Autore: Gian Carlo Mocci

I tuoi clienti possono costruirsi da soli la loro esperienza?

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

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NOTA AICEX: sempre più spesso i clienti sono coinvolti dalle aziende nel disegno della Customer Experience. Del resto, chi meglio di loro può conoscerla? – 

More and more, in my consulting work with companies and brands, we end up co-creating customer service and customer experience solutions together with the company’s actual customers.  While co-creation is no substitute for improving the customer service provided directly by your staff, nor for innovative leadership efforts to improve the customer experience, it has a value that is growing quickly and should not be overlooked.

Even, as we’ll see below, in creating better solutions for adults suffering from incontinence.

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3 modi di perdere profitti scoperti con i Mystery Shopping

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Other, ROI, NPS, VOC, KPIsLascia un commento
AICEX: un articolo interessante sull’utilizzo del Mystery Shopping – 
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Increasingly, buyers of business or professional services expect more for less. Tough economic conditions, increased promiscuity and aggressive new market entrants with deep pockets and marketing savvy have permanently changed the rules of new client engagement.The following article draws on mystery shopping evidence from professional and business services providers which reveal three of the most common leaks in the new enquiry pipeline which are impacting enquiry conversions, profits and returns on marketing investment. For ease of reference, clients and customers will be referred to collectively as customers.
Profit leakage usually occurs following a mediocre or poor experience which causes a prospective customer to hesitate and/or go elsewhere. This can happen at any point of interaction in the new enquiry journey, from visiting the website, talking to the switchboard/call centre through to the initial consultation with an adviser.
The following evidence is drawn from mystery shopping the top 50 law firms (Consumer and SME- facing teams), the top 10 accountants (SME-facing teams), global B2B software providers (SME- facing teams) and major financial services providers (SME-facing teams).  Our mystery shoppers pose as credible business owners or buyers of serious personal injury across a variety of new enquiry scenarios, ranging from a referral from a friend or existing customer, to a website enquiry. Across all the above sectors, the three most common sources of profit leakage were as follows:

  1. Ineffective search functions and broken links on the website
  2. Lack of empathy from switchboard or call centre operatives
  3. Reluctance from advisers to show enthusiasm for working with the customer and/or agree a next step Continua a leggere “3 modi di perdere profitti scoperti con i Mystery Shopping” →

AICEX all’ Ultimate Customer Experience Conference

su da Gian Carlo Mocciin OtherLascia un commento

CXRoma

Grande successo ieri a Roma all’Evento organizzato da Oracle con la Sponsorship di Accenture e al quale AICEX ha contribuito con un intervento del Presidente Ing. Gian Carlo Mocci

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Il Text Mining riduce i costi delle ricerche di mercato?

su da Gian Carlo Mocciin ROI, NPS, VOC, KPIsLascia un commento

You don’t need to spend more on market research, you just need to listen better: How text analytics helps you tune into what your customers are already telling you.

NOTA AICEX: L’informazione destrutturata sta aprendo enormi prospettive nel mondo dell’analisi dei dati e questo impatta anche gli aspetti di analisi della Voice of Customers e del Customer Feedback Management.

How text analytics helps you tune into what your customers are already telling you.

Mining the structured data in your research will tell you what your customers did, but text analytics and a little linguistics experience will tell you what your customers actually thought.

The last 20 years belonged to the Marketing Director who understood people. The next 20 will belong to the Customer Experience Director who understands data.

Surveys using structured data, those tick boxes you’ve been asking your customers to fill in for so long, will always be good for telling you what happened. But they won’t tell you why it happened.

Wrapped up in unstructured data – those ‘free text’ sources, such as customer emails and contact centre transcripts or the last question on the CSat survey where you let customers tell you in their own words what they thought of you – are the customers’ answers to questions they wished you’d asked. Given freedom to speak their minds, customers do … revealing the thoughts behind their actions.

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