2. prequel

4. If I had asked people
what they wanted, they
would have said faster
horses
Henry Ford

5. Why innovators are
not interested
in me?

6. ma davvero?
2003 in Added
Value: The
Alchemy of Brand-led
Growth by
Mark Sherrinton
2002 in Beyond
Disruption:
Changing the Rules
in the Marketplace
by Jean-Marie Dru
2009 in Ubiquitous
Computing
Fundamentals by
John Krumm
1970 in The First
Henry Ford: A
Study in Personality
and Business by
Anne Jardim
Patrick Vlaskovits, Harvard Business Review, https://hbr.org/2011/08/henry-ford-never-said-the-fast/

7. Any customer can have
a car painted any
colour that he wants so
long as it is black.
Henry Ford, My Life and Work (1922)

10. 1908 1915 1920

11. A Car for Every Purse
and Purpose.
Alfred Sloan

14. hero
the customer care

17. “
Sono davvero rattristato da questa vostra
politica di addebitare di default la spesa del
giubbotto. Avendo letto di questa assurdità
mia moglie ed io ci ricordiamo sempre di
portare il giubbotto, che tra l’altro ho sempre
con me in quanto ciclista. Se il povero
operatore non se lo ricorda e anche io non
me lo ricordo, mi addebitate questi 3,05 €.
Caro collega del CRM, il messaggio per il
gentile Cesarini è: trova un altro modo di fare
margine, ok? Sei arrivato da poco, puoi fare
un bel gesto. Un caro saluto
”Stetto

18. Gentile Cliente,
Inoltriamo la sua richiesta al Servizio Clienti (in copia), il settore
che si occupa di tali problematiche.
Specifichiamo qui di seguito anche le loro coordinate per eventuali
contatti oppure richieste.
N. di telefono per chi chiama dall'Italia: 199 xxxxxx
N. di telefono per chi chiama dall'estero: 0039 06 xxxxxx
(selezionare 1 dopo il messaggio)
E-mail: customerserviceitaly@xxxxxx.com
Cordiali Saluti

22. Hi there,
I just wanted to drop you a note to say a personal thank you for your support, positive
and constructive comments through our customer survey.
All of your feedback is being taken seriously, and we actively encourage loyal customers
to help us grow and evolve as a brand. Tell us what we are doing right and what we are
doing wrong.
My Customer Experience team are multilingual, work 24/7 and are always here for you.
In the mean time, please enjoy a 20% promotional code for use online only. Simply sign
in with this email address to access your account as this discount is exclusive to you and
enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used
in conjunction with any other promotion or sale.
I hope this reaches you well, and that you have a lovely evening.
Thank you for being such a loyal customer and friend,
Yours In Styling,
SJ
SJ GRABIEC
GLOBAL CUSTOMER EXPERIENCE MANAGER

23. Hi there,
I just wanted to drop you a note to say a personal thank you for your support, positive
and constructive comments through our customer survey.
All of your feedback is being taken seriously, and we actively encourage loyal
customers to help us grow and evolve as a brand. Tell us what we are doing right and
what we are doing wrong.
My Customer Experience team are multilingual, work 24/7 and are always here for you.
In the mean time, please enjoy a 20% promotional code for use online only. Simply sign
in with this email address to access your account as this discount is exclusive to you and
enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used
in conjunction with any other promotion or sale.
I hope this reaches you well, and that you have a lovely evening.
Thank you for being such a loyal customer and friend,
Yours In Styling,
SJ
SJ GRABIEC
GLOBAL CUSTOMER EXPERIENCE MANAGER

