Autore: Gian Carlo Mocci

Emotional Experience: qualche idea per la retail CX

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

Nota AICEX: sembra che le persone siano più “emozionali” se sottoposte a luci chiare e luminose.  Vediamone l’influenza sulla retail Customer Experience.

According to a recent study published in the Journal of Consumer Psychology, people are more emotional under bright lights. So depending on what you are going for in your retail customer experience, a rational decision or an emotional one, you need to adjust your lighting to evoke the right response and deliver a better experience.

According to MedicalNewsToday.com, The findings were the result of six different studies performed in different lighting conditions. Participants were asked about different things, attractiveness of people, the taste or spiciness of foods, or the aggressiveness of a fictional character. Then researchers analyzed their responses based on the lighting level. They found that in all cases, positive or negative, emotions were more intense under bright lights.

Researchers believe this is because light is perceived as heat and heat triggers emotions. This perception, however, is hardly of the conscious mind. It is instead a product of the subconscious mind.

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Non puoi automatizzare un servizio eccellente

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

E’ possibile togliere del tutto il contatto umano ed automatizzare tutti i servizi?

I am a great fan of online banking. It is convenient, simple and gives me control to do my banking without the need to visit a bank branch. It works for nearly 90% of all of the banking activity. There are rare times that it is necessary to visit my branch to complete a transaction. These are the times when I need to have a one to one interaction with a real person.

I was interested to read the story in a recent issue of the  Galway City Tribune about Bank of Ireland’s latest innovation at their Mainguard Street branch.  (http://connachttribune.ie/city-bank-become-cashless-branch/ ). The ground floor of this branch will become in the bank’s language “a digital branch” with all of the transactions digitised. Their statement that all of the familiar faces will be available upstairs to deliver business as usual fails to mention that lodging or withdrawing cash is no longer one of the services available. To lodge or withdraw you need to go to a different bank branch.

BOI Mainguard St crop

 

My own bank has adopted a different approach. The branch remains open until 5pm as heretofore but closes the counter services at 3pm. This is done by pulling down a counter blind with a message telling customers that the counter is closed and that they must use the machines only. This bank is currently running an advertising campaign with the tag line “back to basics”.

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La sfida del Customer Lifetime Value

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIsLascia un commento

Nota Aicex: l’era digitale multi canale porta spesso i brand a non calcolare correttamente il Customer Lifetime Value. Vediamo perché.

What is hampering your ability to increase customer lifetime value

Working in silos and managing multichannel are stopping brands from realising the full value of a customer over time.

The multichannel digital age and the siloed nature of organisations are hindering brands and companies from calculating one of the key measures of success – the lifetime value of a customer.

Customer lifetime value (CLV) is the total worth of a customer to a business over the entirety of the relationship. But with the various ways that consumers can engage with brands, from social media to call centres, the barriers to measuring and acting on that value are proving a challenge.

Cosa serve fare per conoscere i propri clienti?

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

NOTA AICEX:  vivere le relazioni con i propri clienti è diventato un elemento imprescindibile per le aziende che vogliono competere in modo efficace. Il consiglio migliore per viverle al meglio? Mettersi nei panni dei clienti e comprenderne a fondo le esperienze.

 

This is long conversation and likely to be of interest to those of you who have experienced the limitations of knowledge as it is commonly understood. It may also be of interest to you if you glimpsed the radical difference between knowing and knowing about. If this is not you, then please go do something else.

How Useful Is The Knowledge Gained Through Market Research?

There is a huge industry that caters to the needs of business folks (often those in the marketing function) to know their customers or their target audience/market. I am speaking of the market research industry: qualitative (focus groups etc), quantitative (surveys), and a mix of each. In recent years, a new breed of player has entered this industry: the Voice of the Customer industry with its many technology solutions providers focussed almost exclusively on feedback through surveys. How useful is this research? What are its limits? What can you really know about your customer/s through this kind of knowing?

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