fbpx

Category: Neosperience People

Neosperience at Think 2018 – Strengthening Customer Engagement With Artificial Intelligence

Posted on by Neosperience Team

neosperience-think-milano

What is the key to building a successful organization in the digital age? It will be discussed at Think 2018, the week-long event organized in Milano by IBM, a real journey through the world of cloud and artificial intelligence.

Dario Melpignano, CEO of Neosperience, illustrates how companies need to use technological innovations to build personal and useful relationships with their customers. The event is scheduled for Wednesday, June 6 at 15:30 with the panel "Strengthening Customer Engagement with Artificial Intelligence".

The disruptive power of the digital transformation has involved - sometimes with overwhelming effects - every industry and internal function of the organizations. The smartphone, at the forefront of this innovative process, has stopped being a simple channel, to become a real proxy of the customer.

The path of change towards digital and emerging technologies has forced Brands to move towards an increasingly customer-centered model. Working on customer engagement means precisely this: delivering personalized customer experiences, overcoming the problems that derive from the fragmentation of tools and channels.

“People don't care how much you know until they know how much you care.” With this famous phrase, Theodore Roosevelt had already exemplified the value of the customer experience well before the actual start of the digital revolution. You will never be able to engage and retain your customers if you do not know them in the first place.

As a matter of facts, accelerating digital transformation means adopting a mobile-first approach, identifying insight in real time and using this information to build and strengthen the empathic relationship with the customer. This translates into the development of personalized experiences that retain and increase the value of the Brand.

The future of customer engagement, with a focus on the crucial role of Artificial Intelligence, will be the heart of Dario Melpignano's intervention at Think Milano, in a panel moderated by Dicran Babayantz, IBM Watson Customer Engagement Business Unit Leader Italy.

Here is the complete agenda of the round table:
Wednesday, June 6 from 3.30 PM to 5 PM - Hall III

Campus:
Cloud & Data / Artificial Intelligence for Business

Speakers:
- Dario Melpignano, CEO at Neosperience, "visionary" and Mobile Digital Business pioneer for USA-Europe
- Laura Iacovone, Mktg Professor in Competitive Analysis Consumer & Shopping Behavior and Advertising
- Alessandro De Biasio, Partner and Board Member, Head of Strategy and Innovation Practice The European House Ambrosetti
- Alessia Scarpocchi, Mktg Director Apoteca Natura Strategies & Web Aboca Group

For further information about the agenda and to register, please head to Think 2018 official page.

Receive updates from Neosperience:
© 2023 Neosperience SpA | VAT IT02792030989

Neosurance Recognized Twice Among the Best Startups in the InsurTech Industry

Posted on by Neosperience Team

caleb-whiting-101737-unsplash

Neosurance, the startup founded by Neosperience and Digital Tech, continues its journey of revolution in the InsurTech world, bringing home two prestigious awards that confirm it as one of the most appreciated players, not only in Italy, thanks to the recent opening of the American headquarters in Sunnyvale .

The 2018, in fact, opens under the banner of the first prize in the "Intelligent Automation" category, won during the MF Insurance & Previdenza Awards 2018, organized by Milano Finanza and Accenture.
Neosurance has been rewarded thanks to the product "Al Volo", a micro insurance solution developed by Axa Italy and based on the Neosurance platform, in which is accumulated the technological experience of the DCX consolidated in a decade by Neosperience.

"Al Volo" comes as a further step in a collaboration born in 2017, when Axa Italy and Neosurance laid the foundations for an ad hoc product for Tiassisto24 - an app that offers car concierge services - offering travel insurance that covers medical expenses for the 25 thousand users of the community.

After being included in the Insurance Factory 2018 Trend Report, on the April 13th came a further recognition of absolute value, with the inclusion in the list, drawn up by StartupItalia! and The European House - Ambrosetti, of the best 10 + 1 startups that have the potential to innovate the FinTech world ecosystem from Italy.

Neosurance, born from an idea by Dario Melpignano - CEO and co-founder of Neosperience, the first Digital Customer Experience Cloud - and Andrea Silvello - CEO and co-founder of Digital Tech - attracted the attention of the most important FinTech players, always looking for innovative solutions.

The technology of Neosurance, in continuous development, is based on artificial intelligence and dedicated to communities and insurance companies, allowing the sale of micro policies in "push" mode. The fulcrum of the value proposition for customers lies in the ability to build a digital customer experience based on contextual, behavioral and emotional information, used in a "learn by doing" approach.

