Categoria: Customer Neuroscience

La Customer Experience non riguarda solo i clienti

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

When marketers talk about the customer experience, the focus is almost exclusively on the buyer. “What does the customer want/need/prefer?” “How can we improve customer engagement?”

But today, I’d like to offer this (gentle) reminder that the customer experience is part of a larger service-profit chain. Yes, satisfied, loyal customers are essential to profitability. However, you can’t forget where the entire service-profit chain begins – with engaged employees. In 2000, HBR OnPoint published an article titled Putting the Service-Profit Chain to Work that very clearly articulated the value of employee engagement and loyalty, and to illustrate my point, I’ll adapt it slightly here:

In addition, Forrester recently concluded that companies with higher employee engagement ratings have higher profit margins and deliver better customer outcomes, as measured by customer satisfaction, loyalty and likelihood-to-recommend scores. Continua a leggere “La Customer Experience non riguarda solo i clienti” →

Sicuri che sorridere ai Clienti faccia bene ai Dipendenti ?

su da Gian Carlo Mocciin CRM, Customer Service, Customer NeuroscienceLascia un commento
NOTA AICEX: Un recente studio mostra che i dipendenti che a lavoro sorridono quando interagiscono con i clienti , pur talvolta non avendone “voglia”, ne risentono una volta rientrati a casa.
CUSTOMER SERVICE
Customer service with a smile is the American way, but faking it all day can take an emotional and physical toll once workers head home, according to a small but compelling new study published in the journal Personnel Psychology.

The findings should give employers pause about just how much they can fairly expect in terms of “emotional labor” — the requirement to display certain emotions or feelings toward customers, clients and others at work.

“[Employees] could smile because they genuinely like their customers or they are simply happy, and in that case they are not engaging in what we call ‘emotional labor’ because they are not faking,” explained lead researcher David Wagner, Ph.D. of Singapore Management University, in an email to the Huffington Post. “When they put on that happy face but don’t really feel it — that’s when we start to have problems.”

Researchers observed 78 bus drivers who worked for one transit company in the northwestern United States. Over two weeks, the study participants answered surveys before work, after their shifts and just before they went to bed at night. They were asked about hours of sleep, their moods during and after work, and whether or not they had put on a “performance” or a “mask” that day.

Wagner found that when a bus driver wore a fake smile, he or she was more likely to suffer insomnia that night than someone who wasn’t faking it. Emotional acting was also linked to reports of feeling anxious or distressed, and also increased the likelihood of feeling emotionally exhausted at the end of the day. These people even reported more family conflict at home. Continua a leggere “Sicuri che sorridere ai Clienti faccia bene ai Dipendenti ?” →

L’IT è indispensabile per una buona CX ?

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

NOTA AICEX: La tecnologia aiuta le persone, ma sono le persone che fanno la differenza nella Customer Experience !

Embed from Getty Images

Does Customer Experience require information technology?  Allow me to rephrase this question, is it necessary to purchase-configure-operate an arsenal of information technologies to improve the Customer Experience?

Which is my way of asking, if it is necessary to turn Customer Experience as a business philosophy and/or value proposition into CRM: an information technology?

It occurs to me that it is mistake to collapse information technology and Customer Experience together – to make the kind of mistake that was made with CRM.  I say that your organisation can impact-improve the Customer Experience in many ways that do not require information technology.   Where is my proof? Let’s start with my recent experience.

Why Didn’t I Buy From Two Well Known Retail Brands? Continua a leggere “L’IT è indispensabile per una buona CX ?” →

Il link tra Employee Engagement e Customer Experience

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

NOTA AICEX: Torniamo con un nuovo articolo a parlare del legame tra Customer Experience e Employee Engagement. Anche il miglior programma di Customer Experience fallirà se non c’è il giusto “buy-in” da parte dell’organizzazione. 

After listening to interviews from three previous winners of the UK Customer Experience Awards at a seminar hosted by the Cranfield School of Management,there was one common theme that emerged in all three interviews – and that was how important it is to engage your team in your customer experience strategy from the word go!

Michael Conway, MD at Clothes2Order, a company which supplies clothing for uniforms, explained how customer experience always comes ahead of short term profits. The whole team is focused on how they can improve the experience for their customers. He involves everyone in the process and discussion, no matter where they are in the business. One of the schemes the company run ‘The Remarkable Ideas Awards’, encourages all staff to develop ways to surprise and delight their customers. Members of staff are asked to present their ideas and if any of the ideas are adopted as remarkable (something a customer will ‘remark’ on), the member of staff will receive a voucher. An example of this was when a member of the operations department suggested taking a photo of every order in production to send to the customer so they could see their order before it was sent out to them. This received great feedback and was retweeted on social media.

In the second interview Mark Hill, Managing Director from ResponseTex – a company who provide Customer Experience Software, talks about the levers you need to pull to keep improving your Customer Experience journey. However, the point he keeps coming back to is the importance of engaging with your employees. If you don’t have buy in – whether it be from top down, bottom up or sideways, the programme won’t go forward, it will die… When you launch your Customer Experience programme buy-in is essential. You need a voice on the board and representatives in every channel you engage with customers. You need to ask yourself – are you engaging with your employees, are you asking them what they think, are you co-creating with them on initiatives you could introduce to counter pain points within the customer engagement journey?

In the third interview, Marketing Director Jak May explained how Currency Index, winners in the Social Media Category, used social media to raise their profile. He engaged his team in ‘Operation Bluebird’, he got the whole team involved in using a range of tools to engage with their customers such as YouTube, hootsuite, tweetdeck and yatterbox, as well as filming and sharing their Daily Market reports on YouTube.

So, the theme here is getting your employees involved. Only they can engage themselves in your business and once they do, the results are amazing. Surveys and measurements on employee engagement are interesting and can provide the basis for budgets or appraisals, but as well as analysing the data – just get out there and get involved with your team. They will appreciate your support and care and in turn, as we all know, this will translate in the care and support they show to their customers.

Source: http://c-x-a.co.uk/the-link-between-employee-engagement-and-customer-experience-are-you-engaging-your-employees/

Posted by Neil Skehel from Awards International Ltd on 19th May 2014.

AICEX