NOTA AICEX: c’è davvero un forte legame tra Customer Experience ed Employee Experience?
Image Credit: igor.stevanovic/Shutterstock
Autore: Gian Carlo Mocci
Come misurare la Loyalty?
AICEX: Misurare la customer loyalty non è sempre ovvio. Analizziamo le caratteristiche delle metriche di loyalty.
Developing measures of customer loyalty using survey questions is a scientific endeavor; these loyalty measures are typically customers’ self-reported likelihood of engaging in future loyalty behaviors. Because self-reported metrics are necessarily fraught with measurement error, I have argued for using psychometrics as a way of evaluating these “soft” metrics. Psychometrics helps you understand the reliability and validity of your loyalty metrics and needs to be considered whenever you are measuring customers’ attitudes/perceptions/opinions.
Quale è il valore dei dati CXM?
AICEX: il CXM può generare tanti dati, ma quale è il vero valore? –
Customer experience management (CEM) programs can generate a lot of data. The value of these data is based on their utility to improve the customer experience and the overall quality of the customer relationship. Companies, to be successful need to effectively organize and analyze these large data sets as well as disseminate resulting information to the employees (from senior management to front-line employees) who need insights to deliver a better customer experience. Understanding, aggregating and analyzing customer feedback data starts with a business model. Because of the nature of the data is customer-related, this business model needs to be customer-centric. This business model will help guide data analysis and will, ultimately, lead to business decisions that are customer-centric.
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Come comportarsi con i presunti esperti?
AICEX: eccovi alcune idee per proteggersi da presunti “esperti di marketing e social media” che invece sanno poco … –
As part of my business development strategy, I help business owners understand the WHY as well as the HOW behind their marketing, as I have seen, time and time again, many businesses hoodwinked by self-proclaimed marketing experts promising results from a carbon-copied set of tactics. As a business owner, I want my peers to know what questions to ask!
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