In 2017, Neosurance was selected by Plug & Play to participate in the "InsurTech" acceleration program, and was invited to the important event of the Expo Demo Day in Silicon Valley. The presence on the news continued thanks to the Insurance Nexus IoT Europe Award and the MEDICI Top 21 - InsurTech Award.

Neosurance's path only confirms what has been certified by the Wall Street Journal, which has defined InsurTech as one of the sectors of greatest interest for venture capitalists who want to invest in innovative startups. Even in Italy, where the industry is still young, the recognition of the value of this startup shows - if still needed - the importance of the digital transformation that is revolutionizing the insurance market.

Photo by Caleb Whiting on Unsplash

Receive updates from Neosperience:

A Culture for Psychographics in Marketing: Neosperience Vision

Posted on by Neosperience Team

psychographics vision

In advertising, Brands constantly use communication appeals to influence the behavior of their target audience. As the science moves forward, marketing professionals improve their knowledge of the more profound pathways of human mind, and how to hit the right buttons in consumers’ brain to increase the persuasive power of messages.

In the last years, this approach has also been extended to one-to-one marketing, giving Brands the opportunity to hyper-personalize interactions with every single user based on their distinctive traits: values, attitudes, motives, interests, lifestyles and personality traits. In a word, Psychographics.

This methodology has been employed in many sectors, with very different purposes. In the B2C world, to increase customer purchases and conversion rates, in health education, to encourage and support patient behavior change, up to politics, to influence citizens choices.

And it’s just from politics that a question has recently arisen around the methods used by some parties to influence the result of the elections - just remember the controversy that followed the last presidential elections in the United States. In fact, there has emerged an increasingly massive use of data analysis and machine learning techniques to define the best way to convince each citizen of the reasons for one or the other political party.

Our purpose is not to dig into the merits of a story that has already been over-discussed, but to think about the consequences of two big issues that it has brought out. On the one hand, the enormous positive potential of psychographic models to improve the ability of companies to communicate effectively with their customers, taking into account the uniqueness of each person; on the other, how much these tools can be abused without shared deontological principles and rules.

For this reason, in Neosperience we think it has become increasingly urgent to support and promote ethical use of psychographic profiling, through AI tools. Especially in the B2C world, building a culture that directs and controls the application of these methods is now more important than ever, given the essential need of Brands to gain a deep understanding of who their customers are as people as, no longer simply “consumers”, and so be able to deliver increasingly personalized, valuable and useful experiences.

From the suggestion of products and services to the creation of offers, messages, and content, psychographics open up new opportunities for higher-value, human-centered customer experiences, tailored to the needs, tastes, desires and interests of every single user.

Let’s Make an Example

Think of an online fashion retailer selling branded and own-brand products through its website and app. And think of Maria, a new customer. In a typical situation, the retailer would know that Maria is a Millennial, lives in New York and in the last months has bought an evening gown and a pair of dress shoes of the spring collection, spending $ 215. She made her purchases on the website, but yesterday she downloaded the app too, following the invitation of a friend.

Now, the retailer will have to ask: What is the next step to keep Maria involved? With that information the retailer can offer to Maria, on her first access to the app, a special discount on the purchase of a garment easily matchable to those she has already bought - adopting a “content-based” approach. Or, the retailer can suggest to Maria a specific garment that is highly appreciated and frequently chosen by customers who share many similarities with her - using a “collaborative filtering” technique.

Now, imagine that the retailer can also have access to another set of information about Maria. For example, the marketer might find that she is very creative, likes to mix different styles into a single outfit, and prefers variety over the routine of "fashionable" products. He might discover that she is always looking for original and uncommon clothes, with which she can stand out and show her personality.

In possession of this information, the retailer could choose, to be more relevant to Maria, to offer her, at a special price, a garment from the brand new collection that she would be one of the first people to buy. It will not recommend the most popular clothing matches but propose multiple styles that she can mix creatively. Moreover, it will not suggest the most chosen clothes by users “like her” but will offer something new at every access to the website or app, to meet her need to feel unique: an important psychographic trait.

So What?

Psychographics, just like any tool, traditional or innovative, can be used for good or bad. It all depends on how and why they are applied.
Being more interesting and more capable of satisfying the needs of a customer, for a fashion Brand, is a good example of ethical use, especially if the Brand itself aims to meet the customer's needs at best.

On the other hand, a tobacco company, targeting young people who show the personality trait "sensation seeking" - typically related to the propensity to addiction - to increase the economic results, represents for us an example of unethical use, for which Neosperience Cloud platform is not available, by choice of our organization.

