7 KPI sui clienti da ricordare sempre.

AICEX: Riprendiamo con piacere questo articolo apparso su CMSWIRE e che completa l’articolo “Alcuni KPI migliori dell’NPS” già pubblicato. Ci si focalizza sul customer feedback che alimenta la voice of customer, tramite KPI che le aziende dovrebbero adottare, sia per fare benchmark con altri ma anche e soprattutto a fini di miglioramento seguendone il trend.

Many customer-centric organizations are using Voice of the Customer (VoC) data to enable them to understand their customer journeys, which facilitates the ability to keep customers satisfied and coming back. Some businesses are unsure of just how to effectively use VoC metrics, and much of the confusion derives from the fact that they are underutilizing the most valuable VoC feedback they have gathered. This article will tell you about the VoC metrics that you should focus on, and those you may have been ignoring. Continua a leggere “7 KPI sui clienti da ricordare sempre.”

Il lato umano della trasformazione omnichannel

pixellated green shoots

AICEX: Spesso quando si lavora su progetti riguardanti l’omnicanalità ci si concentra sugli aspetti tecnologici e sul comportamento dei clienti, ponendo in secondo piano gli aspetti umani relativi ai dipendenti, che di quel progetto decreteranno il successo o il fallimento. Riprendiamo un articolo pubblicato da Econsultancy che esamina il tema.

The shift toward a more customer-centric, omni-channel approach to marketing is a fundamental transformation affecting many industries.

In the Pharmaceutical and Life Sciences industry, for example, it arises in response to multiple trends including customer adoption of digital technology, changing customer access dynamics, a shift to outcomes-based compensation, and rising patient empowerment.

Most companies have embraced this shift and are investing significant resources behind enabling it, including investments in technology platforms, process change and training.

Unfortunately, in our experience, the impact of these investments is severely limited by a lack of attention to the human side of change. Preparing employees for change is a “make or break” factor but it rarely gets the amount of planning time it requires. In fact, research from McKinsey and Company shows that 70% of all transformations fail due to many human-related factors such as poor communication, lack of participation and buy-in, enough training or resources. Continua a leggere “Il lato umano della trasformazione omnichannel”