Categoria: Digital, Design, UX

Ecco perché bisogna sbrigarsi ad avere conversazioni con i clienti

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Digital, Design, UX, Marketing, Loyalty
AICEX: I Clienti non desiderano che le aziende definiscano le loro Journey, desiderano invece che progettino Esperienze in modo che possano crearsi da soli le proprie Journey preferite.
As marketers, we’re increasingly finding ourselves facing an intriguing conundrum when it comes to creating personalized experiences for our customers. In our efforts to drive hyper-personalization, and appeal to every possible consumer need, we’re now at risk of confusing and, even worse, potentially alienating the very customers we’re trying to woo.

Jeriad Zoghby
Illustration: Alex Fine

With more data driving an explosive array of options, many consumers are overwhelmed by too many choices, causing them to be less satisfied, make poor decisions and abandon a website or brand. And this trend is on the rise—according to new research from the 2018 Accenture Interactive Personalization Pulse Report, 45 percent of customers have abandoned a site because it was too overwhelming, up from 40 percent last year.

Continua a leggere “Ecco perché bisogna sbrigarsi ad avere conversazioni con i clienti” →

Come Amazon sta migliorano la Customer Experience grazie ai servizi di delivery

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Digital, Design, UX, IoT, Data, Analytics

AICEX: anche per le aziende full digital il delivery dei prodotti è un elemento fisico che gioca un ruolo fondamentale nell’esperienza dei clienti. Ecco alcune iniziative interessanti per consegnare un prodotto.

When examining the typical customer journey, it’s not difficult to see why delivery is ripe for improvement. In many cases, it isn’t something online retail giants like Amazon are able to control — at least not right now. Bad weather or an influx in volume around the holidays can delay packages from arriving on time. And what about the complications associated with delivering to shared residences and apartment complexes, like gated access, theft and closed leasing offices? Continua a leggere “Come Amazon sta migliorano la Customer Experience grazie ai servizi di delivery” →

La centralità del cliente vince sull’innovazione

su da Gian Carlo Mocciin AI, VR, AR, Customer Experience, Digital, Design, UX
 

AICEX: la centralità delle persone si sposa più con il design, l’usabilità, gli spazi fisici e il buon senso piuttosto che con algoritmi e robot. Ecco perchè l’intelligenza artificiale sarà vincente solo se utilizzata a servizio delle persone.

Innovation might be the buzzword on everyone’s lips but customer and design centricity is what will win the day with customers according to Gartner.

This is despite innovation diving in hard, with chatbots and artificial intelligence joining the fray.

Part of it is getting more return on investment (ROI) from their research and development dollars claimed Brian Prentice, vice president, research, Gartner.

“Organisations that are more design centric appear to be more innovative than the R&D dollars they spend. Apple for example, spends a fraction of R&D compared to Samsung, but their market capitalisation is higher and they seem to have a higher degree of customer satisfaction and loyalty than Samsung does,” said Prentice. Continua a leggere “La centralità del cliente vince sull’innovazione” →

McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Digital, Design, UX

AICEX: Questo post mostra in maniera chiara come ogni Touch Point abbia un suo prezzo, o genericamente valore. Fermo restando il principio generale le risultanze possono naturalmente essere diverse se si valutano contesti diversi.

Consumers are willing to pay more for choice in their interactions, yet most companies remain perplexed about which ones their customers really want—and how much to charge for them.

How can companies best engage with their customers to offer them new experiences, along with add-ons to existing products or services they have already paid for? Continua a leggere “McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti” →