Starting from this premise, and then dealing only with use cases that are consistent with our ethical vision, in Neosperience we are convinced that changing the way Brands connect with customers represents the biggest challenge. And that’s because they still lack a profound understanding of “Who” their customers are and, therefore, the ability to think like a customer, as Paul Gillin would say.

This barrier prevents them from offering personalized and memorable experiences, in line with the distinctive traits of each customer and capable of satisfying their deepest needs and emotional inclinations. In short: being truly useful to customers. The companies that continue to behave according to old paradigms fail to face the challenge of creating innovative models to handle seemingly meaningless and heterogeneous data and transform them into valuable insights.

Transparency, ethics and the creation of value for the customer are the fundamental principles that must guide both the creation - for Neosperience - and the use for companies of such a powerful tool as psychographic profiling; a tool that can humanize the relationship between Brands and customers, adding priceless value to every experience.

 

Photo by Ryan Pouncy on Unsplash

Receive updates from Neosperience:

Read These Essential Books And Start 2018 With Momentum

Posted on by Neosperience Team

essential-reads-2018.jpg

What is the best way to jump start your new year's resolutions? Reading insightful and enlightening books, of course.
In this whirlwind of social and technological disruptions, digital leaders must focus on the continuous improvement of themselves, if they aim at improving their strategy.

We all know how important is to learn from the experiences of the others, and b
ooks can help you achieve a more profound and accurate vision of your environment, customers, and business. Here is our list - revamped for 2018 - of the essential books that will inspire you and the ones around you all year long.

We originally published this list at the end of 2015. Of course, a lot has happened in the last two years: the smartphone has definitely become our daily companion;
new technologies have taken the center stage (i.e. the Internet of Things) and old one have gained a new bright light (virtual and augmented reality).

Ultimately, the social rules have evolved and people too.
Many books have tackled the challenge of the digital disruption and its consequences on our life as human beings, customers, entrepreneurs.

To be truly effective in understanding and engaging your digital customers, you need to be willing to learn. Learning is so important, in fact, that we have included it as one of the seven steps in the DCX 7-Steps Checklist, a step-by-step guide to deliver an amazing digital customer experience.

Know yourself, know your customers, know your context. Stay current; embrace the constant flow of digital innovations; enhance the user experience at every single touch point of the customer journey.

We corssed the threshold that separates the old world (with traditional business patterns and marketing funnel) and the new world (where empowered digital customers dictate the brand agenda).

Changes happen so fast that even the most successful brands - Apple, Google, Amazon - do not rest on their laurels. Digital business is a work in progress, by definition.

The next disruption may come from unexpected places: the Internet of Things, psychographics, machine learning and predictive analytics, proximity marketing, wearable technology, cloud computing, innovative social media, virtual and augmented reality.

None will ever grow by staying closed in his comfort zone. You must confront with the best-in-class, because the only way to see the future is by standing on the shoulders of giants. Here is our updated list of the essential readings you should not miss.

THE LIFE PROJECT, HELEN PEARSON

"The Life Project: The Extraordinary Story Of 70,000 Ordinary Lives", by science journalist Helen Pearson, narrates the longest-running study of human development in the world, started in 1946 and grown to encompass five generations of children. This is the tale of these studies and the remarkable discoveries that have come from them.

PRE-SUASION, ROBERT CIALDINI

Included in the list of the best business books of 2016, "Pre-suasion: A Revolutionary Way To Influence And Persuade" is the latest effort by social psychologist Robert Cialdini, author of the renowned "Influence". The book explains how to capitalize the "privileged moment for change" to deliver your message in the most effective way. To change minds but also states of mind.

DISRUPTING DIGITAL BUSINESS, R “RAY” WANG

In the world where companies no longer control the conversation, they need to learn how to create an authentic experience for their customers. Digital leaders must shift from creating promises to keeping promises. In this era of social connections and constant connectivity, the experience becomes the main competitive differentiator, influencing the way brands plan and execute their strategy.

DEEP THINKING, GARRY KASPAROV

We all know Garry Kasparov as the greatest chess player of all times. With his book, titled "Deep Thinking: Where Machine Intelligence Ends And Human Creativity Begins", he also proves himself to be a great explorer of the artificial intelligence. The story starts in 1997 with the chess match against the IBM supercomputer Deep Blue, a watershed moment in the history of technology.

THE THANK YOU ECONOMY, GARY VAYNERCHUK

The entrepreneur Gary Vaynerchuk proclaims, with data-driven evidence, that we have entered into a new era for business. In this one, companies need to scale their communication to a one-to-one level, no matter how big they are and how much money they invest. The best way to do it is to harness the power from social media, used as a word-of-mouth and customer experience platform.

