Top 3 Tech Innovations To Improve Digital Customer Experience in 2015


Evolution driven by disruptive technologies is, by its very nature, unpredictable. In the last decade we have faced the birth of tech innovations that have deeply changed the way customers connect with brands and products. Customer experience is the key to reshape your business and rebuild engagement strategies. As we prepare to say goodbye to 2014, one crucial question crosses our mind: What will the next years hold for business? How will technology innovations help you improve digital customer experience?

When you face an economical scenario in constant change, being on top of things is the key factor to succeed. There are forces at work before our eyes - even when you don't see them - and they are destined to change markets forever. You can’t rely on traditional marketing tactics and funnels if you want to create an amazing digital customer experience: the way to go to stay relevant in the mind of your clients.

These are the main trends that will accelerate from 2015 onward:

  • The merging of digital and physical, that will ultimately give birth to a new hybrid reality;

  • The mobile mind shift, that makes experience - not price - the main reason why clients choose or drop a brand;

  • The transition from the passive consumer to the empowered customer - what we call the Age of the Customer.

Within this world in perpetual digital evolution, it is hard to foresee what is going to happen. But it is still possible to study early adopters' experiences and the work done by analysts and research labs around the world, to see clues of what the future holds for us. Here’s a brief look into three technology innovations ready to create an impact on how we deliver customer experiences.

  1. Internet of Things: 2014 was the year I-o-T has become a main trend, 2015 will be the year the interconnection between devices will start delivering special experiences. The automation made possible by the Internet of Things and the so called ‘mobile-everything’ will change the way people experience brands and products digitally and at the point of sale. Your engagement and loyalty strategies need to evolve accordingly, or you will lose ground.

  2. Wearable Tech: smartwatches, activity trackers, virtual reality headsets, smart glasses. For the past year the main implementation of the wearable revolution has been for very simple tasks, mainly related to fitness blended with gamification. In 2015 the topic will get more serious and wearables - connected with Big Data analysis systems - will really take customer experience to a new and somewhat unpredictable level. At the forefront of this evolution we will find HealthKit and health related applications.

  3. Data Analytics: as mobile markets grow and go beyond the smartphone, companies will be able to gather a huge amount of information about competitors and customers. In the era of Big Data, to reach a better knowledge and plan efficient strategies you will need to make sense of numbers and statistics. How? Implementing an integrated analytics platform, to extract reliable actions from data and look for new ways to meet customer needs.

In 2015 disruptive technologies will produce a profound impact on your business, but it is not the ultimate device itself that will determine the success of your strategy. It is how you use it that ultimately decides if your company will win the race to digital innovation. In example to enhance your strategy, effectively blending new technologies, discover Neosperience Engage, the end-to-end mobile marketing solution to turn on smartphones like magic and deliver personalized experiences to your customers close to, or inside the store.

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Neosperience Wins 2014 International GrandPrix For Mobile Marketing


Neosperience has won 2014 International Events & Relational Strategies GrandPrix, an award dedicated to the most innovative and effective marketing experiences. Neosperience was awarded with the first prize in the Mobile Marketing category, for its Carpigiani MyGelato App and ecosystem. This honor confirms a great year full of achievements for the company's customers.

Dario Melpignano, Neosperience CEO, has received the GrandPrix award along with Michela Iorio, Carpigiani Digital PR & Communication. The jury of the Award brought together corporate marketing experts, technology companies and the academic world, to select the entries “addressing market needs and focusing on the industrial sector to which the products belongs”. A choice that highlights the key link between market and digital innovation in an era defined by mobile mind shift and empowered customers.


Neosperience has been chosen for developing an “application created for tablets and smartphones aiming at promoting, selling or creating awareness about a product or service; including branded apps, in-app advertising, mobile display, SMS and mobile video adv. Newsletters, ads and direct campaigns sent by e-mail”.

