Categoria: CRM, Customer Service

Forrester: I grandi marchi deludono i clienti italiani

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

NOTA AICEX: una recente ricerca di Forrester Research ha misurato come una serie di aziende italiane soddisfino i loro clienti. I risultati sono molto interessanti.

Secondo uno studio di Forrester Research, nessun marchio italiano raggiunge la sufficienza quando si tratta di soddisfare i propri clienti. La peggiore azienda è Mediaset, seguita da BancoPosta, Unicredit, Tim, 3Italia, Alitalia, Fastweb e altre, tutte giudicate “molto scarse”

È con Mediaset che gli italiani hanno la peggiore esperienza come clienti, ma se la passano male anche con le banche e gli operatori telefonici (Tim soprattutto). Risulta da un sondaggio recente di Forrester Research, un noto osservatorio americano indipendente. Gli analisti hanno scoperto con un sondaggio fatto su 16mila utenti, che gli italiani sono i consumatori più sfortunati in Europa (considerando gli otto principali Paesi). Sono quelli infatti che lamentano il peggiore trattamento come clienti alle prese con noti marchi. Il sondaggio ha chiesto di valutare quanto è stato gradevole, facile ed efficace relazionarsi con una trentina di aziende, dando un voto da 0 a 100.

Nel “The Customer Experience Index, Italy 2014” di Forrester l’azienda peggiore è stata Mediaset, con un punteggio di 39, laddove Forrester Research considera insoddisfacenti tutti quelli inferiori a 70. Poco sopra, in classifica, troviamo BancoPosta (40), Unicredit (41), Tim (41), 3 Italia (42), Alitalia (43),Fastweb (44) Sky (46), Intesa San Paolo (la migliore tra le banche, con 46), Vodafone (46). Male anche Ryanair (49), che pure negli ultimi mesi ha migliorato il sito e alcune condizioni di imbarco per venire incontro alle numerose lamentele. Unipol e Groupalia (sito di coupon online) sono a 50. A 54 c’è Infostrada,”risultato l’operatore migliore, per gradimento clienti, sotto vari aspetti”, si legge nel rapporto.
migliori

Continua a leggere “Forrester: I grandi marchi deludono i clienti italiani” →

Utilizzare i “Little Data” in 4 passi

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

NOTA AICEX: Talvolta sarebbe più utile utilizzare in maniera adeguata le informazioni che già si possiedono senza impiegare tempo e danaro per cercarne di nuove.

June 23, 2014 | by Bryan Pearson

When it comes to data insights, marketers tend to underestimate the power of little. They should not be fooled. Like small faults, little findings can result in seismic shifts.

This was pointedly argued in an article about the virtues of little data, written by David Meer for “Strategy + Business.” One sentence leapt from the page as I read his piece:

A paradigm shift — away from management based on gut feelings and toward data-driven decision making — is already under way, and accelerating.

This is an important line. Many organizations have gotten got caught up in thinking that Big Data — with high velocity, volume or variability — is a requirement when in truth they are already sitting on a wealth of potential in the data they have. If they shift their focus to finding new ways to use what they have, such as applying a customer perspective to the information, they can generate fresh insights and management options.

Meer offered three steps that companies should follow to extract meaning from their little data. I would add one more step, and suggest that big companies, as well as small, would benefit from them all. Here they are, with an added loyalty spin:

Be more fact-based: Organizations should think about what information is available to gain reliable insights into the business. Even better, data analysis, when it relies on insights collected through a loyalty program, can yield even broader opportunities. Extending customer insights by using the data from a merchant-branded loyalty program that is tied to a credit card, for example, not only gathers information from activities with that brand, but also activities with its competitors. In cases where such information is not available, organizations should apply the facts at hand in their decision making. This will lead to the next step.

Learn by doing: “Since little data applications are not commercially available via third parties, companies have to use trial and error,” Meer wrote. The loyalty publishing company COLLOQUY likes to refer to the importance of “quick wins” that come with data trialing, and how the returns in intelligence and business can be leveraged in the following years. Importantly, such small successes will inspire incremental management support.