24. markets are conversations
The Cluterian Manifesto, 2001

25. HOW MUCH MONEY DO I
HAVE TO SPEND
INTO USER
RESEARCH?

27. la raccolta
1

31. la raccolta
1
l’ascolto

42. Progettare e realizzare strumenti front office & back office
Sviluppare un piano di marketing e comunicazione
Sviluppo applicativo, user research, design, process analysis, knowledge base management, copywriting, newsmaking
Gestione eventi, ufficio stampa & media relations, customer relation management
Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi
Processi
Strategia
LINE OF INTERNAL ACTION
Attività
Ambito
LINE OF VISIBILITY
Interventi
LINE OF USER INTERACTION
Fruire di servizi core
Inviare feedback
Discutere/condividere
Chiedere aiuto/info
Fare network
Touchpoints management
enasarco.it
EnasarcoMagazine FONDAZIONE 01
Affrontare il cambiamento:
la nuova sfida per il presente
Agente: un lavoro
che dà valore all’azienda
Speciale convenzioni
Soggiorni termali e climatici 2010
Adatto ma non ideale Inadatto
social media management
Tweet &
relate
Update
professional
network &
projects
Press office
activity
& media
relations
Produce
awareness
video
Manage
customer
relation
Face to face
relations &
solutions
Send
targeted
messages
Write post
& manage
interactions
Design &
development
24/7 self-service
Content &
knowledge
base
management
Socialize
contents
& manage
interactions
Write &
produce
editions
Primari: gestione iscritti, entrate, uscite, attività ispettiva
Di supporto: sistemi e infrastruttura, procurement, HR, finance, legale, internal auditing, relazioni istituzionali
owned digital media management press
owned press staff training
FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT
Touchpoints
Scoprire novità
Approfondire
Ideale

43. l’analisi
2

49. 1. Il contatto impossibile
Il pensionando Adriano ci scrive una email [B2] di Complimenti, molto sardonici, dall’area
riservata. La sua è una protesta sull’impossibilità di visitare la sede [N1] di Padova. Dice
che anche chiamare per chiedere info [M4] gli è reso impossibile dalla complicazione
gratuita con cui sono organizzate le informazioni [A7]. A questo punto decide di chiedere
informazioni al canale dei suggerimenti e complimenti [B2]: «Quando comincerete a
liquidare la prima rata mensile della mia pensione che è stata da voi accettata»? La
domanda viene girata internamente ai colleghi del contact center [M4].
La risposta [M4] gli arriva in 6 ore: «Pensione accolta in data 22/06/2012 calcolo validato
in data 12/07/2012 il pagamento avverrà in agosto con il rateo agosto settembre. inviata
mail».
N1
A7 M4 B2
Not found
Too busy
M4
Closed

50. Personal data
Age: 47
Sex: M
Edication: High school
Internet skill
Experience: 6 years
Activities: mail 6 social network
h/w.: 15
Pc: Windows – IE8
Network: company LAN (ADSL)
2012/219. Unjustified fear
Profile
Frank is a 47 year old accountant who lives in Rome, Italy. He
considers himself a handy many, fixing the broken clock, or making
house renovations.
Frank is extremely active. He golfs twice a week in the summer and
swims laps three times a week in the winter. He is proud of his
garden and spends an hour or two each day maintaining his lawn
and flower beds. Frank is also an avid fisherman.
Frnk uses the computer at work. He’s comfortable using the
computer and learned to use the Web for job-related research,
and he uses the company's intranet on a regular basis throughout
each workday.
Frank is an hard worker. He reads on a newspaper that the government wants to raise
the taxation of savings. He looks for informations on the corporate website but he can’t
find any in-depth content. Afterwards he calls the contact center and he’s reassured by
the operator that nothing is going to change about his savings. After two days he’s still
in doubt and writes an email but he doesn’t receive a rapid answer so after a while he
sends a fake user feedback full of taxation questions. The feedback is added to the
outboud cue and Frank is called by the contact center in order to arrange an
appointment at the nearest territorial retail office (face by face trust building).

51. 2012/219. Unjustified fear
Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise
the taxation of savings. He looks for informations on the corporate website [A7] but he
can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s
reassured by the operator that nothing is going to change about his savings. After two
days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so
after a while he sends a fake user feedback [B2] full of taxation questions. The feedback
is added to the outboud cue and Frank is called by the contact center [M4] in order to
arrange an appointment at the nearest territorial retail office [N7] (face by face trust
building).
A7
I6
M4 B4
No trust
B2 M4 N7

52. 2012/219

54. la condivisione
3

61. so what?
che mi porto a casa?

62. la cura del circolo del feedback
significa investire nelle
relazioni
1

64. 2
relazioni a lungo termine si basano sul
dialogo

66. permettetemi una
postilla
?
A intro B intervista C how to D hands on E outro

67. If there is any one secret of
success, it lies in the ability to
get the other person’s point
of view and see things from
that person’s angle as well as
from your own.
Henry Ford, in How to Win Friends and
Influence People, Dale Carnegie, 1937

68. I love you guys!
@rainwiz
rainwiz@rainwiz.com
Henry Ford
Patrick Vlaskovits
Alfred Sloan
Stefano Stravato
Raffaella Roviglioni
Roger, the real life superhero
Antonio Romano
The Cluterian Manifesto
Thanks to