Categoria: Customer Experience

Regola #3: E quindi ?

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

So-What

AICEX: post che ci ricorda le cose che sappiamo ma spesso non facciamo.

JANUARY 25, 2015 BY

Rule #3: The ‘So-What’ Factor

The ‘So-What’ factor is about being memorable.

In this increasingly commoditised world, there is really very little to differentiate many of our B2B products and services from our competitors. Yet the bulk of our B2B marketing effort continues to be done on features, benefits and price, which is simply no longer enough to become truly memorable in the hearts and minds of our customers.

One of the ways we become memorable is through the VALUE we bring to our social conversations. And this doesn’t mean what we value, it must be of value to our customers.

I’ve said it many times, but I’m going to say it again because this is important: we as marketers are still too focussed on ourselves and our organisations, about what WE want to say and the conversations WE want to have.

But social media is not about US, it’s about our customers.

And if our customers no longer want to be sold to, what do we – and our salespeople – have to talk to them about?

Well, for starters, we need to stop talking about what we sell. We need to stop talking about our products and services and start focussing on the BIG ISSUES our customers are dealing with every day. We get so caught up with ‘bigger, better, faster, cheaper’ that we forget these larger issues are the fundamental drivers for our customers’ buying decisions.

So this means we need to stop thinking about what we want to tell our customers and think more about what’s meaningful and valuable to them.

A few years ago I discovered the Coca Cola Company’s Content 2020 initiative on YouTube. I think Coca Cola was way ahead of its time and if you haven’t seen it I recommend it as must-see for all B2B marketers. Jargon aside, it’s essentially about the way that Coca Cola’s customers understand the role and relevance of the Coca Cola Company brands, and the ways in which they relate to and ENGAGE with those brands.

There were 3 things that really made an impact on me::

  • Coca-Cola talks first about their move away from one-way broadcast to dynamic story-telling that creates engagement and delivers an experience that unifies customers around its brand.
  • They then focus on the content elements that underpin this experience, which are ofvalue, substance and significance to their customers.
  • Around which they develop conversations that are about more than insight…Coca Cola uses the word ‘provocative’ and I really like this word, because provocative is emotional and provocative is memorable and it’s these kinds of conversations that stay with our customers.

Experiential engagement, underpinned by content with substance that provokes conversations…this is not just story-telling, but relevant and inspiring story-making.

This is how we create differentiation in an undifferentiated world.

And this is what I believe is the role and purpose of marketing in this new age…to be truly memorable.

SOURCE: https://taylormadeinkew.wordpress.com/2015/01/25/rule-3-the-so-what-factor/

19 Segnali che i Clienti non ti vogliono bene

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento
Image courtesy of leonard cillo

 AICEX: Utile post per capire quanto possiamo contare sui nostri Clienti.

 Have you ever wondered, where did all the customers go?Gosh, let’s hope not! But stick with me here. Do you constantly scratch your head about lost customers, wondering where they went and why? Is acquiring new customers becoming a challenge?I thought I’d have a little fun – along with a lot of seriousness – and list some signs that you might watch for ahead of time to figure out when customers (existing or prospective) just aren’t that into you (any more). And when, perhaps, it’s just not a good fit.

So, here they are: 19 signs customers aren’t that into you – ever or any more.

No public displays of affection (PDA). They’ve stopped writing reviews about how much they love doing business with you, and they don’t recommend you to their friends any more.

You’re not friends on social media. They no longer follow you (or never have) on Twitter, Facebook, or any other social media platform.

They talk about their exes. They start comparing you to companies they’ve previously done business with: Company X used to do this or that for me; Company Y doesn’t.

They talk to their exes. They start considering companies with which they’ve previously done business. Was it too painful? Is it worth going back there?

The conversation is one-sided. You send messages, have sales, offer discounts, advertise, and share on social media. There is no reciprocation; they don’t respond or interact.

You make all the plans. There’s no give and take. It feels like a forced relationship, like you’re willing your customers to do business with you.

They have a roving eye. Customers start looking at other options in the marketplace. Is there better service? Are there better products, offers, etc.?

They don’t introduce you to friends or family. Clearly you’re not worthy of being introduced into the inner circle.

Three’s a crowd. They always bring a friend along. When it’s time to renew their contracts, they go out to RFP instead of just giving you the business.

