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Extended store has been a work of mapping the phenomena of digitalization that effects spaces and above all the world of retail. Apps allow interaction between users and brands, the book hosts a selection of those which are redesigning spaces, changing their forms, hierarchies, flow systems, arrangement of goods, experiences, and dimensions. The store takes on completely new dimensions and characteristics, in addition to sales, that of exhibition, performance, entertainment, engagement and sensory immersion. The store is a place tailored to the desires and sensory, psychological, and temporal needs of those who want to encounter the brand. The extended store will be a shop spread throughout the territory, it will be more connected, more available, more open and at the same time closer, mass customized, but above all it will be more digitalized and able to fulfil and modify itself more quickly and faithfully to needs and desires. Shops will not disappear in the 21st century, but they will have to change (if they have not already done so) to survive. They will have to evolve by integrating technological solutions that are not only back-end (as they have done so far), but front-end, and therefore available to customers in the shop as in the cases reported in the book.

Furniture design --- retail, digitalization, senses, time, design, customer journey --- retail, digitalization, senses, time, design, customer journey

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Long description: Mit Mapping-Techniken zu einer erfolgreichen Kundenausrichtung Für alle, die an Planung, Design und Entwicklung von Produkten und Dienstleistungen beteiligt sind wie Designer, Produktmanager, Markenmanager, Marketing-Manager, Unternehmer und Geschäftsinhaber US-Bestseller und Grundlagenwerk zu Mapping-Techniken Starker Praxisbezug durch kommentierte Beispiele, Case Studies und Praxistipps Mapping-Techniken unterstützen Unternehmen dabei, den Status quo, wichtige Zusammenhänge, aber vor allem Sicht und Bedürfnisse ihrer Kund:innen zu verstehen und zu dokumentieren. So entsteht ein teamübergreifendes Verständnis - beispielsweise auch von Multi-Channel-Plattformen oder Produkt-Ökosystemen. James Kalbach vermittelt in diesem Standardwerk die Grundlagen dieser Mapping-Techniken – z.B. welche Aspekte und Dimensionen visualisiert werden können – und beschreibt den Praxiseinsatz von Service Blueprints, Customer Journey Maps, Experience Maps, Mentalen Modellen oder Ökosystem-Modellen. Biographical note: Jim Kalbach ist Head of Customer Experience bei MURAL, einem führenden visuellen Online-Workspace für Remote-Zusammenarbeit. Er ist ein bekannter Autor, Redner und Dozent für User Experience Design, Informationsarchitektur und Strategie und hat mit Unternehmen wie eBay, Audi, Sony, Elsevier Science, LexisNexis und Citrix zusammengearbeitet. Jim ist der Autor von "Designing Web Navigation" (O'Reilly) und "The Jobs to Be Done Playbook" (Rosenfeld).

Kunden --- Produktdesign --- Visualisierung --- Design Thinking --- Product Design --- User Experience --- UX --- Alignment --- Customer Journey --- Service Blueprints

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With more than 40 years of experience in the industry sector, Knauf Insulation is one of the world's leading manufacturers of insulation materials. Knauf Insulation’s strategic objective is sustainable profitable growth. One of their key pillars is customer centricity, as customer centricity and customer understanding are key to create value to get a premium for the brand (de-commoditization) and to achieve a profitable business and sustainable growth beyond 2019. Every product becomes a commodity in time as competitor’s catch up.
Furthermore, digitalization is a key enabler of KI’s strategy. Digitalization allows increased efficiency in manufacturing and operations (supply chain), improved collaboration within the company but most importantly allows creating opportunities about how and to whom they sell. Digitalization is also a key enabler for customer centricity. Technology and digitalization in and of itself doe not create growth, what will create growth is delivering value to the customer.
KI’s strategy shows all the projects and objectives the company has with its four targets: distributors, homeowners, architects, and installers. The benchmark made in five different countries (Belgium, France, United Kingdom, Germany, and Spain) showed the gap with the company’s two main competitors, Isover and Rockwool, in terms of tools and services offered. The benchmark of the industry gave some possible ideas for the company to further investigate.
The website dive in and analysis of key metrics about KI and the competition emphasized on the importance of improving its SEO which is key because it is how their customers can find their website.
Finally, the recommendations are in two parts: the first is about tools and services specific to each target to solve those target’s pain points in their customer journeys. The second part is dedicated to the SEO of the company. The final step of the project is a chapter about the vision of the future of the company, about the technologies and trends KI could follow.

Digitalization --- customer centricity --- customer journey --- SEO --- Sciences économiques & de gestion > Marketing

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Dans un monde où les habitudes des consommateurs et les technologies évoluent constamment, les relations entre clients et entreprises se transforment profondément. Aujourd'hui, les entreprises ont les moyens de tirer pleinement parti des données clients grâce aux avancées technologiques et aux stratégies commerciales modernes. Mobitec, une entreprise opérant dans un modèle B2B2C, reconnaît désormais l'importance de considérer les consommateurs finaux pour offrir une expérience client optimale et devenir une entreprise plus centrée sur le consommateur. Cette thèse explore la mise en place d'un projet visant à cartographier les parcours clients et à identifier les points de contact clés. L'objectif est d'obtenir une vue d'ensemble de la situation actuelle et de s'appuyer sur cette étude pour développer les premiers outils d'évaluation continue du parcours client. Par l'évaluation des forces et des faiblesses des points de contact, ainsi que des considérations des consommateurs, Mobitec pourra intégrer ces données dans ses prises de décisions stratégiques. Cette utilisation des données clients induit un changement de mentalité et de culture au sein de l'entreprise, passant d'une focalisation sur l'efficacité interne à une orientation vers le client et ses besoins. Cela implique de ne plus se fier uniquement à l'opinion des employés mais de se baser sur des données concrètes, ce qui présente des défis importants, notamment en matière de gestion du
changement et d'accompagnement des parties prenantes. La mise en œuvre d'une structure de remontée de feedback tout au long du parcours client permettra à l'entreprise de constamment améliorer l'expérience client et de renforcer sa position sur le marché.

Customer journey --- Customer insight --- Customer experience --- Sciences économiques & de gestion > Marketing

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Due to the increasing amount of data available in our environment, the need to analyze them has increased as well. However, a large number of companies do not perceive the added value that data might have for their activity. Chiveo, a service company operating in Business Intelligence, is actually facing this challenge. Moreover, the competiting environment in which the company operates has pushed Chiveo to to increase its awareness in order to sell more. Therefore, to support the objectives of the enterprise, the project thesis aims at implementing a diagnostic tool to measure prospects and/or clients’ BI maturity. This will enable Chiveo to conscientize people about the importance of data and more precisely, turn it into a strategic tool for the salesmen.
A deep analysis of the context was needed in order to lay the foundation of the project. The company, clients, sector and competitors have been carefully analyzed in order to find essential information for the project development.
The implementation of the strategic tool involves several steps starting with the functional analysis. Two qualitative studies have been conducted in order to collect information from experts and clients. These steps allowed us to develop a reliable tool that has been validate on a specific sample. To take advantage of the tool, a dissemination strategy has been put in place. The customer journey has also been analyzed in order to recommend targeted actions for the different phases. In addition to this, KPIs have been suggested to measure the success of the project in the next few months.
Then, the carried-out project mentions the current challenges faced by Chiveo about the data protection and influence games of business practices.
Finally, we proposed some practical recommendations together with conclusions to improve Chiveo’s sales and to help the company to grow in the future as desired.

Chiveo, Micropole, Business Intelligence, Diagnostic tool, maturity level, data, Customer journey, Marketing actions. --- Sciences économiques & de gestion > Marketing