Categoria: Marketing, Loyalty

Perchè è meglio pensare meno alle vendite e più alla CX

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

Why You Should Think Less About Sales and More About the Customer Experience

AICEX: Forse perchè se gestisci bene la CX i clienti comprano di più e tu devi vendere di meno? 🙂

Image credit: Shutterstock

Post by 

As the actor Alec Baldwin’s real estate salesman advised in that classic scene from Glengarry Glen Ross: “Always be closing.” “ABC” is now a popular saying in sales circles, and sales representatives who can bring in new business are prized by their organizations. After all, revenue is required to stay in business.

Related: Why Smart Companies Are Making Customer Experience a C-Suite Job

Today, however, the all-consuming goal of the close may not be as on point as it was a decade ago. Today, the customer experience is more important than ever, and businesses that fail to think about the entire process may miss out on initial or repeat sales.

What’s so special about the customer experience?

Consumers today can get the item or service they’re looking for from just about anywhere — a local boutique, a big box store or an online giant. And with online, that purchase can be made from halfway across the country or across the world. Given the resulting increase in competition, more companies are looking for alternative ways to distinguish their brands. Focusing on customer experience is one way to do that.

Continua a leggere “Perchè è meglio pensare meno alle vendite e più alla CX” →

Un’altra lezione da Southwest Airlines

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, Loyalty

Damaged-Luggage

AICEX: Un interessante racconto di Shep Hyken

An Amazing Experience

My daughter came home from school to visit us over a recent holiday. She was flying on Southwest Airlines and checked a piece of luggage. When the suitcase showed up on the luggage carousel, we noticed the handle was damaged. Bummer! I’ve been through this before.

Not happy, I walked into the Southwest office. What I expected was a long line, followed by a less-than-enthusiastic employee, extensive paperwork to fill out, and then who knows how long it would take to get the luggage repaired. However, I was pleasantly surprised. After all, this was Southwest Airlines.

Continua a leggere “Un’altra lezione da Southwest Airlines” →

Cosa il Marketing dovrebbe sapere sul Service Design

su da Gian Carlo Mocciin Customer Experience, Digital, Design, UX, Marketing, Loyalty
Nike: connecting customers with Nike+ platform
Nike: connecting customers with Nike+ platform
With its origins in the public sector where it is spearheading the growth of new and highly customised public services, it’s hardly surprising that service design has not loomed large on marketers’ horizons.Essentially, service design is about fusing a brand’s ‘top down’ commercial value-driven perspective; what it stands for, what customers can expect from it, with ‘bottom-up’ emotionally-driven insight into more fundamental human motivation and needs.The aim is to help brands come up with ways of engaging consumers so that their needs and expectations are met in new and sometimes unexpected ways. Continua a leggere “Cosa il Marketing dovrebbe sapere sul Service Design” →

32 Modi per misurare la Customer Experience

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIs

 

  • AICEX: una interessante panoramica che può dare diversi spunti. Aggiungiamo due KPI:
  • 33th: https://www.forrester.com/CX-Index/-/E-MPL191
  • 34th: http://www.bcg.com/expertise/institutes/center-customer-insight/proprietary-tools-brand-advocacy-index.aspx

There’s a lot to measure in the customer experience.  There’s also many ways to collect the measurements.
While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience.
It includes a cross section of the four types of analytics data to collect, with an emphasis on collecting customer attitudes via surveys.

Attitudes & Affect

Customer Satisfaction: Survey your customers at key touchpoints using a simple Likert scale. Ask overall customer satisfaction (usually about the brand) and lower level satisfaction (usually specific to the touchpoint) such as the purchase or service experience. Include key attributes; for example, quality, speed, cost, and functionality.

Brand attitude: Measure affinity, association, and recall in a branding survey.

Loyalty: Use a repurchase matrix to measure the likelihood to repurchase and Net Promoter Score for likelihood to recommend.

Brand lift: Measure attitudes before and after participants are exposed to a stimulus.

Customer Attributes

Customer lifetime value: Not all customers are created equal (in terms of profitability at least!). Measure the revenue, frequency, and duration of purchases by customer and subtract the acquisition and maintenance cost by customer.

Who your customers are: Conduct a True Intent or Voice of Customer Survey (VoC) study by recruiting directly off your websites or emailing current customers and use a segmentation analysis.

Customer expectations: Ask expectations qualitatively in a usability study or quantitatively in a survey. Consider having an independent group rate expectations and another group rate the experience. Customers want to be consistent and will be affected by the memory of their expectation ratings; with two independent groups, you know you’re getting more accurate results.

The things customers do the most: Run a top tasks analysis by having a qualified sample pick their top five features in any website or application. This works really well and is easy to conduct.

What delights customers: Consider the Kano Method by asking customers how they’d feel if a feature was included and how they’d feel if it wasn’t included.

Continua a leggere “32 Modi per misurare la Customer Experience” →