THE TELOMERE EFFECT, ELIZABETH BLACKBURN & ELISSA EPEL

Have you wondered why some sixty-year-olds look and feel like forty-year-olds and why some forty-year-olds look and feel like sixty-year-olds? Molecular biologist Elizabeth Blackburn received the Nobel Prize in Medicine for her discovery of telomeres. In this book, with the help of her colleague Elissa Epel, she highlights how the changes we can make to our daily habits can protect our telomeres and increase our health spans.

THE STARBUCKS EXPERIENCE, JOSEPH MICHELLI

Why should I pay more for an average coffee? The secret behind the 'Starbucks formula' lies in the ability to turn the ordinary into extraordinary, focusing on the overall customer experience rather than the product. If you want to understand what loyalty means in the digital era, Starbucks is your landmark brand: personalized experiences, employee engagement, omni-channel customer journey.

THE NORDSTROM WAY, ROBERT SPECTOR

Nordstrom, a very well-known retail brand, is universally recognized as one of the best examples of customer service excellence. In fact, all other companies use it as a cornerstone, aiming at becoming the “Nordstrom of their industry”. What is the secret of this enduring - even in economic turmoil - success? The direct link between empowering your employees and creating a long-term relationship with your customers.

MASTERING LEADERSHIP, ROBERT J. ANDERSON & WILLIAM A. ADAMS

Is leadership a competitive advantage, or is it just costing you in terms of time, money and personal development? Today's escalating complexity puts leadership effectiveness at a premium. Mastering Leadership involves developing the effectiveness of leaders - individually and collectively - and turning that leadership into a competitive advantage. This book aims at offering "an integrated framework for breakthrough performance and extraordinary business results".

THE CUSTOMER MANIFESTO, PAMELA HERRMANN

Let’s start with two numbers: 80 percent of businesses believe they are providing superior customer experience, yet only 8 percent of their customers agree they provide it. The disconnect is due to the fact that amazing customer experience is not the result of a program, it is the effect of a human and personal connection, across all touch points. This is where successful entrepreneurs start, to grow their business.

THE CUSTOMER EXPERIENCE FIASCO, ANDREW REISE

To learn the foundations of an amazing experience for customers, you must learn not just the best practices and success stories, but also the misguided adventures. Using a fictional situation, the book - written by the experts of Andrew Reise Consulting - tells the story of how you can start from a fiasco (a YouTube video, in this case) to build a successful customer experience strategy.

OUTSIDE IN, HARLEY MANNING

This book is about the power of putting customers at the center of your business. Customer experience is the most powerful - and yet misunderstood - element of corporate strategy today. Your business value is not established just by the quality of the output (your product) but also by the quality of the connection between you and your customers (the experience). Identifying and solving the problems inside your organization has the potential to increase dramatically sales and decrease costs.

I LOVE YOU MORE THAN MY DOG, JEANNE BLISS

The theory is good, case studies are even better. This book is all about true stories that can teach you how to improve your strategy. In the end, you will understand the difference between having customers who like you and customers who love you (truly, madly, deeply). Loyal and engaged customers are the key, and the author has studied tons of companies to identify the five decisions that drive extreme customer loyalty, in good times and bad.

INBOUND MARKETING, BRIAN HALLIGAN & DHARMESH SHAH

Inbound marketing is a new paradigm in the relationship with customers, a methodology that replaces interruption with communication and value creation. This book, written by the two founders of the automation platform Hubspot, gives you all introductory hints to change your content strategy and ultimately attract, convert, close and delight. Transforming your customers from complete strangers to loyal promoters.

TO SELL IS HUMAN, DANIEL PINK

If you need a fresh look at the art of selling in the age of digital disruption, this book will offer a new perspective, based on the idea that we are all salespeople. Among all other things, the author describes the six successors to the elevator pitch, the three rules for understanding another's perspective, and the five frames that can make your message clearer and more persuasive. Because, in sales, numbers matter.

Of course, there are lots of great readings we did non include in this brief list. Please, use the comments to suggest your personal favorites.

Photo by Aaron Burden on Unsplash

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

Get the DCX 7-Steps Checklist
Receive updates from Neosperience:

5 Insightful Talks From The Inbound 2017 [VIDEO]

Posted on by Neosperience Team

Schermata 2017-10-19 alle 12.42.05.png

‘Inbound’ is the name of the annual conference held by Hubspot in Boston. From a community-focused meeting, it has grown exponentially into a mainstream even, attended this year by over 20,000 people from 100 countries.