Be creative: Do not underestimate the feedback that comes from employees. In-store observations, online surveys and call-center conversations all can reveal much about customers, Meer wrote. Organizations can even offer incentives to those who provide feedback, further enhancing their brand value while also obtaining valuable information from natural interactions with their customers. Affordable technology, such as cloud backup services, can ensure customer information is securely stored and available for staff.

Lastly, my own added step:

Think like your customer: Marketers spend a lot of time gathering data on who buys a product, when and under what circumstances, but how often are they thinking like that end consumer, the Millennial starting a new job or a recent mother? In order to successfully analyze the data, organizations should get to the underlying motivations and aspirations of their customers. After all, the context of the information is as important as the data they are using as the basis for “little data” experiments. Additionally, because the data can deliver sterilized results, marketers might consider introducing variables, such as a spilled coffee or screaming baby.

All of these unanticipated events, however small, can alter the brand experience. It might not feel seismic, but the power of even a little knowledge can redirect a company onto a more profitable course.

(Photo by JD Hancock.)

Source http://www.retailcustomerexperience.com/blogs/big-wins-with-little-data-in-four-steps/?utm_source=NetWorld%20Alliance&utm_medium=email&utm_campaign=EMNARCE06302014

AICEX Associazione Italiana Customer Experience

Perché avete bisogno di ambasciatori del brand

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

Nota Aicex: avere degli ambasciatori può aiutare un brand? Certamente si tratta di una buona di fonte di passaparola, specie sui social media.

I’m excited to have Adam Ulivi, an Internet Marketing Specialist with Tari Digital guest post today on the topic of developing your brand through brand evangelists. Brand evangelists can be a figure within your organization, like a Steve Jobs at Apple, or a Mark Zuckerberg at Facebook.

Brand evangelists can be community members, like customers, partners, or service providers who provide an authentic, human voice that extols the virtues of your brand, service, or product. In the end, brand evangelists are a key component of one of the best sources of advertising, word-of-mouth, or in today’s digital age, word-of-keyboard.

Brand Evangelists are Free Marketing Sources

There was a time when a marketing campaign consisted of producing a mass media commercial and telling the audience that the product was the best at what it did. This evolved into a more subtle, physiological approach of showing how the product would benefit you and your basic desires, to become (or at least appear) wealthier, healthier, sexier, happier and efficientier (OK, the last one isn’t a real word). Continua a leggere “Perché avete bisogno di ambasciatori del brand” →

Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.

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

NOTA AICEX: dopo aver discusso di come Steve Jobs “non ascoltava” i desideri dei suoi clienti, ecco una visione diametralmente opposta. I vostri clienti ne sanno molto più di voi.

Do you remember the first day you realized that your customers knew more than you, that they had expert knowledge that you lacked?

It was probably a humbling and, I hope, teachable moment (with you as the teachee), leading you to think about how to build a customer experience in our age of information.

Auto dealers have had these encounters for years with obsessive gearheads who come armed with stats beyond anything a salesman has time to research or rebut.

But now, for all of us in every field of commerce, the advent of Google and the transportability of Google via mobile phones has turned your garden variety customer into an expert. Simply through the power of the customer’s thumbs. And soon, with Google Glass, through the power of the customer’s augmented eyeballs.

To illustrate, let’s cast me as the customer, rather than as service provider or customer experience designer, for a moment. What follows is a true story. Only the names have been, you know.

One Saturday morning I found myself trekking to the guitar store uptown because I needed strings for a ‘‘Baby Taylor.’’ (A Baby Taylor is a more portable version of a standard acoustic guitar.)

The clerk, who was knowledgeable in an approximate sort of way, told me he thought that medium-gauge, full-length guitar strings would work well: just cut off the excess length as needed to make them fit the ‘‘baby.’’ I had a hunch that his answer might be incomplete, and I vaguely wondered why the clerk didn’t look in his system for Taylor’s ‘‘manufacturer’s stringing recommendation’’ before advising me. I didn’t wonder for long, though, before turning the issue over to my iPhone. With just a few thumb strokes—‘‘What kind of strings should I use on my Baby Taylor?’’—

I found an official, enthusiastically detailed description of which strings to use and why the decision matters: Continua a leggere “Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.” →