At Red Privet, we utilize a three-step Meaningful Engagement Framework to identify Moments That MatterSM and create meaningful engagement. Step 1: Meaningful Research Meaningful research isn’t about validating your own assumptions, it’s about unearthing insights. Research should be designed to provide insight into three core components of the customer’s experience: Intent What are they trying…
Smart Thinking
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Defining Meaningful Engagement One of the definitions of the word engagement is “to attract and hold fast.” This implies that there are two laws at work in true engagement: attraction and retention. Engagement isn’t just about getting someone’s attention, it’s about holding his or her attention long enough to create sustainable value–be it financial, transactional,…
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At the heart of every customer engagement is a value exchange. At its best, engagement is a fair trade of value between the customer and the brand over time. Unfortunately, not every value exchange is equal. When the scales get tipped too far in either direction, we get engagement imposters–experiences that might be labeled as…
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As founder and president of Red Privet, I’m asked, “What does Red Privet do?” a lot. Red Privet does Customer Experience Design (CXD). We design experiences that our clients’ customers will find compelling, valuable and ultimately satisfying. Often when I explain CXD to someone new, they equate Customer Experience Design to User Interface Design (UID)….
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Mobile. It’s everywhere these days; articles, commercials, headlines, the smart device never more than one foot away from us. All signs seem to scream mobile is a must. In fact, earlier this year at CES, the giant consumer-electronics conference, one panelist went so far as to say, “You’ve got to be on the iPhone; same…