The inbound marketing methodology is always at the heart of the week-long conference but, this year more than ever, there were plenty of interesting talks spanning from business to technology and social matters.

Now that the page of the conference has been updated with the official videos, here is our selection of the 5 most insightful videos from the Inbound 2017.

RAND FISHKIN

First of all, we must highlight the amazing spotlight speech by the Wizard of Moz himself: Rand Fishkin, founder and former CEO of Moz, and of the most recognized SEO experts in the world.

PIERA GELARDI

When you talk about creativity, media and startups, you cannot ignore Piera Gelardi, co-founder of Refinery29, an online fashion and lifestyle magazine with 25 million global readers.

JEN SPENCER

We talk a lot about marketing automation, Internet of Things, Artificial Intelligence, machine learning, but we should never forget that, behind technology, the core of any experience is still the human element.

 

BRIT MARLING & ISSA RAE

Today, it is impossible to talk about content marketing ignoring the power of video. This is the tipping point of the spotlight with the two women behind Netflix’s THE OA and HBO’s Insecure.

 

WAJAHAT ALI

In times of social turmoils, voices like Wajahat Ali become even more important. He is, in fact, the mind behind different social entrepreneurship initiatives aimed at creating a positive impact for marginalized communities.

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

The 7 Pillars Of The New Customer Loyalty
Receive updates from Neosperience:

Neosurance Chosen as Best Insurance Game-changer at Munich Re Digital Partners

Posted on by Neosperience Team

ashim-d-silva-95249.jpg

It has been a memorable year for Neosurance. The innovative insurtech start-up, founded by Neosperience and DigitalTech, has been recently awarded with the Munich Re Digital Partners Award as the ‘Best Insurance Game-changer'.

The recognition comes in the wake of the selection by Plug&Play for their intensive acceleration program, and the partnership with AXA Italy to launch the first push "instant insurance".

The award was received at an event in London which gathered one hundred and fifty participants from the VC and business angels communities as well as numerous players from the insurtech ecosystem.

Mark Dennis, COO of Digital Partners - a global business unit of Munich Re designed to partner with disruptors who are changing the way insurance is experienced by customers - commented:

“Digital disruption is changing the insurance industry. We established Digital Partners as an enabler to work with insurtech start-ups and digital verticals who are aiming to change the insurance world, developing better products and providing better customer experiences. The Best Insurance Game-changer award aims to recognise those making a difference in our industry.”

Neosurance won the vote by the event participants for its disruptive distribution model based on the principles that “insurance is not bought by but sold to the customer, through the creation of smart emotional engagements at the point of need, directly on their smartphones”.

Neosurance offers AI and machine learning solutions for insurance companies to enable the sale of micro policies ‘on the spot’. Advanced technology in a unique combination with behavioural sciences merge together to create a distinctive customer journey in which insurance becomes instant, contextual and convenient. A big step ahead to bring protection closer to people when and where it matters most.

The core value proposition for clients is building a digital customer experience journey on the basis of contextual, behavioural and emotional data through a “learning by doing” approach, with numerous use cases spanning from travel, sports and mobility to the shared economy, closing the protection gap while making insurance and assistance relevant, easy and convenient.

In the first half of the year Neosurance was selected by Plug&Play Tech Center to take part in their insurtech accelerator in Silicon Valley where it had the chance to expand its network of partners on American soil. Following this inspiring experience, the company announced a brand new partnership with AXA Italy, starting with the launch in the Italian market by the end of June of a travel insurance coverage that can be purchased in 10 seconds.

In July 2017 the startup, led by its CEO Pietro Menghi, a veteran of the insurance and reinsurance industry, has launched its first product to offer instant travel protection, having just finalized a seed round of 700,000 Euro, which brings the total equity raised close to one million.

Photo by Ashim D’Silva on Unsplash

Download The 7 Pillars Of The New Customer Loyalty to define the foundations on which to build your engagement and loyalty strategy, create innovative experiences and establish a lasting and valuable relationship with your customers.

The 7 Pillars Of The New Customer Loyalty
Receive updates from Neosperience:

5 Books Every Digital Marketer Should Read This Summer

Posted on by Neosperience Team

must-read-books-2017

“Once you stop learning, you start dying.” This famous quote by Albert Einstein is still relevant to understand a major truth of the digital era: the only thing that is constant is change, and so you should never stop learning if you want to stay relevant.

