Vi parlerò dell’importanza del feedback, ovvero del coinvolgimento degli utenti nel processo di design. E ve lo racconterò attraverso delle storie.

1. 01WORLD IA DAY 2015 Henry Ford non ha mai suonato il piano in un bordello
HENRY FORD NON HA
MAI SUONATO IL PIANO
IN UN BORDELLO
WORLDIADAY2015

2. THANK YOU.
01WORLD IA DAY 2015 PRESENTATION TITLE HERE
PREQUEL

4. Henry Ford
If I had asked people
what they wanted, they
would have said faster
horses

5. Why innovators are
not interested
in me?

6. 2003 in Added
Value: The
Alchemy of Brand-
led Growth by
Mark Sherrinton
ma davvero?
2002 in Beyond
Disruption:
Changing the Rules
in the Marketplace
by Jean-Marie Dru
Patrick Vlaskovits, Harvard Business Review, https://hbr.org/2011/08/henry-ford-never-said-the-fast/
2009 in Ubiquitous
Computing
Fundamentals by
John Krumm
1970 in The First
Henry Ford: A
Study in Personality
and Business by
Anne Jardim

7. Henry Ford, My Life and Work (1922)
Any customer can have
a car painted any
colour that he wants so
long as it is black.

10. 1908 1915 1920

11. Alfred Sloan
A Car for Every Purse
and Purpose.

13. THANK YOU.
01WORLD IA DAY 2015 PRESENTATION TITLE HERE
THE CUSTOMER CARE
HERO

16. “
”Stetto
Sono davvero rattristato da questa vostra
politica di addebitare di default la spesa del
giubbotto. Avendo letto di questa assurdità
mia moglie ed io ci ricordiamo sempre di
portare il giubbotto, che tra l’altro ho sempre
con me in quanto ciclista. Se il povero
operatore non se lo ricorda e anche io non
me lo ricordo, mi addebitate questi 3,05 €.
Caro collega del CRM, il messaggio per il
gentile Cesarini è: trova un altro modo di fare
margine, ok? Sei arrivato da poco, puoi fare
un bel gesto. Un caro saluto

17. Gentile Cliente,
Inoltriamo la sua richiesta al Servizio Clienti (in copia), il settore
che si occupa di tali problematiche.
Specifichiamo qui di seguito anche le loro coordinate per eventuali
contatti oppure richieste.
N. di telefono per chi chiama dall'Italia: 199 xxxxxx
N. di telefono per chi chiama dall'estero: 0039 06 xxxxxx
(selezionare 1 dopo il messaggio)
E-mail: customerserviceitaly@xxxxxx.com
Cordiali Saluti

22. Hi there,
I just wanted to drop you a note to say a personal thank you for your support, positive
and constructive comments through our customer survey.
All of your feedback is being taken seriously, and we actively encourage loyal customers
to help us grow and evolve as a brand. Tell us what we are doing right and what we are
doing wrong.
My Customer Experience team are multilingual, work 24/7 and are always here for you.
In the mean time, please enjoy a 20% promotional code for use online only. Simply sign
in with this email address to access your account as this discount is exclusive to you and
enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used
in conjunction with any other promotion or sale.
I hope this reaches you well, and that you have a lovely evening.
Thank you for being such a loyal customer and friend,
Yours In Styling,
SJ
SJ GRABIEC
GLOBAL CUSTOMER EXPERIENCE MANAGER

23. Hi there,
I just wanted to drop you a note to say a personal thank you for your support, positive
and constructive comments through our customer survey.
All of your feedback is being taken seriously, and we actively encourage loyal
customers to help us grow and evolve as a brand. Tell us what we are doing right and
what we are doing wrong.
My Customer Experience team are multilingual, work 24/7 and are always here for you.
In the mean time, please enjoy a 20% promotional code for use online only. Simply sign
in with this email address to access your account as this discount is exclusive to you and
enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used
in conjunction with any other promotion or sale.
I hope this reaches you well, and that you have a lovely evening.
Thank you for being such a loyal customer and friend,
Yours In Styling,
SJ
SJ GRABIEC
GLOBAL CUSTOMER EXPERIENCE MANAGER

24. markets are conversations
The Cluterian Manifesto, 2001

25. la raccolta
1

27. la raccolta
1
l’ascolto

31. Touchpoints management
Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi
enasarco.it
EnasarcoMagazine
FONDAZIONE 01
Affrontare il cambiamento:
la nuova sfida per il presente
Agente: un lavoro
che dà valore all’azienda
Speciale convenzioni
Soggiorni termali e climatici 2010
Adatto ma non ideale Inadatto
social media management
Tweet &
relate
Update
professional
network &
projects
Press office
activity
& media
relations
Produce
awareness
video
Manage
customer
relation
Face to face
relations &
solutions
Send
targeted
messages
Write post
& manage
interactions
Design &
development
24/7 self-
service
Content &
knowledge
base
management
Socialize
contents
& manage
interactions
Write &
produce
editions
Primari: gestione iscritti, entrate, uscite, attività ispettiva
Di supporto: sistemi e infrastruttura, procurement, HR, finance, legale, internal auditing, relazioni istituzionali
owned digital media management owned press staff training
Progettare e realizzare strumenti front office & back office
Sviluppare un piano di marketing e comunicazione
Sviluppo applicativo, user research, design, process analysis, knowledge base management, copywriting, newsmaking
Gestione eventi, ufficio stampa & media relations, customer relation management
press
FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT
Touchpoints
LINE OF VISIBILITY
LINE OF INTERNAL ACTION
Scoprire novità
Discutere/condividere
Chiedere aiuto/info
Processi
LINE OF USER INTERACTION
Approfondire
Attività
Fruire di servizi core
Inviare feedback
Fare network
Ideale
Strategia
Ambito
Interventi

32. l’analisi
2

39. la condivisione
3

44. THANK YOU.
01WORLD IA DAY 2015 PRESENTATION TITLE HERE
SOMETHING MISSING?

57. THANK YOU.
01WORLD IA DAY 2015 PRESENTATION TITLE HERE
SO WHAT?

58. la cura del circolo del feedback
significa investire nelle
relazioni
1

59. relazioni a lungo termine si basano sul
dialogo
2

61. THANK YOU.
01WORLD IA DAY 2015 PRESENTATION TITLE HERE
E VISSERO TUTTI
FELICI E CONTENTI ?

62. 01WORLD IA DAY 2015 Henry Ford non ha mai suonato il piano in un bordello
THANK YOU.
QUESTIONS?
Please Contact:
Raffaele Boiano
UX Researcher
rainwiz@rainwiz.com | twitter @rainwiz