Autore: Gian Carlo Mocci

Come misurare la Customer Satisfaction: alcune metriche da monitorare

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

Nota AICEX: sappiamo davvero come misurare in maniera efficace la Customer Satisfaction? Analizziamo quattro aspetti che a volte vengono trascurati.

Customer_Satisfaction

When we have a great food experience at a new restaurant, we usually want to go back. Positive evaluations result in greater customer satisfaction, which leads to customer loyalty and product repurchase.

Mission accomplished.

But how do we effectively measure customer satisfaction?

Many strategies exist, but overlooking the fundaments of how to measure customer satisfaction can be detrimental to your business. Here are 4 key customer satisfaction measurements that are critical to your business success

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Prezzo: fa parte della customer experience?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

Nota Aicex: usare la leva del prezzo come strategia di differenziazione comporta il fornire una customer experience di basso livello? Sembrerebbe di no…

 

Strategy-Pricing

In a recent discussion about customer experience that had been lively and provocative, the room went silent when the topic of pricing surfaced. That was not surprising, as it’s easy to anticipate that a low point in most customer experiences involves the discussion of prices. Even ads for car dealers have focused on the ways in which they’ve taken trauma and tension out of the purchasing experience, alluding to the industry’s tradition of unpleasantness during price negotiations. And the competitive environment of recent years has probably added to the difficulty that exists in coming to agreement on price. We have all heard quotes like the following. “The only way we got people into our store over the holidays was with massive discounts.” “My customers had to go down market during the recession, and they aren’t moving back up.” “We keep losing share to private labels in the Big Boxes, all due to price.”

While the above challenges are solidly based on reality, making pricing a daunting topic, firms that proactively manage pricing strategy with the right tools in place can produce significant top- and bottom-line results. A point gain in realized prices can yield a much larger proportional improvement in profits. And the evidence is strong that there is a strong correlation between margins and negative customer experiences – and that correlation goes the wrong way. Firms pay a price when the customer experience turns negative when the topic of price arises.

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In-Store Customer Experience: alcune novità

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: come aumentare il traffico nel punto vendita con una innovativa Customer Experience? Musica e multimedia possono essere d’aiuto.

Retailers and brands are using music and multimedia in ever-more innovative ways to breathe new life into their stores and attract more customers.

operations

It is well known that music plays a role in the total shopping experience, but it can also be an important tool in creating a memorable identity for specific retail brands, as well as giving stores a new role in a multi-channel sales environment.

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Come dire “no” senza perdere un cliente?

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

NOTA AICEX: trattare i clienti è decisamente un’arte. Come fare a dir loro “no” senza mettere a rischio la relazione?

I’ve been self-employed for more than 30 years. Most of that time, I’ve been busy, but not always. Twice in the past five years, I’ve lost half my income abruptly, once when two websites I worked for both shut down on the same day, once when I quit a client I just couldn’t stand anymore. At times like these, I’ve had to scramble to replace that business and keep the bills paid. Maybe that’s why I have an almost superstitious reluctance to turn away customers.

But sometimes it isn’t optional. The past few months, for whatever reason, I’ve been offered more business than I can handle. It’s a conundrum that every solopreneur and very small business has to solve some time or other. You must say no to a valuable customer or risk becoming overloaded and ineffective. But like a squirrel burying nuts for winter, you want to save that customer for later. Is that possible?

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