Categoria: CRM, Customer Service

CX Technology e CX Management

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Digital, Design, UX, Marketing, Loyalty, ROI, NPS, VOC, KPIsLascia un commento

customer experience technology

 

 

 

 

 

 

 

 

AICEX: La Tecnologia è “solo” uno strumento per le attività di Customer Experience Management. E come tutti gli strumenti lo si deve utilizzare al meglio.

You’re a customer, so you’re a perfect judge of logic when it comes to the ways companies are trying to get ahead with customers. First of all, let’s face it: when you buy something you want it to be easy to get, function flawlessly, and allow you to move forward in your life or business. That encapsulates what customer experience management is all about: companies that can make it easier and nicer to get what you need in life/business are the companies you’ll say good things about and come back to. If you agree that this is your outlook on being a customer, then we’ve got a good foundation for properly defining the role of technology in customer experience management (CEM).

CRM – Customer Relationship Management

As a customer you hope you don’t have to repeat your story every time you interact with a company. Just like in personal relationships, you expect to be valuable enough to the other party that they remember what you did together before, so that they might anticipate what would be appropriate going forward.

CEM Lessons:

  • CRM as a technology is a tool to nurture relationships that anticipate what a customer would appreciate, in the right way, at the right time. (Not a self-serving tool to push unwanted stuff with contrived urgency, essentially eroding rather than nurturing the customer relationship.)
  • Use Marketing Automation and Sales Intelligence tools to prompt proactive outreach to customers in ways they’ll view as valuable to them at the right time in the right way.
  • Use a Customer Data Warehouse to integrate all the sources of information about a customer and to create a real-time single view of the customer that’s accessible to back-office as well as front-line professionals who play a role in managing the customer relationship.
  • Use all these tools to involve other functional areas across the company in gaining an accurate picture of customers’ needs, so that they can make sure their processes, policies, and handoffs help strengthen customer relationships.

Continua a leggere “CX Technology e CX Management” →

Come migliorare la CX nell’Automotive

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, LoyaltyLascia un commento

AICEX: il settore Automotive dovrà cambiare, che lo voglia o meno. Oltre alle evoluzioni inside-out ci saranno anche quelle outside-in ad esempio a seguito di acquisizioni in settori affini. Già il titolo originale di questo Post dice molto: “3 Innovative Ways to Improve Your Dealership’s Customer Experience: Can I Have a Pedicure With My Oil Change Please?” 

Car manufacturers and dealers have historically focused on product quality and the driving experience to acquire new customers and encourage brand loyalty. However, product quality is improving dramatically and is losing value as a key brand differentiator. According to a report by Medallia, “Over a ten-year period, from 2003 through 2012, reliability has improved so much that the top 20% of models available in 2003 would fall to the bottom 20% in 2012.”

In regards to the driving experience, new car models are sporting all sorts of new features to improve the driving experience. According to a 2015 study by Nielsen, vehicle to driver communication is the most popular feature for connected drivers. Other popular features include voice activated controls, internet-enabled navigation, personal assistant service, vehicle internet connectivity, and vehicle mobile applications.

As more and more vehicles tout a range of exciting features, better safety, and the next best thing in car design, manufacturers and dealers will need to compete on a different sphere – the customer experience.

The customer experience is increasingly becoming an important factor as consumers choose between brands. According to a study by Walker, the customer experience is so important that by 2020, it is expected to overtake price and product as the key competitive differentiator.

Here are three innovative ways to improve the customer experience for your customers and prospects:

Continua a leggere “Come migliorare la CX nell’Automotive” →

Multichannel vs Omnichannel Marketing

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, LoyaltyLascia un commento

Screen-Shot-2014-03-13-at-3.09.44-PM

 

 

 

 

 

 

 

 

AICEX: Il discorso fila bene in ambito Digital, ma quando parliamo di interazioni fisiche il discorso è meno immediato.

posted in Customer Journey, Digital, Marketing by

Under the impact of digital advancements and technological opportunities, consumer decision-making journey has been rapidly changed towards higher level of complexity and cross-channel options. During recent years, while researchers have still been trying to map and explain multi-channel journey (Wolny and Charoensuksai, 2014), relatively new term “omni-channel” has appeared with the support of latest technology and widely discussed in marketing practitioners around the world (Rigby, 2011; Fluss, 2014). Both terms lead to corresponding marketing approaches of multi-channel and omni-channel marketing. In an effort to understand the difference between these approaches, I started wondering whether it is necessary for marketers to separate two terms anymore in the context of constantly evolving technology because multi-channel marketing will soon disappear and be completely replaced by the more valuable omni-channel marketing.

Continua a leggere “Multichannel vs Omnichannel Marketing” →

Apple riduce le distanze tra il servizio online e quello in-store

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Digital, Design, UX, OtherLascia un commento

AICEX: riportiamo un post di qualche tempo fa ma sempre molto attuale

SOURCE: http://9to5mac.com/2014/11/07/apple-blurs-lines-between-online-and-retail-stores-with-revamped-product-support-service/

With new Senior Vice President of Retail Angela Ahrendts in charge of operations, Apple is further blurring the lines between its online and physical retail store services. We reported earlier this year on Ahrendts’s plans to more seamlessly integrate both paths of Apple retail, and now the Cupertino-based company is rolling out a revamped Genius Bar and product support reservation system.

Continua a leggere “Apple riduce le distanze tra il servizio online e quello in-store” →