Articles

Tag: gerry mcgovern

  • Your Digital Interface Is Your Brand

    Your Digital Interface Is Your Brand

    Do you remember the first impressions you had of a bank? Probably it has something to do with an impressive physical building.

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  • Optimizing Internal Efficiency Versus Customer Experience

    Optimizing Internal Efficiency Versus Customer Experience

    There was once a company whose packaging was notoriously difficult to open. In fact, a TV program had a competition where it offered a prize for anybody who could open the package without spilling the contents. Nobody won the prize. Why would an organization do that? Internal efficiency.

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  • The Customer Is Now the Advertiser

    The Customer Is Now the Advertiser

    When I was young, driving down a lonesome country road, seeing a billboard was a nice diversion from the black and white boredom of daily life. Being interrupted from the monotony was a welcome surprise in a world where there was lots of time to kill.

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  • Customer Journeys Need to Be Defined by Customers

    Customer Journeys Need to Be Defined by Customers

    The journey the organization would prefer the customer to go on is not usually the journey the customer wants to go on. When you get through security, the airport sends you on a ‘customer journey’ through duty free shopping whether you want to go shopping or not.

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  • Customer Obsession Defines Amazon and Digital

    Customer Obsession Defines Amazon and Digital

    To stay relevant in the digital landscape, organizations must develop an obsessive customer focus. In the US, more stores are likely to close in 2017 than during the height of the great recession in 2008. Those retailers who have committed to digital are not finding it easy either.

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  • High Traffic Does Not Equal Good Customer Experience

    High Traffic Does Not Equal Good Customer Experience

    Just because a webpage is popular doesn’t mean that it’s useful. In fact, it could be getting in the way of a more useful page.

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  • Who's the Center of the Digital CX Universe: You or Your Customer?

    Who's the Center of the Digital CX Universe: You or Your Customer?

    Gerry McGovern has a simple message for customer experience professionals out there: Stop thinking. It’s ruining your business. Despite having access to incredible data mining capabilities and customer targeting tools, most companies are still making customer-facing decisions based on presumptions and internal data.

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  • What the Pepsi Ad Tells Us About Millennials

    What the Pepsi Ad Tells Us About Millennials

    The plot for the Kendall Jenner ad was the standard industry fare that has been peddled for 50 or more years. What was surprising was the reaction to it. Pepsi makes a product that, when drunk in sufficient quantities, makes you more likely to become obese and diabetic.

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  • Employees Are Looking for Experiences Too

    Employees Are Looking for Experiences Too

    Young, talented employees are challenging traditional organizational structures and cultures as never before. The Industrial Age was about producing and owning stuff. The Digital Age is about shaping and using stuff.

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  • Wasting Time Is the Worst Customer Experience

    Wasting Time Is the Worst Customer Experience

    Reducing the amount of time a customer has to spend is one of the best ways to improve the customer experience. The essence of digital is speed. Customers are obsessed with saving time. Those organizations who save customers' time are like digital magnets.

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  • Bridging the Great Organization-Customer Divide

    Bridging the Great Organization-Customer Divide

    Organizations obsessed with cost reductions are like gardeners obsessed with weeding. They weed and weed and weed until everything becomes a weed and the garden is bare. Current customers and employees are seen as costs by most organizations.

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  • The Surreal, Crazy World of Branding

    The Surreal, Crazy World of Branding

    After a long time spent working with various kinds of organizations, I have consistently found the branding department to be the craziest, most surreal and most disconnected from anything remotely approaching reality.

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  • Information Architecture: Still Vital to Digital Design

    Information Architecture: Still Vital to Digital Design

    Over the years, the most neglected, and yet most essential, area of digital design has been information architecture. Recently, a set of presentations for website designs were made to senior management at a large organization. One presentation was based on data.

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  • The Wild West Days of Search Are Over

    The Wild West days of the web are coming to an end as people settle down and select their favorite websites as the starting points for an increasing number of their tasks.

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