Categoria: CRM, Customer Service

Cosa serve fare per conoscere i propri clienti?

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

NOTA AICEX:  vivere le relazioni con i propri clienti è diventato un elemento imprescindibile per le aziende che vogliono competere in modo efficace. Il consiglio migliore per viverle al meglio? Mettersi nei panni dei clienti e comprenderne a fondo le esperienze.

 

This is long conversation and likely to be of interest to those of you who have experienced the limitations of knowledge as it is commonly understood. It may also be of interest to you if you glimpsed the radical difference between knowing and knowing about. If this is not you, then please go do something else.

How Useful Is The Knowledge Gained Through Market Research?

There is a huge industry that caters to the needs of business folks (often those in the marketing function) to know their customers or their target audience/market. I am speaking of the market research industry: qualitative (focus groups etc), quantitative (surveys), and a mix of each. In recent years, a new breed of player has entered this industry: the Voice of the Customer industry with its many technology solutions providers focussed almost exclusively on feedback through surveys. How useful is this research? What are its limits? What can you really know about your customer/s through this kind of knowing?

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Come misurare al meglio la felicità dei clienti

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

NOTA AICEX: l’indicatore NPS è ampiamente utilizzato da tante aziende per misurare la soddisfazione dei loro clienti. Ci ricordiamo ancora i vecchi metodi? 

Customer service was simpler in the era before big box chains and online shopping. Back then, to delight his clients, a business owner simply needed to offer fair prices, convenient hours and honest advice. To really make an impression, he might deliver a customer’s purchases to his home or ask the shopper about her children. He probably knew most of the families he served.

Best of all, business owners had an excellent, instant measure of success: A customer’s smiling face.

Many transactions today involve very little human contact. Consumers can buy just about anything they want on their phones (after browsing online reviews and price comparison sites first, of course) while waiting in line for their morning coffee. And if a customer doesn’t like her latte, she may just dash off a complaint to the store’s Twitter feed instead of telling the barista. Or when shopping, if she’s not sure how a dress fits, rather than seeking honest advice from a sales clerk, she might post a photo on Instagram to get input from her friends.

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Compagnie aeree: come sfruttare al meglio i Big Data per migliorare l’esperienza

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

Delta Air Lines in-flight experience

Big Data is something we hear a lot about in the travel sector. As airlines face increasing pressure from travellers to improve the standards of air travel and create a more personal experience, while at the same time being tasked with finding new ways of generating revenue, Big Data is widely seen as an ideal solution to help deliver on all fronts.

The actual concept of Big Data ­– essentially taking a large amount of disparate, structured and unstructured data from various sources and turning it into something of real value – is now generally well understood, but working out how best to apply it to an operational airline is perhaps not quite as straightforward.

“Airlines are really starting to believe in Big Data and its benefits,” said Dermot O’Connor, Co-Founder & Vice President Engineering at Boxever, a company dedicated to helping the travel sector make the most of the masses of data it has access to. The key, he said, is “to understand the customer and to get a single view of them” by making use of existing data from a variety of channels, including things like web, mobile, apps and kiosks. “Lots of airlines and travel companies have disparate data across four or five databases,” he explained, so the benefit lies in bringing this together to help build a more detailed, individual profile of each passenger.

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Come dire “no” senza perdere un cliente?

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

NOTA AICEX: trattare i clienti è decisamente un’arte. Come fare a dir loro “no” senza mettere a rischio la relazione?

I’ve been self-employed for more than 30 years. Most of that time, I’ve been busy, but not always. Twice in the past five years, I’ve lost half my income abruptly, once when two websites I worked for both shut down on the same day, once when I quit a client I just couldn’t stand anymore. At times like these, I’ve had to scramble to replace that business and keep the bills paid. Maybe that’s why I have an almost superstitious reluctance to turn away customers.

But sometimes it isn’t optional. The past few months, for whatever reason, I’ve been offered more business than I can handle. It’s a conundrum that every solopreneur and very small business has to solve some time or other. You must say no to a valuable customer or risk becoming overloaded and ineffective. But like a squirrel burying nuts for winter, you want to save that customer for later. Is that possible?

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