Categoria: Customer Neuroscience

Il 2015 è l’anno dell’empatia?

su da Gian Carlo Mocciin Customer NeuroscienceLascia un commento

empatia

NOTA AICEX: Alcuni grandi esempi di empatia con i propri clienti.

In my post on customer experience trends for this year, I named 2014 as “The Year of Empathy.” Empathy is a critical component to any customer experience effort. To help ignite the discussion on this important topic, we launched the Amplify Empathy Challenge as part of the overall Amplify Empathy Movement.

We asked people to share how they’ve raised customer empathy within their organizations and Temkin Group committed to awarding up to $2,500 for the best ideas. We had a number of great submissions, which made it hard to decide, but we selected the five winners below (all receiving a $500 Amazon.com gift certificate). We added the titles to their entries, but the rest of the description is exactly what they submitted on the Amplify Empathy site.

Continua a leggere “Il 2015 è l’anno dell’empatia?” →

Il clienti valgono piú del brand?

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

W150409_HANSSENS_DECLININGVALUE-1

AICEX:  Interessante punto di vista per capire come bilanciare gli investimenti sul brand con quelli sui Clienti – 

The value of “brand” is declining. The value of “customer relationships” is increasing.

That chart above is from here, and here’s the methodology behind it:

To find out which school of thought is more accurate, we looked at the value of brands and customer relationships as revealed by M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013. The beauty of M&A for examining valuation trends is that M&As reveal the dollar valuations of all assets at the time of the acquisition. Upon acquiring a business, companies have to value the different assets they acquired for their accounts and balance sheet in accordance with accounting and reporting standards. These valuations include – among other assets – brands (trademarks) and customer relationships.

This graph, based on data from the MARKABLES database, represents brand and customer relationship valuations as a percent of total enterprise value. The percentages come from fair value assessments done by purchase price allocation experts according to established accounting standards.

Continua a leggere “Il clienti valgono piú del brand?” →

La “personalizzazione” fa sempre bene ?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience, OtherLascia un commento

AICEX : La Personalizzazione ci fa bene come consumatori e clienti ma ci  fa meno bene come cittadini. Abbiate pazienza ma dovete leggere sino alla fine per capirlo :- )

Increasingly, we are surrounded by personalization – retail stores offering special deals based on your shopping history, Web sites serving up news based on what you’ve clicked on in the past, and marketers selecting the right message for you based on where you live, what else you own, and what you’ve actually bought (or not bought) before.

As one of the very first proponents of personalized marketing, I should be extremely pleased with myself. Just the other day, a news editor emailed me to say “Countless people have said to me in the past month alone, ‘Now is the time for true one-to-one marketing [and at scale]. Now we have the technology to make this a reality.’”

There are many benefits to personalization.

You can get individually customized products, from blue jeans or running shoes to bicycles or cars. You can order custom-printed M&Ms and custom-labeled bottled water. And because companies remember your data and preferences, you don’t have to tell an online store where you live and what your credit card details are every time you buy from them, nor do you need ten minutes to complete a new form or contract every time you book a hotel room or rent a car.

But customization does have a downside, too.

Continua a leggere “La “personalizzazione” fa sempre bene ?” →

Il buon senso aiuta nella Customer Experience ?

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience, Digital, Design, UXLascia un commento
Apparently it’s been around for a while; the dictionary says so…
AICEX: Il Buon senso è fortemente legato alla Usability e alla Semplicità, elementi essenziali per una vincente Customer Journey. Dovremmo tutti provare  a riscoprirlo – 
I find myself using the phrase “common sense” more and more every day… to describe the basic tenets of customer experience and employee experience… but also to describe humanity in general. Unfortunately, as I do this, I actually question it more than I praise its use.
What happened to common sense? Did stupidity really take over? Did we forget about manners? Did we really all forget what we were taught as kids? Were we not taught these things as kids? Can common sense be taught? Or are we born with it? (I don’t think we were, but according to the definition in the dictionary – see image above – it’s a “normal native intelligence.”) Are there exercises to teach or to strengthen common sense?

Why do we have to post signs like this one? Why do we have to remind brands to do the right thing? Why do we need to tell companies to treat their employees right? Why do we have to explain that customer experience is important to the bottom line? Why do we have to remind companies not to tweet during tragedies and to not use those tragedies opportunistically? Why do we have to remind customer service reps that their job is to help people?

Continua a leggere “Il buon senso aiuta nella Customer Experience ?” →