El Juego de las diferencias. Ponte en la piel de tu cliente

Today I am sugesting the following post in Spanish.

El Juego de las diferencia. Ponte en la piel de tu cliente  spanish version


@Mariajose_such suggests using the  Repertory Grid Technique (RGT) in customer engagement.

It is a tool used in Psychology and in experience design. But it can be really be expanded to more areas, she suggest using it in Customer engagement and innovation.

 The technique is simple.  You present 3 products to the customer and you ask them adjective to describe what do they have in common and what are their the things they differ.

This is very useful, because you can feel how your product is perceived in comparation with the competition, you can find what others products are perceived better than your product and what your product is perceived as better than competition.

It is very interesting because you can see how different cultures and people might perceive things different, so you can adapt your product to them. For example you can addapt your product for the Asian market enhancing the feature that they would value more.

Also knowing what is important to your customer (whether they are seen in your product or in the competition) is important for you to try to find what do you need to engage your customer, and make him be part of viral marketing strategy.

Very interesting post..... and more to come...  Stay tuned here, and for those spanish readers stay tuned to @Mariajose_Such on  http://blogs.icemd.com/blog-customer-engagement-quieres-jugar/index.html


Here is this post google translated for english readers


The differences game. Get into your customer shoes shoes of your customer.  english google translated version


Filo A known anonymous

¿A quién pertenece el Customer Engagement?

For spanish readers please read the following post first

¿A quién pertenece el Customer Engagement? By María José Such Pérez (spanish)


Hello everyone.

I have been silent for a while, and many things has happened in my live that would have deserved a few post.  I will try to catch up, if I find the time for it.

What I have decided is to start posting on innovation. I will be referring to post from others or I will be writing my own reviews on the ones I would find interesting.

 The first one of the series has to be from the person whose influence has change me most. She is the inspiration behind this post, and the main reason behing this series of posts. I will try to inspire her in the same she inspire me.

The following post is her first one on a series of post in Customer Engagement. The author, Maria José Such Pérez, is taking a very interesting approach. Traditionally Customer Engagement is being associated with Marketing, and normally there are Marketing techniques applied to it, the approach that the author in her blog will give fresh ideas coming from non marketing areas. She would be bringing success cases, easy applied techniques from areas such as emotional design, service design, interaction design, user experience,  among others, and would encourage readers to embrace these, test them, play with them. This is a good way to innovate in Customer Engagement.

Here is for non Spanish readers a "google translated" page (not entirely good translation) but enough to give you a hint of what it is comming.

Who owns the customer engagement?


When I read it it came to mind "Brilliance Borrowing", 2 innovation gurus and one of the greatest mind in history.

• Scott D Anthony in his book "The little black Book on Innovation", 
• David K Murray in his Book " Borrowing Brillance"
• Sir Isaac Newtown, in his quote " In order to see farther,I have stood on theshoulders of giants"

Stay tuned

Filo a known anonymous.