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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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Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don't know where to start or have struggled to get things right. In Marketplace Dignity, Cait Lamberton, Neela A. Saldanha, and Tom Wein introduce a tangible, practical way to take a stand on the fundamental value of humans, and in so doing, be a force for good in a society that increasingly demands that they do so. Marketplace dignity is the idea that customers seek respect and recognition from the firms they interact with, not just rational or emotional benefits. Marketplace dignity appeals to humans' sense of justice and goes to the essence of what makes customers human. It is also a powerful driver of their engagement, loyalty, and satisfaction. In this book, you will discover how to: + Apply the principles of marketplace dignity to the whole of the customer journey, from the pre-consumption phase to the post-consumption phase; + Design and deliver products, services, and experiences that respect your customers' dignity and value as human beings; + Improve your performance using the Marketplace Dignity Framework, which is underpinned by representation, agency, and equality; and + Create a competitive edge and a positive social impact with marketplace dignity. Drawing on the authors' rigorous research, as well as the successes and failures of companies around the world, from Fortune 100 companies to nonprofits to independent organizations, Marketplace Dignity will empower you to diagnose, understand, and enhance the way that you engage with your customer base across the entirety of their journey with your organization.

Consumer satisfaction. --- Customer services. --- customer behavior. --- customer centricity. --- customer dignity. --- customer engagement. --- customer experience. --- customer feedback. --- customer journey mapping. --- customer journey. --- customer loyalty. --- customer relationship management. --- customer respect. --- customer retention. --- customer satisfaction. --- customer service. --- customer value. --- marketplace dignity.