Categoria: Customer Neuroscience

5 semplici parole per aumentare Loyalty e Vendite

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

NOTA AICEX: Un buon esempio di quelle tante cose che ci sono state insegnate ma che dimentichiamo di applicare.

OFFICE_DEPOT

Recently, I had an important networking event and needed some business cards for the next day. I went to a national office supply store to buy some business card templates with pre-printed graphic designs that I could print at home. When I entered the store, I was just before the lunch hour and there were no shoppers in the store. I was greeted promptly by the floor staff and got the typical “Can I help you today?” question. I answered, “No” and went to the aisle where the printing forms were. I looked over the selection and saw two designs but one was hearts and flowers and the other one from 1989. Disappointed, I walked to the door. The sales staff did not inquire further as I walked out of the door.

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Gratificazione istantanea: la psicologia e le implicazioni di marketing

su da Gian Carlo Mocciin Customer NeuroscienceLascia un commento

NOTA AICEX: “7 chili in 7 giorni” si intitolava un vecchio film, ma potrebbe essere la pubblicità di una nuova dieta. Cosa si nasconde dietro questa frase? La promessa di un beneficio e il tempo in cui lo otterremo.  Ma quale è la psicologia sottostante alla “gratificazione istantanea”? E quali sono le implicazioni di marketing?

psico

Humans are hardwired to want things — now. It’s called instant gratification, and it’s a powerful force. It can make people convert, as long as you’re doing the right things. But do you know how to use instant gratification for marketing?

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Perché Amazon è al top e Bank of America no ?

su da Gian Carlo Mocciin Customer NeuroscienceLascia un commento

NOTA AICEX:  perché ci sono aziende come Amazon, Apple e Zappos che soddisfano ampiamente le esigenze dei loro dipendenti ed alcune che non sono in grado di farlo? Colin Shaw ci spiega il legame tra employee culture e customer experience.

Each year, we do a Global Leader Survey of top executives in Customer Experience Management. Last year’s survey revealed that Amazon claimed the top spot and Bank of America…well, didn’t. While I believe there are several factors at work here that make the difference between the two organizations, employee engagement is a big part it. That is to say, Amazon has it—and Bank of America doesn’t.

The Top 10 Companies

As you can see, Amazon sits at the top. According to the global leaders, that’s because:

  • They deliver excellence customer service.

  • They communicate well.

  • They are easy to use.

  • They have high-quality touch points.

  • They have stated publicly they want to be the “Earth’s most customer centric company.”

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Emotional Experience: qualche idea per la retail CX

su da Gian Carlo Mocciin Customer Experience, Customer NeuroscienceLascia un commento

Nota AICEX: sembra che le persone siano più “emozionali” se sottoposte a luci chiare e luminose.  Vediamone l’influenza sulla retail Customer Experience.

According to a recent study published in the Journal of Consumer Psychology, people are more emotional under bright lights. So depending on what you are going for in your retail customer experience, a rational decision or an emotional one, you need to adjust your lighting to evoke the right response and deliver a better experience.

According to MedicalNewsToday.com, The findings were the result of six different studies performed in different lighting conditions. Participants were asked about different things, attractiveness of people, the taste or spiciness of foods, or the aggressiveness of a fictional character. Then researchers analyzed their responses based on the lighting level. They found that in all cases, positive or negative, emotions were more intense under bright lights.

Researchers believe this is because light is perceived as heat and heat triggers emotions. This perception, however, is hardly of the conscious mind. It is instead a product of the subconscious mind.

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