Cosa il Marketing dovrebbe sapere sul Service Design
Autore: Gian Carlo Mocci
32 Modi per misurare la Customer Experience
- AICEX: una interessante panoramica che può dare diversi spunti. Aggiungiamo due KPI:
- 33th: https://www.forrester.com/CX-Index/-/E-MPL191
- 34th: http://www.bcg.com/expertise/institutes/center-customer-insight/proprietary-tools-brand-advocacy-index.aspx
There’s a lot to measure in the customer experience. There’s also many ways to collect the measurements.
While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience.
It includes a cross section of the four types of analytics data to collect, with an emphasis on collecting customer attitudes via surveys.
Attitudes & Affect
Customer Satisfaction: Survey your customers at key touchpoints using a simple Likert scale. Ask overall customer satisfaction (usually about the brand) and lower level satisfaction (usually specific to the touchpoint) such as the purchase or service experience. Include key attributes; for example, quality, speed, cost, and functionality.
Brand attitude: Measure affinity, association, and recall in a branding survey.
Loyalty: Use a repurchase matrix to measure the likelihood to repurchase and Net Promoter Score for likelihood to recommend.
Brand lift: Measure attitudes before and after participants are exposed to a stimulus.
Customer Attributes
Customer lifetime value: Not all customers are created equal (in terms of profitability at least!). Measure the revenue, frequency, and duration of purchases by customer and subtract the acquisition and maintenance cost by customer.
Who your customers are: Conduct a True Intent or Voice of Customer Survey (VoC) study by recruiting directly off your websites or emailing current customers and use a segmentation analysis.
Customer expectations: Ask expectations qualitatively in a usability study or quantitatively in a survey. Consider having an independent group rate expectations and another group rate the experience. Customers want to be consistent and will be affected by the memory of their expectation ratings; with two independent groups, you know you’re getting more accurate results.
The things customers do the most: Run a top tasks analysis by having a qualified sample pick their top five features in any website or application. This works really well and is easy to conduct.
What delights customers: Consider the Kano Method by asking customers how they’d feel if a feature was included and how they’d feel if it wasn’t included.
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Forbes: Le 10 Tecnologie Top per la Customer Experience
AICEX: Potremmo citarne anche altre ma queste sono comunque importanti
Louis Columbus , CONTRIBUTOR
Opinions expressed by Forbes Contributors are their own.
B2B organizations say Sales Force Automation is in their top ten technologies for customer experience.
Gartner found that worldwide, 95% of enterprises have used customer satisfaction surveys.
The smaller the company, the more Customer Service & Support, and Sales Force Automation are important.
Voice of the Customer, Business Process Management, Multichannel Customer Service and Master Data Management deliver the highest impact to customer experience.
These and other insights are from Gartner’s recent webinar The Top 10 Strategic Technologies for the Customer Experience (free opt-in, 57 min., slides 37 pp.). The webinar provides rankings and case studies of which technologies are most effective at improving the customer experience based on interviews with Chief Customer Officers. The top ten technologies that Chief Customer Officers say are the most important for enhancing customer experience include Customer Service and Support, Sales Force Automation, Voice of the Customer (including surveys), Content Management, Business Process Management, Customer Analytics (including modeling and insight), Security & Privacy Management, and e-Commerce.
Gartner next applied the three criteria of impact, frequency, and applicability of technologies to determine which of them have the most positive impact on customer experience. B2B organizations have Sales Force Automation in the top 10, yet B2C and B2B2C didn’t, which is why this category is omitted from the overall top ten list below. Voice of the Customer, Business Process Management, Multichannel Customer Service and Master Data Management deliver the greatest impact to customer experience. Case studies covered in the webinar include GE Healthcare, who is using real-time Voice of the Customer technologies to improve response times to negative customer experiences and attain higher levels of service recovery.
Gartner found that globally 95% of enterprises use customer satisfaction surveys. Chief Customer Officers interviewed in this study use customer satisfaction surveys 68% of the time, competitive benchmarks 35% of the time, and first-call resolution rates (33%) the third-most. It’s common for enterprises measuring customer experience to have 50 or more metrics of customer experience.
Based on this analysis, the top 10 technologies for customer experience are the following:
Voice of the Customer
Business Process Management
Multichannel Customer Service
Customer Analytics
Master Data Management
Content Management
Personalization
UX Design Tools and Platforms
Loyalty Management
Privacy Management
Top 10 Technologies For Customer Experience
SOURCE: http://flip.it/EcLHF
Forbes: 5 Must-Have Components of a Modern Customer Experience
AICEX: ci piace che il punto 3 esprima un concetto di Risk Management.
Blake Morgan , CONTRIBUTOR
Opinions expressed by Forbes Contributors are their own.
Companies coming out of the sharing economy are first to execute well on customer experience innovation. They simply move much faster than anyone else. These companies are moving the fastest to leverage tools such as mobile to bring amazing customer experiences. For example it was just announced you can hail an Uber through Facebook messenger. This is an example of the future of customer experience—channel agnostic interactions. That means regardless of channel the customer can get in touch with the company. Today this is not the case at any large company. There are agents hired specifically for one channel. In customer service today there are walls at every turn–there are walls for agents and walls for customers. There is no fluidity. Fluidity in customer experience puts you light years ahead of your competitors. It is the number one, no-brainer way to flood your gates with customers (in a good way).
There are a handful of tools and practices that will be of huge help as you shape the best possible customer experience you can.
Here are five of my must-have modern customer experience components.
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Associazione Italiana Customer Experience - AICEX 
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