Of course, this applies both to companies and individuals. Inspiration is all around us and it will empower you to gain competitive advantage, if you can get out of the comfort zone. What better way to improve than by reading a smart book?

The American political journalist P.J. O’Rourke once said that you should “Always read something that will make you look good if you die in the middle of it.” What’s not to love about this sentence? Learning is such a critical process that we have chosen it as one of the steps in The DCX 7-Steps Checklist, a guide that’ll help you build an amazing customer experience.

The problem with reading, today, is that we are all caught in a fast-paced world with a short attention span. Too many things happen around us, so many sources to check and so little time to do it. We are quite lucky, though, because someone else has done the hard work for us. Authors that have tackled the challenge to help digital leaders to keep up with the evolution of marketing and technology.

The more provoking is the book you read, the more you will be forced out of your comfort zone. Once you question your beliefs and layered knowledge, then you are ready to move forward. It is not just theory: In the era of the digital transformation you can’t hack your growth if you still rely on the old-fashioned way to do things.

You need innovative approaches to old questions. How can I grow my business? How can I overcome the challenges of the digital transformation? How can I engage and monetize my digital customers? How can I convert random customers into loyal brand advocates?

If you are looking for an answer to these - and many more - business problems, you might find useful insights through the pages of these five books every digital marketer should read.

EVERYBODY LIES, BY SETH STEPHENS-DAVIDOWITZ

Part technology research part psychological study, this book offers an illuminating look at what the Internet can tell us about who we really are. Everyday we create a vast amounts of information with our web searches, and all thiese data reveal truths about ourselves and our world that we did not even imagine.

What percentage of white voters did not vote for Barack Obama because he is black? Do violent films affect the crime rate? How regularly do we lie about our sex lives? The answers to these - and many more - questions are hidden behind what we type on Google in the safety of our room.

HARNESSING OUR DIGITAL FUTURE, BY ANDREW MCAFEE

Co-written with Erik Brynjolfsson, "Machine, Platform, Crowd: Harnessing Our Digital Future" is one of the most exciting books of 2017 so far. This is a must-read analysis of the effects of the digital disruption, a guide for the digital leaders, marketers and CEOs who truly want to understand the power of exponential.

To survive the big wave of digital shifts, in fact, "we must rethink the integration of minds and machines, of products and platforms, and of the core and the crowd. In all three cases, the balance now favors the second element of the pair, with massive implications for how we run our companies and live our lives."

PRE-SUASION, BY ROBERT CIALDINI

Robert Cialdini is the renowned author of Influence, a bestseller dated 1984. At the end of 2016 we have finally seen the long-awaited sequel, titled Pre-Suasion. This book is destined to become even more relevant than Influence because it comes out in a era when marketing and psychology are more intertwined than ever.

What separates effective communicators from truly successful persuaders? Using a rigorous scientific approach, Cialdini "shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before that message is delivered."

HOOKED, BY NIR EYAL

We always emphasize the importance of a well planned, meaningful customer experience on the road to business success. But there is a plain fact that none can ignore: If people don't like the product you sell, your strategy is more than likely doomed. So, how can you develop and market a product or service that customers will love?

Nir Eyal tries to find an answer in his book "Hooked: How To Build Habit-Forming Products". Want to be the next sensation? Try with the Hook Model, "a four-step process embedded into the products of many successful companies to subtly encourage customer behavior."

ORIGINALS, BY ADAM GRANT

"Originals - How Non-Conformists Move The World" is yet another brilliant take on how we can generate new ideas, improving the world in the process. Sharing powerful and surprising business stories, Adam Grant offers groundbreaking insights about rejecting conformity and improving the status quo.

The book "
explores how to recognize a good idea, speak up without getting silenced, build a coalition of allies, choose the right time to act, and manage fear and doubt; how parents and teachers can nurture originality in children; and how leaders can build cultures that welcome dissent."

Photo by Aziz Acharki on Unsplash

If you need more food for thought during your Summer vacations, you can also download The Mobile Engagement Playbook, a collection of relevant insights that'll help you to overcome the challenges of the digital transformation and grow your business exponentially.

Get The Mobile Engagement Playbook
Receive updates from Neosperience:

The Seven Pillars Of The New Customer Loyalty

Posted on by Neosperience Team

understand 1.jpg

Is Brand Loyalty still relevant for customers? In a market where the limitations of space and time are canceled by technology - and we can buy everything we want directly with a tap on a mobile screen - does it make sense to talk about loyalty?