Once again an eminent award testifies the relevance of the digital customer experience for companies that want to innovate and effectively implement their digital transformation. The International GrandPrix comes just two months after the Top Innovation Award Italy 2014, an honor that was appointed to Neosperience by the President of the Italian Republic as the best technology company of the year.

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Top 6 Rules of Gamification: How To Engage Customers Playing With Them


Games are everywhere. So many aspects of our daily life are influenced by game mechanics that marketers recognize their seeds everywhere. Companies have used games for years, both for B2C and B2B strategies, with one big aim: create brand awareness to drive engagement. This is gamification: the science of applying game theory and dynamics in non-game contexts. Like any other science, you need to learn the rules of gamification to learn how to engage customers playing with them.

To fully understand the importance of gamification today, we need to go back in time: in 2011 Gartner announced that, by 2015, “more than 50 percent of organizations that manage innovation processes will gamify those processes”. We already discussed about the importance of gamification for digital customer experience: a game layer is spreading across the world, influencing digital marketing strategies and replacing traditional loyalty marketing as the most effective tool.

In the Age of the Customer, loyalty programs are not enough to connect and engage with empowered customers, submerged in the ground noise made by traditional marketing. Here gamification enters the scene as the perfect way to promote awareness, engagement and brand loyalty. The secret of conversion, in a mobile scenario defined by games, is to play with your customer. Or, even better, to let your customer play with your brand and product.

Creating a game, though, is not enough to enhance the connection between the brand and the client. Gamification is not separated from the rest of your digital marketing actions; it must be included in an overall strategy and focused on your customer experience - as in the 4 inspiring gamification examples we outlined before.

What are the rules of gamification? You need to be well-aware that a good strategy should always:

  • Be results driven: gamification is not about building a fancy game. The game is a tool, not the final purpose of your plan. The target is producing increased awareness and improved performance for products, services and your brand as a whole.

  • Put emphasis on social: games and social networks are key to understand how the customer is evolving in a mobile ecosystem. Your actions should aim to the gamification of life, and never forget the power of “Feedback and Progress” dynamics.

  • Be behavior focused: as we have highlighted the importance of location based content, keep in mind to increase engagement with context-related content. That is even more true for games, with beacons, wearables, widgets, push notifications and tailored content for power users.

  • Promote UGC: the communication between brand and client is two-way. User generated content is essential to embed the customer into the experience, build a community and foster engagement.

  • Expand brand identity: when you create a game to connect with your customers - or employees - you are putting your own identity into play. Like any other marketing tactic, games narrate your specific system of meanings, shaped through the years, starting from archetypes to brand identity and storytelling.

  • Change behavior in real life: every gamification strategy aims at increasing customer engagement. And there are many ways to get to the finish line. Gamification is not only about conversion and progression, but also about changing people’s lives, inspiring new behaviors in health, finance and even core beliefs. Games are serious business!

As practical advice: if you want to connect with your customers 
in a whole new way discover Neosperience Engage, the end-to-end mobile marketing solution to turn on smartphones like magic and deliver personalized experiences to customers close to, or inside the store.

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How To Connect With Your Digital Customers


Digital Customer Experience (DCX) is defined as the sum of all digital experiences customers have with a supplier of products or services, over the duration of their relationship with that supplier.

It’s implications span beyond technology investments — to engage customers with digital tools at every touchpoint — into the realms of marketing, infrastructure, organization and leadership.

Reviewing the ontology of digital customer experience, there is a disparity between this “experience as everything” definition and a more practical meaning: experience in a personal and memorable way, that creates a distinct economic offer, different from the products or services delivered, that allows to connect with customers in a whole new way across smartphone and tablet, computer, smart TV, connected objects, and internet-of-things -enabled physical stores.

This is a more specific and actionable definition, that shows the urgency for most organizations (apart from pure players like Apple and Amazon), to realign or do new investments in technology and business models.

Good digital customer experience — the perception people have of their interactions with your organization — keeps them coming back again and again and is today the most critical differentiator. Your customers are dazzled by digital experiences that are enjoyable, innovative, and contextual. How are you going to keep up delivering on your brand promise at each point of the decision process?

