24 August 2009

Steve McCallion on customer experience

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Steve McCallion
Steve McCallion, the executive creative director at Ziba Design, is a bright man whom I had the pleasure of meeting during a service design event in Brussels in December 2007 — we got along immediately.

As part of his introduction as guest blogger on Fast Company (his blog is called Beyond The Widget), he has been wonderfully accoladed with the statement: “McCallion has been able to bridge the elusive gaps in the design world between spaces and actions, objects and emotions. And somehow, he makes it all look so effortless.”

What I didn’t know is that Steve once worked as an architect for Richard Meier, and we probably bumped into each other in the elevator, as I was working for Charles Gwathmey downstairs.

The four articles he posted are definitely worth checking out:

Does your company support consumer experience innovation?
Companies want to create value by delivering better consumer experiences, but many are not quite sure how to get there. The results have ranged from a proliferation of Apple-like Genius Bars to projects that simply never make it to market. This week, Steve McCallion explores some of the challenges companies face when trying to deliver consumer experience innovation.

Building consumer experience value using the power of metaphors
Metaphors not only transfer associations from a previous experience to a new one, they function as shorthand to help people understand the consumer experience offering and what it means in their lives.

How customers saying “no” can become a consumer experience “yes”
The customer is not always right. And it’s often those moments when the customer resists change that an opportunity to innovate exists.

What promises can your consumer experience make?
Meaningful consumer experiences are based on a relationship between brands and people. By clearly promising something to people that is authentic and relevant, brands can increase the value of their products and services and connect on an emotional level.

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