The answer is ‘Yes’ to both questions. Customer Loyalty is still relevant, but it is hard to get and even harder to retain as the competition is so tight. This is the starting point of The 7 Pillars Of The New Customer Loyalty, our new checklist that will help you improve your strategy and evolve to stay relevant.

As said, loyalty is still important and will continue to be in the next future. Indeed, in times when we have become accustomed to brand switching and polygamous loyalty, the ability to attract and retain the attention and engagement of customers is even more critical.

The reason lies not only in the economic value of this long-lasting relationship - loyal customers buy more and more often - but also in exponential effects regarding competitive advantage (i.e. the sharing of 'positive vibrations' in their communities and social networks).

If the intrinsic value of the customer loyalty remains unchanged, however, the same can not be said of the relationship between companies and people. This connection has been deeply altered by the advent of the digital technology, that has shaped the market scenario in which we have been immersed for more than ten years now.

Not to mention that the pace of this change has further accelerated with the advent of the mobile devices. In a few years, in fact, the smartphone has become the primary point of reference we all turn to when we need information and make weighted decisions.

Whether it is a car purchase, a comparison between two TV models, a holiday booking, the choice of the perfect outfit for the evening, or the sharing of our opinions, the answer is always there, in the palm of our hand.

If we turn the focus on the Brand, the story remains the same: the smartphone is the primary means of spreading contents and messages. When it comes to digital customers (Millennials and Generation Z above all), there is no engagement and loyalty strategy without mobile technology.

We want to emphasize the fact that technology is, as always, a means and not the ultimate goal of your strategy: the solution is not to recreate, in the digital context, the old dynamics of engagement and fidelization typical of the offline world (a virtual loyalty card, to name one).

The reason is that today people do not just want to buy products or services. They want to live experiences. At the heart of any loyalty strategy, there should be the awareness of the value of customer experience as the primary factor of differentiation on the market.

According to Gartner, 89% of companies expect that the decisive battle for relevance on the digital markets will be fought in the field of customer experience. It is not a coincidence: people already consider the experience more important than price and the product itself.

In order to grow your business, you must build personal relationships with customers. Focusing on the experience is the only way to move from a utilitarian loyalty (I spend, and you give me a tangible prize in return) to an emotional loyalty (I choose you because I feel I am an integral part of the Brand).

The evolution from a traditional fidelization to the 'new customer loyalty' is not easy or immediate, but it is necessary if you want to survive in an ecosystem increasingly saturated and competitive. To move towards the future, you must first take a step back, admitting that you do not know your customers, despite the Big Data and your CRM.

The amount of information about customers that the technology makes available to companies is of no use if you do not know what to look for, how to move from macro to micro, and ultimately how to get an intimate understanding of the person.

Before even thinking about customer engagement and loyalty, you have to understand people. Choices are mainly driven by emotional elements, so you need another key to read the traits of personality, behaviors, attitudes, thought patterns, and prejudices.

We are talking about the final step from the study of the Demographics - which tell you who the customers are - to the Psychographics - which tell you what they think and what they want.

Only by studying these essential hidden traits you will be able to gather and select the data you need to personalize experiences and messages. Understanding is the basic requirement to convert customers into Brand Ambassadors.

The purpose of The 7 Pillars Of The New Customer Loyalty is to define the foundations on which to build your engagement and loyalty strategy, to create innovative experiences and establish a lasting and valuable relationship with your customers.

You can download it for free at the following link:

The 7 Pillars Of The New Customer Loyalty
Receive updates from Neosperience:

Neosurance From The Silicon Valley To The Partnership With AXA Italy

Posted on by Neosperience Team

neosurance_insurance.jpg

After being selected by Plug&Play in March to take part in the four month intensive acceleration program designed for insurtech startups, the time has come for another crucial moment for Neosurance, at the final Expo Demo Day in Silicon Valley.

Neosurance CEO Pietro Menghi pitched to an audience of over 500 participants from the corporate partners and the venture capital communities and announced the new partnership with AXA Italy to launch by the end of June the first push "instant insurance" product in the world.

In the last months the startup went through a step by step process that helped define their business model and market strategy making them ready to take off on the international market.

Official corporate partners of the Plug & Play accelerator have reached now the number of 48, including Aviva, Allianz, Markel, Farmers Insurance, Munich Re, Swiss Re, Nationwide, The Hartford, Talanx, Travelers, Zurich, HDI, USAA, AON and many others.

Neosurance, founded by Neosperience and DigitalTech, has gained much momentum in the last months, receiving prestigious recognitions, such as The Insurance Nexus IoT Europe Award 2016, and the MEDICI Top 21 – InsurTech Award.

