Categoria: Customer Experience

Le vendite non sono mai emozionali?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience

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AICEX SUMMARY: Ever wonder why your friend stayed with her/his spouse? You’ll never understand. But it’s not irrational to him or her; it meets a need of some sort.

Imagine if instead of believing that unexpected decisions are emotional, we assume they have a very specific reason, even if we don’t understand or agree. Then what? Is it just easier to believe the other person to be irrational?Historically, when we don’t understand the roots of something we assume there is an emotional component, with the underlying belief being that there is something ‘not quite right’ with the person experiencing what is outside our comfort zone.

BUYER’S PURCHASES MUST COMPLY WITH THEIR SYSTEM

Because buyers take actions that sellers regularly believe to be ‘irrational’, we say that they are either ‘stupid’ or making an ’emotional’ decision. Neuroscientists calls these decisions irrational or emotional as well. But we – sellers and neuroscientists – are rather biased: we see a problem, believe we know the solution, and consider our solution to be the best because it’s the most rational.

We forget that every person, every group or family, every system if you will, has a very unique and idiosyncratic set of beliefs and criteria that determine their choices. And what may look irrational from the outside is very very rational on the inside, even if sometimes unconscious.

Continua a leggere “Le vendite non sono mai emozionali?” →

Come bilanciare il Customer Service tra Human e Digital

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Digital, Design, UX, Marketing, Loyalty

Digital and Human Customer Support

AICEX: ci piace l’esempio dell’automotive. Perchè andare in concessionaria quando ancora non ho deciso di comprare l’auto?

The more we adopt self managed, digital channels which optimise our expectations for ‘always there’, real time delivery, we are also rediscovering the expectation for human engagement when it matters. We are complex in our needs and so customer relationships are tricky in terms of striking the right balance.

Therefore effective omni-channel design is an engagement experience that works in any given customer situation. Here’s one example.

Even though John Lewis is recognised for their online successes, they still keep their eyes focussed on what matters to their customers. For instance, online sales grew by 17% in their latest financial year, with m-commerce up by 34%. However they also spotted that their online sales go up in areas where they open a new shop. This is how John Lewis chairman Sir Charlie Mayfield explained the effect.

“Our results were very much a result of the effective combination of shops and online, demonstrated by the fact that more than three-quarters of our customers made a purchase from one of our shops,” Continua a leggere “Come bilanciare il Customer Service tra Human e Digital” →

W. Porter: Cosa cercano davvero i tuoi clienti?

su da Gian Carlo Mocciin Customer Experience

AICEX: Non devi chiederti SE pensare alla Customer Experience, ma QUANDO iniziare a pensarci!

A memorable car-buying experience. The resort was an experience we will remember for a long time. We were not really looking for the great customer experience we had at that new grocery store.

The actual customer comments above are probably something you have been seeing a lot more of these days online and in print from businesses both local and national. And there is a good reason for it.

As Joe Pine and Bob Gilmore point out in their now famous customer service business book “The Experience Economy,” we are all now in the customer experience business. And if you have not put together a rich, memorable experience for your customers, you may not be investing in a financially sustainable effort for the future. Continua a leggere “W. Porter: Cosa cercano davvero i tuoi clienti?” →

Perchè anche le Startup dovrebbero pensare da subito alla CX

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, Loyalty

cx-startup

AICEX SUMMARY: It seems counterintuitive to build a customer base function before you have customers …

Customers often want to call support representatives bad names, not praise them by name. Not so with WiFi system startup eero, thanks to its CEO and Co-founder Nick Weaver and Head of Customer Experience (CX) Dana Lindsay. While most founders tack on customer support as an afterthought, Weaver purposely created and integrated it from the start. That meant establishing a dedicated team to gather feedback for itsbeta and bringing aboard eero’s first CX hire at a stage when most startups are solely focused on engineering. Weaver understood that to get where it needed to go, eero needed service so superior that it rivaled its product.

 What It Takes to GrowYour Startup 500% in Months

Delighting customers in the traditionally confusing and irritating realm of WiFi networking is more easily said than done. Luckily, every organization in Weaver’s background reinforced that service is the product. Before starting and leading eero, Weaver co-founded incubator StartX, worked asanalyst at McKinsey and alongside startups at Menlo Ventures. Before joining eero, Lindsay trained and scaled remote teams for digital publishing platform, Inkling. She also onboarded clients and new hires to the platform — skills which accelerated her ability to define and deploy eero’s Customer Experience operations. Continua a leggere “Perchè anche le Startup dovrebbero pensare da subito alla CX” →