- "making sense of value creation and co-creation" (parte VIII) (Outubro de 2014)
- É a interacção (Outubro de 2015)
- O poder da interacção (Fevereiro de 2016)
- O papel da relação, o trunfo da interacção (Abril de 2016)
- Confundir o Estanhistão com Comoditização... suspeito (Agosto de 2016)
A ideia que defendo é fácil de expor e decorre disto:
Os eficientistas enterram-se na busca da eficiência, exemplo:
- "Why cutting your expenses can kill your business…"
- ""respond by becoming a shell of their former selves""
Deliram com a automatização, com a remoção de fricção.
A alternativa para as PME passa pelo numerador, passa pela aposta na fricção, passa pela aposta na interacção. Por isso, acho muito interessante este texto "An Emotional Connection Matters More than Customer Satisfaction":
"Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs
...
Of course, it’s necessary to provide customers with what they say is important. However, our research shows that it’s much more valuable to align customer experience investments to those elements shown to drive emotional connection
...
Shaping a customer experience by being precise about the emotional connections you’re trying to build and investing in the touch points that drive these connections is an powerful way to increase customer value, and maximize the return on investment decisions and minimize the risk. Emotionally connected customers not only generate greater value, but in every interaction become more and more convinced that “this company gets me.”"
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