Autore: Gian Carlo Mocci

Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

NOTA AICEX: dopo aver discusso di come Steve Jobs “non ascoltava” i desideri dei suoi clienti, ecco una visione diametralmente opposta. I vostri clienti ne sanno molto più di voi.

Do you remember the first day you realized that your customers knew more than you, that they had expert knowledge that you lacked?

It was probably a humbling and, I hope, teachable moment (with you as the teachee), leading you to think about how to build a customer experience in our age of information.

Auto dealers have had these encounters for years with obsessive gearheads who come armed with stats beyond anything a salesman has time to research or rebut.

But now, for all of us in every field of commerce, the advent of Google and the transportability of Google via mobile phones has turned your garden variety customer into an expert. Simply through the power of the customer’s thumbs. And soon, with Google Glass, through the power of the customer’s augmented eyeballs.

To illustrate, let’s cast me as the customer, rather than as service provider or customer experience designer, for a moment. What follows is a true story. Only the names have been, you know.

One Saturday morning I found myself trekking to the guitar store uptown because I needed strings for a ‘‘Baby Taylor.’’ (A Baby Taylor is a more portable version of a standard acoustic guitar.)

The clerk, who was knowledgeable in an approximate sort of way, told me he thought that medium-gauge, full-length guitar strings would work well: just cut off the excess length as needed to make them fit the ‘‘baby.’’ I had a hunch that his answer might be incomplete, and I vaguely wondered why the clerk didn’t look in his system for Taylor’s ‘‘manufacturer’s stringing recommendation’’ before advising me. I didn’t wonder for long, though, before turning the issue over to my iPhone. With just a few thumb strokes—‘‘What kind of strings should I use on my Baby Taylor?’’—

I found an official, enthusiastically detailed description of which strings to use and why the decision matters: Continua a leggere “Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.” →

Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti

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

NOTA AICEX: Oramai le tecnologie Mobili sono talmente diffuse che incerti ambiti si potrebbero fare customer journey esclusivamente basate sui “Mobile  touch points”. Colossi come Starbucks hanno Dieci Milioni di Clienti che utilizzano le loro Mobile App. 

Globally, consumers will own more than six billion mobile phones by the end of 2014, and about two billion of them will be smartphones. With this penetration comes the mobile mind shift – the expectation to be able to access any information or service on the mobile device, in the moment of need.

What’s more, consumers reach for their mobile phones 100 to 200 times a day. In these mobile moments, they expect companies to understand their context and offer relevancy as well as both curated and streamlined experiences on mobile devices. They want to see if their children are home from school, buy coffee, access coupons, check in for a flight, check stock prices, use Skype to call Singapore, and play Candy Crush. Enterprises must learn how to, and then serve, customers in these mobile moments. Otherwise, they will lose – an entrepreneur like Uber’s Travis Kalanick will disrupt their business just like he did with taxis.

Mobile moments extend all of the way through the customer’s journey.

But while mobile has definitively become the most important digital platform for most companies to engage with their customers, too few enterprises have embraced this opportunity. Too many view the mobile phone as simply a smaller screen or another channel.

Only a few businesses, like Starbucks, have been able to curate and own mobile moments with their customers. More than 10 million customers engage with the coffee chain each week through its mobile payment app. Starbucks owns what we call Loyalty Mobile Moments. For them and others like Citibank, USAA, and United Airlines, they must strive to excel in those moments of truth. Continua a leggere “Essere vincenti nei ‘Mobile Moments’ dei tuoi Clienti” →

Alcuni validi esempi di come utilizzare i Big Data

su da Gian Carlo Mocciin OtherLascia un commento

NOTA AICEX: I Big Data sono come una medicina, perfetta a fronte di certi sintomi, ma non sono la panacea per tutti i mali.

IBM Watson

Big data is all the rage. Why? Harnessing the insights buried in the mountain of data to improve the experience for your customers is a huge opportunity.

Is it easy? No.

Is it worth it? Probably. But you won’t know by sitting on the sidelines.

The focus, from big data, is to not just meet customer expectations but to exceed them. What if your big data solution could communicate with customers in natural language? What if it could learn from customers with each interaction? What if your big data solution could engage with customers in ways they like? What if your solution could empower customers at the point of action?

This is not a pipe dream. This is happening now.

In the past two years, companies have internally grappled with this question of how to make big data and analytics relevant to the business, and how both can make payoffs on initial budgetary investments. In many cases, enterprises have seen big data and analytics pay off. Early successes have come in the form of summary dashboards that give C-level executives and middle managers instantaneous visibility on revenues, sales campaigns, and operational performance. But while companies have gotten their feet wet, vendors of big data and analytics also know that a new level of business relevance for analytics will soon be expected, and they are seizing the opportunity to deliver it. via IBM Watson: A shining example of how to take big data to the next level – TechRepublic. Continua a leggere “Alcuni validi esempi di come utilizzare i Big Data” →

Business Intelligence, Asset Management and Risk (Assessment) basato sul Decision Making. – Riskope

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: Facciamo tanti sforzi per aumentare il fatturato, aumentare i Clienti, aumentare gli utili, ma talvolta non facciamo nulla per gestire i rischi che in un solo giorno posso compromettere anni di lavoro.

Today, more than ever, planners and decision makers are held accountable for outcomes often appearing to be beyond their control, generated by decisions made by others, which were made in different times and socio-economic, industrial and legal environments.

Complex and interdependent systems are difficult to grasp and understand.

Business systems have become overwhelmingly complex and interdependent and it is often difficult to gain clear understanding of their elements and operating conditions. However, decision makers can take better decisions, justify them, defend their selections and positions only if they clearly understand their systems and can properly understand their 360-degrees risk environment.

ORE delivers a focused road map for mitigative investment & decision making. In the picture 2 elements significantly require more attention than the rest of the portfolio.

  • Example 1: how can a supplier decide to replace a specific machinery/vehicle in their factories/fleet if they do not know exactly where, how old, how many units they are talking about?
  • Example 2: how can an insurance company decide to move away from a certain type of coverage if they do not have a clear understanding of where that coverage is offered, to which amounts, etc…?

If examples 1,2 make you smile in disbelief, remember, they are real-life examples.

The architecture of hazard and risk registers is vital to ensure reasonable and reliable results of a risk assessment.

In the last two decades Riskope has honed the techniques necessary to model complex and interdependent business systems, compile well engineered hazard and risk register databases for each and every study, would it be a mining operation, a power generating system, a logistic network, commercial wharves, etc. Well before it became a ISO code (55000) and a buzz-word, we were preparing asset management reports for our clients, as subset of the overall 360-big-picture risk assessments. The complete procedure constitutes the core of ORE (Optimum Risk Estimates ©Riskope, also, of course, ISO 31000 principles compliant), the proprietary application that Riskope deploys for all clients requesting a holistic risk assessment and decision making support, world-wide.