Autore: Gian Carlo Mocci

La Customer Experience non riguarda solo i clienti

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

When marketers talk about the customer experience, the focus is almost exclusively on the buyer. “What does the customer want/need/prefer?” “How can we improve customer engagement?”

But today, I’d like to offer this (gentle) reminder that the customer experience is part of a larger service-profit chain. Yes, satisfied, loyal customers are essential to profitability. However, you can’t forget where the entire service-profit chain begins – with engaged employees. In 2000, HBR OnPoint published an article titled Putting the Service-Profit Chain to Work that very clearly articulated the value of employee engagement and loyalty, and to illustrate my point, I’ll adapt it slightly here:

In addition, Forrester recently concluded that companies with higher employee engagement ratings have higher profit margins and deliver better customer outcomes, as measured by customer satisfaction, loyalty and likelihood-to-recommend scores. Continua a leggere “La Customer Experience non riguarda solo i clienti” →

Fissare gli obiettivi di Customer Loyalty

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

Nota Aicex: usare le customer survey non significa automaticamente migliorare i KPI di soddisfazione dei clienti. Non solo gli obiettivi devono essere specifici e misurabili, ma il tutto deve essere programmato in un’ottica di Customer Experience.

All companies who use customer loyalty surveys strive to see increases in their customer loyalty scores. Improving customer loyalty has been shown to have a positive impact on business results and long-term business success. Toward that end, executives implement various company-wide improvements in hopes that improvements in customer loyalty scores will follow.

One common method for improving performance is goal setting. There is a plethora of research on the effectiveness of goal setting in improving performance. In the area of customer satisfaction, what typically occurs is that management sees that their customer loyalty score is 7.0 (on a 0-10 scale) at the start of the year. They then set a customer loyalty goal of 8.0 for the end of the fiscal year. What happens at the end of the year? The score remains about 7.0. While their intentions are good, management does not see the increases in loyalty scores that they set out to attain. What went wrong? How can this company effectively use goal setting to improve their customer loyalty scores?

Continua a leggere “Fissare gli obiettivi di Customer Loyalty” →

Design e Customer Experience

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, LoyaltyLascia un commento

AICEX: quali sono le relazioni tra design di un prodotto e Customer Experience? Ciò che conta è ideare prodotti che piacciano davvero ai futuri clienti e che servano a soddisfare i loro bisogni. Tutto nell’ottica di una perfetta CX.

There has been a great deal written about “design thinking” in the past few years.  Much focus has been placed on its value in helping define business strategy, with design firms around the world claiming that they have evolved beyond their role as developers of products into a new role as business visionaries.

It seems nearly every firm with a design practice has a “proprietary and unique” problem-solving process that will unlock the magic combination of Customer Experience, Brand Vision and Strategy – transforming any company into the next Apple. This is only half true. Design is a process that helps people develop systems that other people will use.  This process can be applied to software, buildings, space shuttles, tea kettles and organizational structures.  CX design is about applying design’s problem solving capacity to align a business to face its customers. It needs to work across channels, touchpoints and media – making it different from other fields.  Software designers make software.  Automotive designers make cars.  CX designers enable experiences. But no one owns this process.  Its origins are ancient.  Its effects are ubiquitous in the modern world and permeate every facet of our lives.  This is the first of a two-part story – about how this process came to be, how it works, and how it can be leveraged to build a better connection between a business and its customers.

Continua a leggere “Design e Customer Experience” →

Usare la tecnologia per coinvolgere i clienti

su da Gian Carlo Mocciin Marketing, Loyalty, Social, Media, MobileLascia un commento

AICEX: le tecniche di coinvolgimento dei clienti sono sempre più innovative e puntano sempre più al real time. Un esempio di implementazione di Jet Blue, famosa compagnia aerea low cost americana, che dimostra come il futuro di engagement e loyalty stiano cambiando.

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With more than 100 people in the audience, Jerry Filipiak, CEO of Comarch Inc., delivered a powerful presentation at GSummit 2014. Filipiak detailed the importance of real-time engagement, sharing the results of an implementation with JetBlue before giving the audience insight as to how Internet of Things (IoT) technology stands to change the future of loyalty and engagement.

Context is Key 

When developing TrueBlue Badges, a social-engagement extension of JetBlue’s loyalty program, JetBlue wanted a tool to connect to its members and promote its brand in social channels. Contextual communication was most important for JetBlue, as the airline wanted to make sure that its members were truly engaged and delivered a unique experience. “Context is key,” said Filipiak. “The more context you put in front of users, the more engaged they will be.” The emphasis on context is apparent when examining the Badges program. The main feature of member profiles is an interactive map that contextualizes the personal journeys of each user by keeping track of where they’ve traveled, what destinations have earned them badges and how their progress matches up with the ranks of others. When users share their Badges progress in social media – which they are encouraged to do, with the incentive of badges and extra points – a real-time picture of their own unique map is automatically sent along with a link to their profile, further showcasing the contextual engagement of the program.

Continua a leggere “Usare la tecnologia per coinvolgere i clienti” →