Autore: CX

CustomerThink: Quando dovresti automatizzare i processi, e quando no.

su da CXin AI, VR, AR, CRM, Customer Service, Customer Journey

AICEX: Riprendiamo questo post che partendo da esperienze in ambito assicurativo indica validi elementi applicabili in qualunque contesto. Prima di automatizzare un processo lo si dovrebbe migliorare, altrimenti si automatizzano anche le inefficienze, e include molte attività routinarie svolte da persone, allora potrebbe essere un buon candidato all’automazione.

In today’s world of customer expectations, when a question needs to be answered or, when something goes wrong, consumers want access to helpful and accurate information immediately. This can lead to the customer making contact directly with a brand through phone, chat, email or even social media. In some cases, however, automation can be utilized to provide your customer with an accurate answer in a faster and more efficient manner. The question is, when is it appropriate to use automation, and when is it not? Continua a leggere “CustomerThink: Quando dovresti automatizzare i processi, e quando no.” →

5 cose da ricordare quando usi le Customer Journey

su da CXin CRM, Customer Service, Customer Experience, Customer Journey, Marketing, Loyalty

Journey-raphael-biscaldi-rE3kbKmLmhE-unsplash.jpg

AICEX: nel mondo della customer experience hanno spopolato le customer journey, un validissimo strumento, ma talvolta utilizzato impropriamente, o non utilizzato appieno. Capita che le customer journey non siano dei clienti, ma delle aziende che speranza che i clienti seguano esattamente il percorso che hanno disegnato per loro. Capita anche che ci siano progetti e budget per costruire le custome journey ma non ce ne siano altrettanti per le azioni che dovrebbero seguire. Il vero lavoro inizia quando le customer journey sono finite! Riprendiamo qui un articolo su questo tema.

One of Temkin Group’s Six Laws of Customer Experience is that people are instinctively self-centered. Individuals inside a company are very knowledgeable about the company and its processes and often have a mixed understanding of customers. The result? Employees naturally tend to view their customers through an internal lens that focuses on the distinct interactions a customer has with their specific department. This inward focus makes it impossible to have a complete picture of the customer’s experience. Customer journey maps (CJM) help shift employees’ focus beyond individual interactions towards a broader examination of the customer experience.

Let’s start with a definition. A customer journey map is the representation of the steps and emotional states a specific customer goes through during a period of time to accomplish a specific goal that may include some interactions with your organization. A journey map visually depicts the major stages of the journey, the steps that the customer takes with and without the company, the customer’s expectations along with his or her perceptions of the experience, and how the customer feels during each stage.

Continua a leggere “5 cose da ricordare quando usi le Customer Journey” →

Forse ti fidi troppo delle survey?

su da CXin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIs

AICEX: Fare investimenti e prendere decisioni basandosi solo su quello che dichiarano i clienti è abbastanza pericoloso. In linea generale bisognerebbe verificare con dati oggettivi se quello che le persone fanno corrisponde a ciò che dichiarano di aver fatto, di fare, e di voler fare.

At our MarTech Conference this week, Amos Budde, VP of applied data science at Civis Analytics, discussed the importance of data credibility and the ways it powers marketing decision making.

Data is at the foundation of our digital marketing efforts, but it is often faulty – and many marketers don’t think twice about it. Budde offered key points for marketers to consider when applying metrics to a marketing strategy in order to avoid setbacks and erroneous outcomes.

Don’t trust people’s reasoning
Budde addressed the faultiness of human reasoning, stating that most people are apt to respond based on their current circumstances and immediate sentiment. Continua a leggere “Forse ti fidi troppo delle survey?” →