Categoria: CRM, Customer Service

Forbes: Perchè e come Warby Parker sta aprendo negozi fisici

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Digital, Design, UX, Marketing, Loyalty

AICEX: Continuare a pensare al fisico e al digitale come a due competitor ha davvero poco senso. Per le signore le sneakers e le scarpe col tacco più che in competizione sono spesso complementari e sinergiche. Certo vanno sapute utilizzare nelle occasioni giuste e con le persone giuste, chiamasi time to market, personalizzazione, personal branding, posizionamento, etc…

The retail landscape is changing…again.

It’s well known that many “clicks and bricks” retailers are shifting focus away from the “bricks” and more toward the “clicks.” Some, like Kenneth Cole and Bebe, are eliminating physical stores entirely. Credit Suisse predicts that nearly 8,600 stores will close this year. As this shift toward e-commerce evolves, brands and retailers have been overlooking an important opportunity. When considering an omni-channel strategy, many have focused on e-commerce at the expense of the in-store experience, rather than optimizing each channel independently.

I believe that the physical store will always have a place in the omni-channel ecosystem and that retailers can optimize this revenue channel while still focusing on e-commerce. Yet the look, size and function of the store will have to change. Retailers and brands will have to “rightsize” their physical store footprint and adopt in-store mobile technology to become more effective to serve and satisfy customer needs to drive loyalty and repeat purchase.

Physical Stores Are Here To Stay

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Il Digitale non sostituirà mai il Fisico.

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Customer Neuroscience, Digital, Design, UX, Marketing, Loyalty

Dont-Be-Fooled-Digital-Will-Never-Replace-Physical-Colin-Shaw-Featured-Image

AICEX: Ancora oggi nessun sistema di Intelligenza Artificiale è in grado di provare Empatia e di agire con l’Intuizione. Il Digitale è la regola il Fisico è l’eccezione, con tutte le considerazioni del caso.

With online shopping, transactions and communication as prevalent – and as easy – as it is today, it can often be tempting to focus most of your Customer Experience efforts on getting your virtual presence right. When many of your customers will engage with you solely on a virtual platform, it can make sense to favor it. However, neglecting your brick-and-mortar experience can lead to inconsistent CX  and online backlash.

So where should you be focusing your CX? Online, or in-store? There’s a case for both.

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Personale, Emozionale, Tecnologica. Questa è l’esperienza che ci aspettiamo.

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, IoT, Data, Analytics
AICEX: In un mondo digitale che è diventato la regola le emozioni sono sempre una chiave molto forte, soprattutto nel mondo fisico, che sta diventando una eccezione.

When you ask people about their life-changing, ‘a-ha’ moments, you’ve probably noticed that they’re almost always emotion-based. The joy of finding out they will become a parent, the reflection after an argument when criticism sinks in, the surprise at having assumptions challenged – I could go on, but you see what I mean: in each case it’s emotion that makes a difference both in the moment and in your memory.

I don’t think that it’s any different when we interact with brands. You just have to look on Twitter to see the streams of frustration from unhappy customers, and on the flip side, tweets from brands that make customers feel their concerns were listened to.

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The Guardian: Ecco perché l’innovazione non è sempre la scelta migliore

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Customer Neuroscience, IoT, Data, Analytics, Marketing, Loyalty
Could employing staff on checkouts turn out to be a key point of difference for supermarkets? Photograph: Bloomberg via Getty Images

AICEX SUMMARY: “Consumers are reacting against the dehumanisation of experiences and increasingly will want to find a person on the other end of the line”. // “As we’re increasingly becoming more and more technology-obsessed, many business leaders have come to the false conclusion that technology should lead their brands”.

As study after study predicts huge swaths of jobs will be wiped out by automation in the coming decades, there’s one factor that might just throw a spanner in the works of the robot workforce takeover: the marketing power of brand human.

Just as Fair Trade and organic branding initiatives have convinced consumers to pay a higher price for products and services that might not be produced in the most coldly efficient way possible, businesses are realising the potential to carve out a niche in the face of growing disenchantment with the rise of the machines.

Marketers have identified a range of branding benefits to retaining human talent in the face of cheaper and more efficient automated alternatives – from the ethical glow of providing employment for communities to the customer relationship-building potential of human interaction.

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