Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Artificial intelligence: partner or substitute for the performing arts?
Mar20

Artificial intelligence: partner or substitute for the performing arts?

Many platforms already use artificial intelligence to make personalised recommendations to their users – such as Netflix, Spotify, or the start-up Le Styliste recently discussed on this blog. Today, however, AIs are no longer merely analysing and suggesting but are also used to create and assist in the creation of artistic content. After having dealt with the superiority of artificial intelligence over man in games, in this article, we will look at the advances made in...

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MyStarbucksIdea: a great failure ?
Aug18

MyStarbucksIdea: a great failure ?

« Great » and « failure » may be two words you wouldn’t associate at first.  Yet, it’s the impression which I got whe I recently received the Starbucks newsletter proudly announcing that 150 ideas from the MyStarbucksIdea platform had been implemented. 150 ideas is a lot. Yet it is nothing compared to the 116100 ideas submitted (I summed them up on August, 12th). It’s actually a mere 0,129% of the grand total. If those ideas were revolutionary it would...

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Open innovation initiatives fail
Jun01

Open innovation initiatives fail

One of EMAC 2011 participants (from the University of Amsterdam) presented yesterday some facts about platforms of open innovation like MyStarbucksidea and Dell’s Ideastorm. MyStarbucksIdea received some 74000+ suggestions out of which about 300 were actually converted. A mere 0.4%. You can wonder therefore what the value of such platforms really is. Well, I see some positive points: firms using such platforms actually do communicate in some way with customers firms can get suggestions and improve...

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Cocreation lesson #5 : customer experience
Sep08

Cocreation lesson #5 : customer experience

My review of 40 years of literature has shown that the word “experience” is used by many authors to illustrate co-creation processes. Prahalad & Ramaswamy (2000) called for «personalized experiences with the customers». Vargo and Lusch (2004) suggest that «experience and perception are essential to value determination». Payne, Storbacka and Frow (2008) suggest that customer experience is one of the five possible co-creation processes. Furthermore they write that the relationship experience is part of customer value-creating...

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