NYT: Coltivare la Brand Loyalty anche con i “Clienti Difficili”

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty 
Sephora’s three-tier rewards program includes samples, tutorials and special events for loyal customers.Dado Galdieri/Bloomberg

AICEX SUMMARY: I Clienti si iscrivono ad un programma loyalty per i vantaggi, ma se poi continuano a farne uso è per le Esperienze.

AMERICANS are both more loyal and more fickle than ever before, judging by the number of customer rewards cards they have and the number they actually use.

Households, on average, hold membership in 29 loyalty programs across the retail, financial services, travel and other industries — that’s a total of 3.3 billion nationwide, up 26 percent from 2013, according to a 2015 reportby Colloquy, a loyalty marketing research company.

But most households use only 12 of those cards, a proportion that has dropped 4.5 percent from 2013.

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CX Omnichannel ancora “lenta” per Finanza, Salute, Pharma e Servizi Governativi

su da Gian Carlo Mocciin Customer Journey, Digital, Design, UX

AICEX SUMMARY: L’analisi è relativa agli USA ma anche in Europa la situazione è simile.

The omnichannel customer experience is nothing new, especially in the consumer and retail industries. Many companies and brands are using data and automation technologies to engage seamlessly with their customers at any time and place and across any device.

At the same time, omnichannel doesn’t mean digitizing every aspect of the customer journey without regard to which channel is best-suited for customer needs at each stage. The recent news of Google Compare shutting down is a great example of this.

The search engine giant’s entry into — and quick exit from — financial services proves one thing: Even with all the data and insights in the world, customer value is not based solely on price or convenience. Rather, “comprehensive answers” related to insurance, mortgage and other financial products are largely best served by professionals who can provide high-touch interactions with customers across channels, online and off.

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La IoT è ancora agli inizi nel migliorare la CX

su da Gian Carlo Mocciin IoT, Data, Analytics

AICEX: Pensiamo si debba aspettare ancora un pochino per vedere effetti sostanziali sul B2C, mentre sul B2B il processo appare più rapido. 

Defining Internet of Things as intelligent interaction between humans and things to exchange data is easy enough, but assessing how and where IoT is playing, or should play, within retail customer experience is a bit more difficult.

Some industry watchers believe IoT remains in a hype stage yet grabbing obvious traction as some companies are boasting billions of connections.

“It’s happening quickly, but, yes it’s hype,” said Jessica Groopman, independent industry analyst and IoT advisor. Groopman was one of three panelists discussing real-life IoT applications during Networld Media Group’s CONNECT Mobile Innovation Summit held in Chicago Aug. 15 -17.

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Partecipa a IDC Digital Transformation Conference 2016

su da Gian Carlo Mocciin Other

IDC Digital Transformation Conference 2016

  • IDC DIGITAL TRANSFORMATION CONFERENCE 2016
  • Un’indagine di IDC condotta nei mesi scorsi tra le aziende europee evidenzia che ben il 61% delle aziende europee considera la digital transformation una delle principali priorità di business.
  • Se ne parlerà il 29 settembre 2016 al Centro Svizzero: non perdere questo appuntamento!
  • Per informazioni e registrazioni
  • Con il Patrocinio di AICEX