Autore: Gian Carlo Mocci

Come misurare al meglio la felicità dei clienti

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, LoyaltyLascia un commento

NOTA AICEX: l’indicatore NPS è ampiamente utilizzato da tante aziende per misurare la soddisfazione dei loro clienti. Ci ricordiamo ancora i vecchi metodi? 

Customer service was simpler in the era before big box chains and online shopping. Back then, to delight his clients, a business owner simply needed to offer fair prices, convenient hours and honest advice. To really make an impression, he might deliver a customer’s purchases to his home or ask the shopper about her children. He probably knew most of the families he served.

Best of all, business owners had an excellent, instant measure of success: A customer’s smiling face.

Many transactions today involve very little human contact. Consumers can buy just about anything they want on their phones (after browsing online reviews and price comparison sites first, of course) while waiting in line for their morning coffee. And if a customer doesn’t like her latte, she may just dash off a complaint to the store’s Twitter feed instead of telling the barista. Or when shopping, if she’s not sure how a dress fits, rather than seeking honest advice from a sales clerk, she might post a photo on Instagram to get input from her friends.

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Compagnie aeree: come sfruttare al meglio i Big Data per migliorare l’esperienza

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, LoyaltyLascia un commento

Delta Air Lines in-flight experience

Big Data is something we hear a lot about in the travel sector. As airlines face increasing pressure from travellers to improve the standards of air travel and create a more personal experience, while at the same time being tasked with finding new ways of generating revenue, Big Data is widely seen as an ideal solution to help deliver on all fronts.

The actual concept of Big Data ­– essentially taking a large amount of disparate, structured and unstructured data from various sources and turning it into something of real value – is now generally well understood, but working out how best to apply it to an operational airline is perhaps not quite as straightforward.

“Airlines are really starting to believe in Big Data and its benefits,” said Dermot O’Connor, Co-Founder & Vice President Engineering at Boxever, a company dedicated to helping the travel sector make the most of the masses of data it has access to. The key, he said, is “to understand the customer and to get a single view of them” by making use of existing data from a variety of channels, including things like web, mobile, apps and kiosks. “Lots of airlines and travel companies have disparate data across four or five databases,” he explained, so the benefit lies in bringing this together to help build a more detailed, individual profile of each passenger.

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Imparare la Customer Experience dal barbiere

su da Gian Carlo Mocciin Customer Experience, Marketing, LoyaltyLascia un commento

Nota AICEX: cosa ci può insegnare un barbiere sulla Customer Experience? Ben più di quanto si possa pensare.

 

“A hair in the head is worth two in the brush.” – Oliver Herford

Customer Experience lessons from a Barber

 

Great customer experience can come from anywhere. A barber shop would seem an unlikely place to collect business wisdom yet how is it that most of the times a barber shop in the same exact location and circumstances, offering the same commodity service with the same quality but with pricing so different from the local competition does better business than the others. What makes that barber UNIQUE is his ability to identify, predict and personalize. You might think cutting hair is a low-involvement affair but the fact is that your barber builds a relationship and personalizes the experience. Therefore barbers can teach businesses a thing or two about improving their customer experience.

Here are the top lessons to learn from a barber for a better customer experience –

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Ricerca HBR: state facendo Customer Experience Innovation ?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: Innovare nella Customer Experience sta diventando un termine molto utilizzato. Chi sono le aziende che innovano correttamente? 

“Innovation” has become a buzzword in the customer experience field.

In a Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team’s strategy for customer experience is market differentiation. And an ambitious 13% said that they’ll settle for nothing less than having the best customer experience across every industry — in other words, these companies want to be the next Apple, Disney, or Zappos.

They also believe that innovation will help them achieve these lofty goals — and they’re investing accordingly. Sixty-nine percent of these respondents report that their companies have dedicated personnel for customer experience innovation. Sixty-four percent have allocated time to innovation activities. And 55% have dedicated innovation budgets.

Are their investments paying off? A whopping 73% of interviewees say they plan to launch innovative customer experiences in the upcoming year — and two-thirds believe that they already have.

Customer Innovation Survey Results

These numbers sound promising — but they just don’t add up.

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