Autore: Gian Carlo Mocci

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.

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La nuova scienza del data-driven marketing

su da Gian Carlo Mocciin Marketing, Loyalty, OtherLascia un commento

Nota Aicex: i big data sono parte integrante delle attività di marketing di molte aziende. Dopo aver capito i vantaggi ad essi connessi, le aziende sono ora pronte ad incorporarne l’uso nelle loro strategie e trasformare il marketing in data-driven.

Big data is now an integral part of most marketing executives’ vocabulary. After realizing the advantages data can provide, forward- thinking marketers are embracing big data and quickly incorporating its use into their strategies. This shift towards big data is rapidly evolving our industry from traditional marketing to a more advanced world of data-driven marketing.

In this new world of data-driven marketing, data should be looked at as a means to enhance and improve communication with customers across a number of channels, rather than just as a group of static facts. Data-driven marketing encompasses a breadth of marketing channels, including: direct mail, email, online, addressable media, omnichannel, display advertising and any form of marketing where the customer can be identified and directly (or even indirectly) contacted.

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Comprendere la mobile experience aiuta a costruire app migliori?

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

Nota Aicex: la mobile experience impatta drasticamente sul livello di apprezzamento delle app. Cosa rende una applicazione mobile una app da 5 stelle?

I have had the opportunity to apply my knowledge about customer loyalty/experience measurement in the area of mobile application development/testing. Today’s post is about what makes a 5-star mobile app.

A 5-Star Rating is the Goal

The 5-star rating scale has become the default mobile app criterion in mobile app stores. In a global survey of mobile savvy users, Mob4Hire, a mobile market research and testing firm, found that  mobile app users, on average, need to see at least a 4-star rating (out of 5 stars) before they download/purchase mobile applications. The bottom line is that mobile apps with higher star ratings are more likely to be downloaded compared to mobile apps with lower star ratings. Mobile users who give a mobile app a 4-star or 5-star rating are also more likely to 1) continue using the app, 2) recommend the app to their friends, 3) download other apps from the same developer and 4) use other competing apps less than users who give a mobile app a 1-star or 2-star ratings. Maximizing the star ratings of a mobile app needs to be the goal of all mobile app developers.

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Sicuri che sorridere ai Clienti faccia bene ai Dipendenti ?

su da Gian Carlo Mocciin CRM, Customer Service, Customer NeuroscienceLascia un commento
NOTA AICEX: Un recente studio mostra che i dipendenti che a lavoro sorridono quando interagiscono con i clienti , pur talvolta non avendone “voglia”, ne risentono una volta rientrati a casa.
CUSTOMER SERVICE
Customer service with a smile is the American way, but faking it all day can take an emotional and physical toll once workers head home, according to a small but compelling new study published in the journal Personnel Psychology.

The findings should give employers pause about just how much they can fairly expect in terms of “emotional labor” — the requirement to display certain emotions or feelings toward customers, clients and others at work.

“[Employees] could smile because they genuinely like their customers or they are simply happy, and in that case they are not engaging in what we call ‘emotional labor’ because they are not faking,” explained lead researcher David Wagner, Ph.D. of Singapore Management University, in an email to the Huffington Post. “When they put on that happy face but don’t really feel it — that’s when we start to have problems.”

Researchers observed 78 bus drivers who worked for one transit company in the northwestern United States. Over two weeks, the study participants answered surveys before work, after their shifts and just before they went to bed at night. They were asked about hours of sleep, their moods during and after work, and whether or not they had put on a “performance” or a “mask” that day.

Wagner found that when a bus driver wore a fake smile, he or she was more likely to suffer insomnia that night than someone who wasn’t faking it. Emotional acting was also linked to reports of feeling anxious or distressed, and also increased the likelihood of feeling emotionally exhausted at the end of the day. These people even reported more family conflict at home. Continua a leggere “Sicuri che sorridere ai Clienti faccia bene ai Dipendenti ?” →