Aren't people usually supportive on words … until you actually ask them to do something? Research we did in 2012 amongst customer experience professionals and...

5 Must-Dos in Designing an Emotionally Engaging Experience

Think of how many times you had an impulse to buy a more expensive brand and later convinced yourself that you did it because the quality is much better. Truth is that in most cases you did it because you trust the brand more...

Are you in danger of death by efficiency?

I couldn't agree more with Casey Haksins and Peter Sims who argues in a recent HBR blog that too much efficiency can be just as deadly as too little as it leaves no room for trial and error. We all remember the 9.0 earthquake off...

How to make your customers happy TOMORROW

I read in a recent article at Inc.com about amazing new research out of Stanf ord and Harvard Business School, which found that concrete goals designed to improve the well-being of others are more likely to lead to happiness for the giver than are...

Customer Experience Governance Approaches & Maturity Stages

Typical Customer Experience Maturity Path Where does the customer experience sit? What are the responsibilities and, most importantly, the authority of the customer experience owners within organisations? These were some of the questions we looked to answer with our research amongst senior customer experience professionals...

How emotions are emerging as a competitive differentiator?

I'll start with a real life story. The CEO of a company decided not to renew the contract with their telecommunications provider even though they were the cheapest. Puzzled by that the account manager sought to speak to the CEO and found that the...

The Business to Business Experience is More Emotional

Do emotions play a role in the business to business (B2B) environment? Do the emotions that influence us as consumers also influence our behaviour in our jobs? We often get asked these questions and most recently during our last webinar New research of top...

Designing experiences for the ears

Are you designing for appearance or for experience? In a brilliant TED Talk by Julian Treasure – Why Architects need to use their ears he argues that far too many people far too often design only for the visual appearance (i.e. for the eyes)...

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