Categoria: CRM, Customer Service

Come creare una migliore shopping experience

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

better-customer-service-climbing-ladder

NOTA AICEX: comprendere le esigenze ed il comportamento dei propri clienti è alla base per migliorare la loro shopping experience. Analizziamo insieme i tre fattori chiave.

Learning the needs of your customer, monitoring their behavior and rewarding them for loyalty allows retailers to create a better shopping experience by effectively leveraging consumer data would seem to be basic business logic. However, not everyone is as logical as you! In a world of increasing parity, the key thing that you can do to differentiate yourself is service and experience.

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IKEA e l’esperienza di acquisto divertente

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey2 commenti

ikea

5 Ways Ikea Makes Furniture Shopping A Fun Experience
April 2, 2015 Thomas Geier branding, customer experience, , , , , ,

Perhaps not everybody, but a noteworthy amount of people would consider going to Ikea as a legitimate idea for a cute date or a fun day activity with family. How did this emerge? It’s furniture shopping! Arguing over what bedframe to buy is not usually a top recommendation for a romantic evening. But Ikea is special because it is more than a furniture warehouse. It is a well-oiled machine that understands consumer behavior remarkably well and is designed to deliver a quality experience for the customer. Personally, I am one of those individuals who would go to Ikea for fun, and I have made some observations about why the experience is so desirable for me.

1) Ikea plays on the excitement of personalization

If you can, remember back to when you first got your own space to decorate as you please. Think back to your first room. Your first college residence. Your first apartment. Your first office. Your first house. For many, this is a very exciting time because you can make the space your own and manifest yourself into a larger area. Ikea knows this and designs the shopping experience around it. Ikea’s show rooms display wonderful possibilities and opportunities for interior spaces. You can sit in and cherry pick from your options, creating your dream home in your mind. I can attest to the excitement of both planning an ideal residence for ones-self or with a significant other. Perhaps I just got lucky on the compatibility.

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5 cose che puoi fare già oggi per aumentare la Loyalty

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

5 Small Changes in Corporate Behaviour That Could Inspire Greater Customer Loyalty

Posted on April 16, 2015 by

Customer loyalty goes far beyond collecting points on a loyalty card. Today customers intuitively consider their entire experience with your brand and products, from before their purchase or service commitment, during the payment process and crucially, when requiring any follow-up care.

That entire lifecycle demands a consistently good experience and has becomefar more important in the minds of customers than BOGOF, points and prizes. There is hardly a brand today that wouldn’t agree. But still some fail to see that a very small change in their behaviour – perhaps just guiding the customer a little more – could create far greater loyalty.

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Il clienti valgono piú del brand?

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

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AICEX:  Interessante punto di vista per capire come bilanciare gli investimenti sul brand con quelli sui Clienti – 

The value of “brand” is declining. The value of “customer relationships” is increasing.

That chart above is from here, and here’s the methodology behind it:

To find out which school of thought is more accurate, we looked at the value of brands and customer relationships as revealed by M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013. The beauty of M&A for examining valuation trends is that M&As reveal the dollar valuations of all assets at the time of the acquisition. Upon acquiring a business, companies have to value the different assets they acquired for their accounts and balance sheet in accordance with accounting and reporting standards. These valuations include – among other assets – brands (trademarks) and customer relationships.

This graph, based on data from the MARKABLES database, represents brand and customer relationship valuations as a percent of total enterprise value. The percentages come from fair value assessments done by purchase price allocation experts according to established accounting standards.

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