Categoria: CRM, Customer Service

3 modi di perdere profitti scoperti con i Mystery Shopping

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Other, ROI, NPS, VOC, KPIsLascia un commento
AICEX: un articolo interessante sull’utilizzo del Mystery Shopping – 
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Increasingly, buyers of business or professional services expect more for less. Tough economic conditions, increased promiscuity and aggressive new market entrants with deep pockets and marketing savvy have permanently changed the rules of new client engagement.The following article draws on mystery shopping evidence from professional and business services providers which reveal three of the most common leaks in the new enquiry pipeline which are impacting enquiry conversions, profits and returns on marketing investment. For ease of reference, clients and customers will be referred to collectively as customers.
Profit leakage usually occurs following a mediocre or poor experience which causes a prospective customer to hesitate and/or go elsewhere. This can happen at any point of interaction in the new enquiry journey, from visiting the website, talking to the switchboard/call centre through to the initial consultation with an adviser.
The following evidence is drawn from mystery shopping the top 50 law firms (Consumer and SME- facing teams), the top 10 accountants (SME-facing teams), global B2B software providers (SME- facing teams) and major financial services providers (SME-facing teams).  Our mystery shoppers pose as credible business owners or buyers of serious personal injury across a variety of new enquiry scenarios, ranging from a referral from a friend or existing customer, to a website enquiry. Across all the above sectors, the three most common sources of profit leakage were as follows:

  1. Ineffective search functions and broken links on the website
  2. Lack of empathy from switchboard or call centre operatives
  3. Reluctance from advisers to show enthusiasm for working with the customer and/or agree a next step Continua a leggere “3 modi di perdere profitti scoperti con i Mystery Shopping” →

Customer Service: top trend

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

NOTA AICEX: rispolveriamo i top trend per il Customer Service nel 2014 proposti da Forrester. Sono ancora attuali?

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In the Age Of The Customer, executives don’t decide how customer-centric their companies are – customers. In an attempt to move the needle on customer service operations, in order to keep customers satisfied and loyal to your brand, these are the top trends that you should be paying attention to. You can get my full report here.

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Service design: alcuni case study

su da Gian Carlo Mocciin CRM, Customer Service, Digital, Design, UXLascia un commento

NOTA AICEX: il disegno del servizio mette al centro l’utente. Ma solo vedendo il processo end-to-end dal fornitore all’utente finale come un “service journey” ,si riesce ad avere un quadro accurato di ciò che il service design dovrebbe essere. Esploriamo alcuni case study.

In our daily lives we avail of services constantly. When we check our online bank with our mobile phone, deliver our children at kindergarten or school, or when we book a flight to our next holiday destination, we use a service. Often we do not think about our increased consumption of services – mostly we do it only when something goes wrong or when we’ve been pleasantly surprised.

Kforum 12A service journey in paper clippings.

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Twitter: è efficace nel customer service?

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

NOTA AICEX: sempre più aziende utilizzano Twitter come canale di erogazione del servizio clienti. E’ davvero così efficace come sembra?

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The ability of Twitter to reach so many people, so quickly, has made it an extremely powerful tool for consumers. In particular, it has provided them with a public form to shame companies who don’t live up to customer service expectations.

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