Fear of commitment. Either that’s an inherent fear in the customer, that they just don’t commit to a brand, or you’ve wronged them in some way to scare them away from committing.

They’re always critical of you. Those reviews that were once polite and raving have turned to hating everything you make and do. Now they’re just ranting to friends and on social media about how bad and how wrong things are.

They avoid you, partially or completely. They don’t buy your products or services any more, or you are now part of a consideration set – maybe they will, maybe they won’t.

They don’t care for your feelings. They publish negative reviews, rather than giving you the benefit of the doubt or telling you directly so that you can fix the problem.

They tell you about their ideal partner, but it doesn’t describe you. Oops!

They expect you to change, and vice versa. Well, as we know, this is never a good place to be in a relationship. And to expect that your customers will change their attitudes, behaviors, and feelings – or for them to think you’ll change how and why you do business – is likely out of the realm of possibilities. This is not a good fit.

Your values and beliefs are different. Customers buy from brands with which they align, whether that alignment is with the brand’s purpose, the corporate social responsibility policy, or something else. This customer was/is not a good fit.

There’s more pain than joy in the relationship. This sign makes me think about cell phone customers. Or airline customers. It’s hard to commit to a brand when the brand constantly disappoints, frustrates, or shows they don’t care about customers. Time to change your tune!

You keep arguing over the same issue. And neither one budges, so the relationship can’t move forward. The issue doesn’t get fixed. It’s just a blame game. End of relationship.

You’re not a priority. When the need arises, they think about going elsewhere first.

So, when you think about your lost customers – or, perhaps, disinterested customers, those on the way out the door – what do you see? They’ve stopped giving you feedback? They don’t spend as much any more? They no longer recommend you? They just don’t do business with you?

I’ve written about raving fans many times before. If you’re not sure if your customers are that into you, know that if you have raving fans, they…

  • want to see the brand succeed and grow.
  • are happy to provide feedback, good or bad, to ensure that happens.
  • are less price sensitive.
  • choose the brand over the competition.
  • can’t live without the brand, accept no substitutes.
  • are advocates; no, stronger. They are evangelists. They spread the word about your brand.
  • wear your brand, and want to show that they are part of something bigger than themselves. Tattoos, anyone? Have their own number?
  • openly recruit new members to the community.

Are you delivering the kind of customer experience that warrants committed, raving fans? If not, time to take a look inward.

You are not easily forgotten.
He doesn’t need to be reminded you’re great.
Men are never too busy to get what they want.
-Greg Behrendt, He’s Just Not That Into You

19 Signs Customers Are Just Not That Into You

SOURCE http://www.cx-journey.com/2014/05/19-signs-customers-are-just-not-that.html

Hamburgherie e CX: l’immagine è tutto?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: Andate a leggere le dichiarazioni di questi giorni del grande capo di McDonald’s e capirete perchè è importante il caso di cui avrete sentito sulle nuove hamburgerie milanesi che cercano di rendere gourmet un prodotto che di natura non lo è. Riportiamo in questo post un articolo ben scritto da Roberto Parente.

Da un po’ di tempo a questa parte, a Milano ma non solo, la spermatogenesi dei locali che utilizzano ossessivamente la combo cibi spartani e declinazione “gourmet” ha superato i limiti, e ha contaminato soprattutto le cosiddette hamburgerie: sto parlando del genere di posto con sgabelli volutamente scheggiati e muri stuccati male, che mette nel menù varie qualità di carne tritata con i mirtilli e bacche di goji e che acquista praticamente il 90 percento del cheddar che viene importato in questo paese. E in un cui un pasto composto da hamburger + patatine + bevanda a scelta viene a costare 17,50 euro.

Continua a leggere “Hamburgherie e CX: l’immagine è tutto?” →

Una guida alla Customer Experience

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

NOTA AICEX: non sempre tutti conoscono la CX in ogni suo dettaglio. Vediamo insieme quali sono i principi di base.

We’re often asked to help people who have recently taken on new responsibilities in customer experience (which is commonly abbreviated as CX). Since it’s important for anyone in the field to understand the core principles of CX, I’ve put together this post and called it “CX for Smarties.” Anyone who cares enough about CX to read this post is not a dummy.

Continua a leggere “Una guida alla Customer Experience” →