Neosurance offers AI and machine learning solutions for insurance companies to enable the sale of micro policies “on the spot”. The core of its value proposition for clients is building a digital customer experience on the basis of contextual, behavioral and emotional data through a “learn by doing” approach.

During the Expo Demo Day, Pietro Menghi, CEO and investor in the young start-up stated: “We had some great and productive months here at Plug & Play Tech Center meeting with VC’s, communities and other interesting start-ups across insurtech and other verticals, and we are now able to go out there and showcase our AI-based solution that is able to offer micro policies via push notifications in a smart and customized way to the users of a community.”

Neosurance can boast a brand new partnership with AXA Italy, starting with the launch in the Italian market by the end of June of a travel insurance coverage that can be purchased in 10 seconds. Together they have created a product for Tiassisto24 – an auto concierge community app – offering a travel insurance that covers medical expenses for the 25K users of the community.

The policy will be soon available through the TiAssisto24 mobile App and will sell customized travel insurance based on the country where the client is travelling to. In a partnership that is the first of this kind in the world, Neosurance provides the technological platform (SaaS) and artificial intelligence system, while AXA Italy provides the insurance policies that are specifically designed for this use case.

After the launch of this first product, Neosurance will be revealing more details about discussions with AXA Italy in order to extend the offering to other communities both in Italy and abroad.

Thanks to the Plug & Play acceleration batch, Neosurance has also closed an insurance commercial agreement with BeeBell, a US community active in the area of events, with more than 800K members.

“From the very fruitful meetings organized within the program, we were able to identify suitable partners with whom we are now closing agreements. The American market is very important for insurtech, so I can anticipate that we decided to incorporate Neosurance in the US and to open an office here to capitalize on all the exciting activities we started in these months in the Valley and to scale our business model up”, said Menghi.

Download The Mobile Engagement Playbook, a collection of relevant insights that'll help you to overcome the challenges of the digital transformation and grow your business exponentially.

Get The Mobile Engagement Playbook
Receive updates from Neosperience:

Neosurance Selected for Plug and Play’s InsurTech Acceleration Program

Posted on by Neosperience Team

 

plug-and-play-tech-center.jpeg

Neosurance is off to a great start this new year, winning a spot in the InsurTech Acceleration Program by Plug and Play, the most prominent startup accelerator worldwide.

The InsurTech revolution arrives at the Silicon Valley Tech Center, where Neosurance will be taking part in a three-month intensive acceleration program, meant to boost the business through the constant interaction with corporate partners and VC’s.

Plug and Play has recognized the disruptive idea behind Neosurance, the customer-centric mobile insurance platform that delivers the right insurance at the right moment to the right customer. The first built-in AI agent to fill the insurance protection gap.

Neosurance, founded by Neosperience and DigitalTech, has gained much momentum in the last months, receiving prestigious recognitions, such as The Insurance Nexus IoT Europe Award 2016, and the MEDICI Top 21 – InsurTech Award.

Recently, the startup has gained a pre-seed investment from Pietro Menghi (the new CEO of the company) and Matteo Carbone, (Founder and Director of the Connected Insurance Observatory), who also took up the role of Senior Advisor.

In a world where the attention span and rational purchasing steadily decrease, and where traditional agents miss the most critical touch points in their customer’s journey, Neosurance is considered the innovative solution that masters technology to shape the future of insurances by connecting people and things.

The solution proposed by the company poses a win-win situation for the customer and the insurer:

  • The customer will get the protection needed, personalized, relevant, and effective, directly on the smartphone.
  • The insurer will unlock untapped business opportunities, closing the protection gap and getting closer to customers.

Together with the other 25 selected startups, Neosurance will live the most awaited moment at the Expo Demo Day at the beginning of June, when it will pitch in front of the corporate partners and the venture capital community. Official corporate partners include Aviva, Allianz, Markel, Farmers Insurance, Munich Re, Swiss Re, Nationwide, The Hartford, Talanx, Travelers, Zurich, HDI, USAA, AON and many others.

“It is exhilarating to have been chosen out of 1000 initial applicants from all over the world. This is a great success for Neosurance as Plug and Play Tech Center is a gateway to the Valley and to the worldwide InsurTech ecosystem” says Pietro Menghi.

Download The Mobile Engagement Playbook, a collection of relevant insights that'll help you to overcome the challenges of the digital transformation and grow your business exponentially.

Get The Mobile Engagement Playbook
Receive updates from Neosperience: