Wim Rampen

Over-Engineering the Customer's Experience

In Customer Experience Management there is a lot to take into account. Everything a company does as well as a lot that’s happening outside the company impacts the Customer’s evaluation of the company’s service and offering. In my experience it can be rather overwhelming for people within a company to talk to the Customer Experience experts – inside and outside the company – and as a result they could be turning their backs on us “unrealistic bunch of dreamers“. I’ve come to believe this has a lot to do with a practice of ‘over-engineering the Customer’s Experience‘.

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What's on a Change Agent's Mind...

Of course, I can’t see into all change agent’s minds, but I can certainly share with you what’s on mine. And what’s on mine is influenced by the context I’m in.

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I Need a Problem To Solve with My Omni-Channel Customer Experience Strategy

A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment. 

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5 Reasons Your Customer Experience Efforts Fail

Improving the Customer’s Experience is not easy. If your lucky it’s a “two step forward, one step back”-experience. But I know many Customer Experience professionals who get frustrated by the constant struggle to move the needle. They sense that they are seen as a nuisance standing in the way of managers and directors trying to meet their objectives.

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Understanding Customer's Journey in Five Steps

I wrote about 5 things to remember when mapping the Customer’s Journey last week. Here’s my 5-step approach to actually mapping “the thing”. Have questions? Need help?

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Five Things To Remember When Mapping the Customer's Journey

Here's a couple of things that, in my experience, you probably best stickto a wall in the room where you are painting the picture of your Customer's Journey. Somehow we seem to forget when busy. Let me know what you think, or add yours in the comment section below!

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Measuring Customer Value in Experience?

I’ve been involved in Customer Experience (Management) since the beginning of my career. And for as long as I can remember we (me included) have been measuring success of our efforts through metrics like Customer Satisfaction, Customer Retention, Intention to (re-)purchase, intention to recommend.

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Big Data, Trust and ‘You as The Product’

If you’re not paying for it, you’re the product. Most people know this. The basis of the business model is that your personal data is mined and shared with all kinds of companies that can use this data for their benefit. Mostly this data is used to sell advertising space or intelligence to improve advertising efficiency.

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Five Contextual Marketing Design Principles

Last August I wrote that Marketing needed to develop five key-capabilities to drive the Consumer’s Decision Journey. If you haven’t read it yet, I recommend you do. Although this post can stand on itself, it may help you to see the bigger picture. A picture that looks at contextual marketing through a Service Dominant Logic lense.

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New MSI blogger- Wim Rampen

Dear readers, as you already know, the MSI blog is an integral part of Futurelab and, for the past eight years, we’ve tried to bring you the best and brightest in the field for your reading pleasure. And this year, we’re bringing some new blood into the mix. To start off, Mister Wim Rampen,  of Netherlands. Wim is a Customer Experience and Marketing Strategy veteran who’s been sharing his insights with the world for many years, via his blog. And now, he has gracefully agreed to join our list of syndicated authors on the MSI blog.

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