Category: CRM, Customer Service

McKinsey: come sviluppare la visione della customer experience

On By CXIn CRM, Customer Service, Customer Experience, ROI, NPS, VOC, KPIs

AICEX: In questo articolo si evidenziano due temi chiave per avere successo nelle iniziative di customer experience, individuare e gestire ciò che i clienti vogliono davvero (anche se talvolta non lo sanno con precisione), e coinvolgere i dipendenti, soprattutto quelli che con i clienti interagiscono direttamente. Nulla di nuovo sotto al sole, ma allora perché è così difficile avere davvero successo?

A successful customer experience strategy starts with an aspiration centered on what matters to customers and empowering frontline workers to deliver.

Almost every successful company recognizes that it is in the customer-experience business. Organizations committed to this principle are as diverse as the online retail giant Amazon; The Walt Disney Company, from its earliest days operating in a small California studio; and the US Air Force, which uses an exotic B2B-like interface to provide close air support for ground troops under fire. Conversely, companies that are not attuned to a customer-driven marketplace are remarkably easy to spot. Consider the traditional US taxi industry, which is facing significant new competition from the likes of Lyft and Uber. Customer-service standouts clearly understand that this is central to their success as businesses.

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3 cose da capire prima di personalizzare

On By CXIn CRM, Customer Service, Marketing, Loyalty
still thinking l'occitane

AICEX: Si fa presto a dire personalizzazione, ma alcune regole vanno seguite. La personalizzazione è strategia, non tattica. E’ necessaria un’adeguata gestione dei dati. Dobbiamo considerare il contesto nel quale opera il cliente. Un interessante articolo pubblicato da Econsultancy.

When we talk about personalisation we envisage delivering tailored, relevant communications to the right customer at the right time to provide a richer experience. In reality, many companies are still some way off from delivering on this.

The challenge for companies is that consumers have come to expect a more personalised experience from the companies they engage with. Brands such as Amazon, Netflix and Spotify, in particular, have raised the bar by delivering personalised experiences and recommendations to their customers, increasing customer expectations and putting pressure on other companies to do the same.

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McKinsey: Per la customer experience i concetti sono meglio delle idee

On By CXIn CRM, Customer Service, Customer Experience, Customer Journey, Marketing, Loyalty

AICEX: riproponiamo questo articolo di McKinsey che ci sembra ben riassunto in questa frase “la maggior parte delle aziende ha tante buone idee. Ma ha il problema di come renderle disponibili sul mercato.” Viene esposto un framework abbastanza interessante, che aiuta le aziende consolidate a trarre i benefici di approcci tipici delle start-up.

The concept sprint is a fast five-day process for cross-functional teams to brainstorm, define, and model new approaches to business issues. Here’s how it works.

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