Autore: Gian Carlo Mocci

La fiducia dei Clienti. Interessante disamina sul ruolo del “Customer Trust”

su da Gian Carlo Mocciin Customer Experience, Marketing, LoyaltyLascia un commento
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NOTA AICEX: il “customer trust” viene definito da Michael Lowenstein come “il tessuto connettivo che unisce clienti, marchi ed aziende. Senza di fiducia questi legami si dissolverebbero rapidamente. Il Dr. Franco Oboni, esperto mondiale di risk management, commenta l’articolo e ci regala alcuni importanti spunti di riflessione.

Following this blogpost (http://customerthink.com/what-is-the-future-role-of-consumer-trust/) by Michael Lowenstein, customer trust “is the connective tissue that holds customers, brands, and enterprises together; and, without trust, these connections would quickly dissolve.” Over the last few years Riskope have spent a lot of R&D funds and efforts to study the relationship between public perception of risks (http://www.riskope.com/wp-content/uploads/2013/06/FINAL-Vienna-EGU_presentation_2014-05-08.pdf ), risk assessments and crises developments (http://www.riskope.com/wp-content/uploads/Can-We-Stop-Misrepresenting-Reality-to-the-Public.pdf ), coming to the same conclusions. Continua a leggere “La fiducia dei Clienti. Interessante disamina sul ruolo del “Customer Trust”” →

Perché usiamo le survey per misurare la loyalty?

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, ROI, NPS, VOC, KPIsLascia un commento

Nota Aicex: le survey sono diventate ormai di uso comune in tutti i business. Quali sono le metriche per misurare la fedeltà dei clienti? Perché si usano le survey invece di altri strumenti? 

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Customer loyalty is the leading indicator of business growth. As such, companies track objective measures of customer loyalty to help them monitor the health of the customer relationship. Some objective customer loyalty metrics are:

  • Customer retention/defection rates
  • New customer growth
  • Average revenue per user (ARPU)

Despite the existence of these (and other) objective metrics of customer loyalty, customer relationship surveys remain a frequently used way to assess customer loyalty. Measures of customer loyalty typically take the form of questions that ask the customer to indicate his or her likelihood of engaging in specific types of behaviors, those deemed important to the company/brand. For each objective loyalty metric above, we have a corresponding customer loyalty question:

  • How likely are you to switch providers in the next 12 months?
  • How likely are you to recommend <Company> to your friends/colleagues?
  • How likely are you to buy different/additional products from <Company>?

Continua a leggere “Perché usiamo le survey per misurare la loyalty?” →

L’IT è indispensabile per una buona CX ?

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

NOTA AICEX: La tecnologia aiuta le persone, ma sono le persone che fanno la differenza nella Customer Experience !

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Does Customer Experience require information technology?  Allow me to rephrase this question, is it necessary to purchase-configure-operate an arsenal of information technologies to improve the Customer Experience?

Which is my way of asking, if it is necessary to turn Customer Experience as a business philosophy and/or value proposition into CRM: an information technology?

It occurs to me that it is mistake to collapse information technology and Customer Experience together – to make the kind of mistake that was made with CRM.  I say that your organisation can impact-improve the Customer Experience in many ways that do not require information technology.   Where is my proof? Let’s start with my recent experience.

Why Didn’t I Buy From Two Well Known Retail Brands? Continua a leggere “L’IT è indispensabile per una buona CX ?” →

La Loyalty nel settore assicurativo. Il prezzo non basta!

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

In recent years, the consumer insurance market has changed out of all recognition. New channels such as the internet have transformed the landscape. Indeed, according to theFinancial Conduct Authority, almost half of all internet users have researched motor insurance on price comparison websites, with 4 out of 5 of them going on to buy policies through them.
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Customer loyalty is a thing of the past and this is impacting the insurer’s bottom line. Asreported by the Financial Times, in the last 19 consecutive years the UK motor insurance industry has failed to turn an underwriting profit. For every £1 earned through premiums, insurers are paying out £1.08 in claims and expenses.

Continua a leggere “La Loyalty nel settore assicurativo. Il prezzo non basta!” →