It s now essential to meet your customers’ expectations by delivering them heightened digital experiences anytime, anywhere, personal, and simple:



  • Your customers want an experience, not (just) a product.
  • They want to be engaged — storytelling and gamification help — share their experience in real-time with other people and receive feedback.
  • They want to be provided with a real-time, connected global marketplace — in which they can interact with other people and you — with any of their devices, starting from their smartphone and tablet.

For them

  • They want to receive personalized content and benefits.
  • They expect they can go direct with your business.
  • They expect to live a purchase experience which resonates the behavior of the elite of society prior to the Industrial Revolution, moving beyond outdated one-size-fits-all and mass customization model.

Their own way

  • They want you to deliver support online or in-store. Set up an appointment with a store assistant as they like.
  • They want to visit your store digitally, and discover your products as if they were physically there, with any of their devices.
  • They want to locate the closest point of sales/service, know when it's open, be guided there.


  • They want to do all these things easily and with any of their devices, seamlessly syncing their digital experience through their personal cloud.

We’ve entered the Age of the Customer — an era where a focus on customers matters more than any other strategic imperative.

Digital customers’ perceptions of the experience you deliver at every touchpoint have a profound impact on your business metrics ranging from brand equity and customer loyalty to increased revenue and cost savings.

“There are going to be seven billion smartphones in everybody’s hands in the next five years. Now, everybody is a digital customer, so doing things digitally is no longer a niche. Doing things digitally is how the entire world communicates.”
- Angela Ahrendts, former Burberry’s CEO, Head of Retail Apple since mid-2014 

Look at every dimension of your customer digital experience, mapping out the digital customer journey first, then paying attention to everything that affects the customer’s disposition while looking for a product from you or one of your competitors, deciding to buy, and while actually buying and using it.

The steps are:

  1. Shape your buyer personas as generalized representations of your ideal customers.
  2. Map their digital customer journey describing their behavior as the interactions at the different touchpoints with your brand and product.
  3. Design the experience, mobile first: use the 7 Steps DCX Checklist.
  4. Build the platform linking your content marketing and DCX.
  5. Launch, monitor, learn and innovate, to improve continuously.
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Let The Jester Tease Your Digital Customer Experience

The Jester archetype includes the clown, the trickster, and anyone at all who loves to play or cut up. In politics Jesters are essentially anarchistic, as illustrated by Emma Goldman, the famous anarchist, who said, “If I can’t dance, I don’t want to be part of your revolution.”

His/her desire: to live in the moment with full enjoyment, to have a great time and lighten up the world.

A Jester brand, and associated digital customer experience, wants us all to lighten up, have fun, and stop worrying about consequences. But it also celebrates cleverness used to trick others, get out of trouble, and find ways around obstacles, and live life experienced in the moment, one day at a time.

The Jester is a promising archetype to shape digital customer experiences for brands whose function helps people have a good time, with pricing that is moderate to low, produced and/or sold by a company with a fun-loving, freewheeling organizational culture.

Archetypes deeply influence also people’s behavior while at work. In a Jester organization, you can be ostracized if you have no sense of humor, just like in many Lover organizations, the unspoken rule is that everyone knows everything about everyone else.

Discover also:

  • The Innocent: Life does not have to be hard, this myth promises.
  • The Explorer: Don’t fence me in.
  • The Sage: Sharing wisdom with you.
  • The Hero: Triumphing over adversity and evil.
  • The Outlaw: Rules were meant to be broken.
  • The Magician: The shaman at the forefront of great scientific changes.
  • The Regular Guy/Girl: The virtues of being ordinary.
  • The Lover: Intimacy and elegance.
  • The Jester: To live in the moment with full enjoyment, having fun, and stop worrying about consequences.
  • The Caregiver: The altruist, moved by compassion, generosity and a desire to help others.
  • The Creator: Helping you be you (only better).
  • The Ruler: Queens, kings, CEO’s, presidents, or anyone with power represents the ruler.
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