Autore: Gian Carlo Mocci

Non rifiutate mai un cliente pagante

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

NOTA AICEX: Spesso e volentieri imprenditori e manager puntano maggiormente ad implementare progetti e prodotti che loro stessi prediligono piuttosto che ascoltare quello che davvero il cliente desidera avere e quindi comprare. L’esempio riportato nell’articolo è quello di Bill Gates e di Microsoft: ascolta, impara ed adattati.

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One of the biggest problems I see with new entrepreneurs is that they don’t know what a successful business is supposed to look like, and there’s a real tendency to do what sounds good, as opposed to what works in the real world.

The latest feel-good advice making the rounds is that you should be highly selective about the business you are willing to do and the clients you want to engage with. After all, if you’ve got to focus – and we can all agree that you do – why not focus on the kind of work you want to do and the kind of people you want to work with?

Seems to make sense, doesn’t it? It does … if you don’t mind living hand-to-mouth for the rest of your life.

In 30-plus years in the high-tech industry and beyond, I’ve never once seen that strategy work, but I have seen it fail dozens, if not hundreds, of times. More importantly, some of the world’s most famous entrepreneurs and companies would never have achieved a fraction of their success if they’d followed that ludicrous advice. And neither would any of the successful founders and companies I’ve worked with.

Related: How to Know When to Change Direction

I’ve got a story for you. You may have heard a popular spin on it before, but this is what really happened. Continua a leggere “Non rifiutate mai un cliente pagante” →

Customer Experience Rooms: cosa sono? Le aziende devono averle?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience4 commenti

NOTA AICEX: Le Customer Experience Rooms sono dei luoghi che consentono ai dipendenti di comprendere l’esperienza che vivono i propri Clienti. Sappiamo tutti che, nell’era del cliente, le aziende devono trasformarsi da prodotto-centriche a cliente-centriche. Facile a dirsi ma meno a farsi. L‘attuale stato della customer experience rispetto a quello che l’azienda vuole davvero realizzare. La customer “centricity” richiede innanzitutto il coinvolgimento di tutta la l’organizzazione e di tutti i dipendenti ed inoltre la comprensione del ruolo di ognuno nell’esperienza che ogni cliente vive. 

In the age of the customer, companies must transform their cultures from product-centric to customer-centric. But that is easier said than done. Customer centricity requires all employees to understand who their customers are, how customers perceive their interactions with the company, and the roles employees play in delivering the overall experience.  Customer experience (CX) rooms — immersive, interactive spaces that help employees better understand customers — have emerged as a powerful new tool for bring customers and their journeys to life for workforces. Done well, CX rooms inspire empathy and understanding among employees and help build customer-centric cultures.

In my recent report, Executive Q&A: Customer Experience Rooms, I answered some of the common questions related to creating a CX room to help companies decide whether they should build their own CX room.

Why do companies create CX rooms?

Firms create CX rooms to help employees understand the current customer experience their company delivers and to better understand the intended experience the company wants to deliver. The CX room that Ingrid Lindberg, chief customer experience officer at Prime Therapeutics, created at a previous employer demonstrated how complicated it was for customers to know which of the company’s many phone numbers they should call or which of the firm’s many websites they should visit.

How do CX rooms help improve customer centricity? Continua a leggere “Customer Experience Rooms: cosa sono? Le aziende devono averle?” →

La user experience sarà il nuovo elemento di differenziazione: quale sarà l’effetto su internet?

su da Gian Carlo Mocciin Digital, Design, UXLascia un commento
NOTA AICEX: il business richiede una user experience sempre più efficace e veloce. Come cambierà internet?

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The world of business is changing, as are the locations of the people who are driving that business. How companies reach new users and how they treat them once they do will be the defining business issue of the future. Those who deliver the best user experience to a global audience will win this race will change the internet as we know it.

Improvements to the customer experience come in many forms — it could be a new mobile app, it could be data-driven proactive outreach and troubleshooting, it could be cross-platform messaging. Whatever tactic you choose to improve the user experience, the bar will be set and the stakes will be raised for expectations.

How will this force change the internet? Continua a leggere “La user experience sarà il nuovo elemento di differenziazione: quale sarà l’effetto su internet?” →

9 consigli per incrementare il Customer Engagement

su da Gian Carlo Mocciin Customer ExperienceLascia un commento
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NOTA AICEX: torniamo  a parlare del Customer Engagement. In questo articolo si cerca non solo di comprendere come incrementarlo, ma anche di fare un po’ di chiarezza su un termine spesso abusato.

Customer engagement is a term that is tossed around frequently in marketing circles. I am finding out that even though many of us are using it in daily conversation, there is an element of confusion. This phrase has become more buzz-term friendly than user friendly. Let’s clear up the confusion, shall we?

The goal of this article is to not provide a comprehensive guideline to create customer engagement. However, it will provide some simple basics that will jumpstart your thought process and point you in the right direction to increase your customer engagement.

1• Provide A Clear Customer Path: Think about where your brand is coming in contact with the customer. Consider how this is happening as well as all the touch points along the customer path. Keep in mind, there many be channel hops and places where the brand is not displaying your message consistently along the path. Many times this causes the customer to click away from your brand.

2• Clear Message Delivery And User-Friendly UX: The brand message delivery is derived from your campaign goals and key messages. Also, the user experience must be easy for the customer to assimilate the information and navigate through the customer path; even crossing digital channels (Email – Videos – Web Ads – Social – Landing pages).

3• What Do I Want The Customer To Do Next? Ask yourself this question on each and every channel (Email – Videos – Web Ads – Social – Landing pages). It’s critical to think about this because it helps determine your call to action (CTA). It also forces you to think through critical touch points and channel hops. Continua a leggere “9 consigli per incrementare il Customer Engagement” →