Autore: Gian Carlo Mocci

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” →

Il mito dei clienti “empowered”

su da Gian Carlo Mocciin Customer Experience, Customer NeuroscienceLascia un commento

NOTA AICEX: siamo nell’era del cliente “Empowered”. Le aziende si lasciano condizionare da quello che dicono i loro clienti? Oppure, come faceva Steve Jobs, non li ascoltano perché troppo poco convinti di ciò che davvero vogliono?

We are supposed to be in the Age of the Empowered Consumer — because the all-powerful consumer is in the driver’s seat. The consumer has unlimited information literally at her fingertips anytime, anywhere – for almost no cost. The almighty consumer will know it all, heck there will even be corporate Edward Snowden-style leaks to further inform the customer. On top of that, the barrier of switching providers is so low that the empowered consumer will ditch your service at the slightest sign of a bad experience. Not only will they defect, they also have a huge megaphone to broadcast your dirty laundry to the world and bring you to your knees. For self-preservation sake, every organization will be so scared that they will be forced to treat customers better.  There will be ongoing one-upmanship in the customer experience space, with everyone trying to “out-experience” the others, all to avoid mass exodus of the empowered consumer.iStock_000026964040XXLarge

Continua a leggere “Il mito dei clienti “empowered”” →

Perché Steve Jobs non ascoltava i suoi clienti ?

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

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

—Steve Jobs

This quote became legendary as one of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered by so many because of the bold implications that Jobs makes about customer feedback.

Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree with Steve Jobs’ sentiments.

Today we are going to look at a few split opinions on the quote, comparing the merits of focusing on internal innovation versus the insights to be gained from customer feedback. Continua a leggere “Perché Steve Jobs non ascoltava i suoi clienti ?” →

McKinsey : le 7 regole per avere successo (per le aziende)

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: Dopo i “7 habits for highly effective people” che Stephen Covey scrisse nel 1989, recentemente McKinsey ha replicato con i “7 habits for highly effective digital enterprises”. Il mondo digitale ci sta “travolgendo” e comprendere come le aziende si stiano trasformando nell’era digitale diventa un argomento di sicuro interesse. Uno degli aspetti più rilevanti, non poteva che essere la Customer Experience.

McKinsey & Company published a short article a couple of weeks ago that is long on leadership and organizational insight. “The seven habits of highly effective digital enterprises” by ’Tunde Olanrewaju, Kate Smaje and Paul Willmott is worth a read, with observations and examples about how companies are successfully transforming themselves in the digital age. What struck me is that nearly every one of the seven habits applies to all aspects of business, whether you’re digitally engaged or not.

In fact, I think if you just delete the word “digital” from the title, you’d have a good template for organizational success. So here are the seven habits. See how many of these you are doing.

  1. Be unreasonably aspirational. “Being ‘unreasonable’ is a way to jar an organization into seeing digital as a business that creates value, not as a channel that drives activities,” say the authors. Bean Samples The Ocean of StormsAs I considered the examples given—Burberry and Netflix—I couldn’t help but think of Jim Collins and Jerry Porras’ Built to Last: Successful Habits of Visionary Companies. The companies that are able to envision a future are the ones that succeed. They aspire to become or create something that may not even exist or be achievable—at least not by current thinking. As the article notes, Netflix was a successful renter of DVDs, but it aspired to become a leader in a technology that was only in its infancy—streaming video. At the end of last year, NetFlix had 40 million streaming subscribers. Not bad for a bunch of dreamers. Continua a leggere “McKinsey : le 7 regole per avere successo (per le aziende)” →