Categoria: Marketing, Loyalty

AICEX: L’azienda perfetta non ha Customer Service

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

AICEX: Se un Cliente si rivolge al Customer Service forse qualcosa poteva andare meglio prima.

When customer service is done exceptionally well, it’s in part due to the predictive skills of the particular customer service representative. It’s like a game of checkers: understanding fairly predictable outcomes and always trying to think a step or two ahead.

Customer service exists to help alleviate friction. Need help with a booking decision? Had a rude flight attendant? The feedback channels for companies to deal with this friction may have become more complicated thanks to social media, but generally speaking, the operational protocols are the same: common situations that have been workshopped by CSR trainers to arrive at a customer-friendly resolution.

The way someone is treated at the Ritz-Carlton or a Danny Meyer restaurant when something goes wrong will generally differ greatly from treatment by someone at Spirit Airlines. The former has been highly trained to react to fluid situations with empathy, and in the case of the Ritz-Carlton employee, given a daily stipend to make things right for guests. The latter has to read from a static script or decision tree with the “no” button close at hand.

But even at its finest, customer service is merely one piece of the entire puzzle.

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Vieni anche tu in Bocconi a parlare di CX ?

su da Gian Carlo Mocciin Marketing, Loyalty, OtherLascia un commento

BAA

Energizer Breakfast con Gian Carlo Mocci

Apri la tua giornata con le colazioni dei Topic BAA, incontri che ispirano e infondono energia! Il 6 ottobre sarà con noi il Presidente di AICEX, Associazione Italiana Customer EXperience.

Gli Alumni Bocconi possono Iscriversi qui

Per i non Alumni è possibile inviare richiesta di partecipazione all’evento e delle relative condizioni a marketing@bocconialumni.it

Martedì 6 ottobre 2015, ore 7.45-9.15
Aula 44 – Università Bocconi via Sarfatti 25, quarto piano (ascensore nell’atrio)

Ospite dell’8° Energizer Breakfast 2015, organizzato dal Topic Marketing, sarà Gian Carlo Mocci, Presidente AICEX, Associazione Italiana Customer Experience.

Sempre alle 8 in punto, 20 minuti di speech e poi domande, davanti a un buon caffè. Ti aspettiamo un quarto d’ora prima (7.45) per salutarci e per un’occhiata al giornale.

Maggiori Dettagli QUI

“Il Cliente, questo sconosciuto”

Nella Customer Experience, aspettative, percezioni e ricordi dei Clienti giocano un ruolo decisivo, in quanto influenzano elementi essenziali quali il comportamento d’acquisto, il passaparola, la loyalty.
Vi sono quindi aspetti che le Aziende devono necessariamente tenere in conto nelle interazioni con i Clienti per ottimizzare i Touch Points e la Customer Journey complessiva.

Rifletteremo anche sul ruolo che il Marketing sta giocando, e dovrà giocare, nel gestire in modo adeguato equilibrio e sinergie tra gli aspetti Digitali e Tecnologici e quelli invece più propri del Marketing/Comunicazione.

Gli Alumni Bocconi possono Iscriversi qui

Per i non Alumni è possibile inviare richiesta di partecipazione all’evento e delle relative condizioni a  marketing@bocconialumni.it

Maggiori Dettagli QUI

Cosa ci insegna sulla Customer Experience la giornata Amazon Prime

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

AICEX: A leggere questo Post non è oro tutto quel che luccica.

On July 15, Amazon held its first “Prime Day,” which featured a variety of on-site sales exclusive to members of its Prime service.

And a few things went wrong.

So, for a limited time only (i.e., as long as our Web servers last), at a sizeable discount (i.e., free), and without further ado (i.e., unless you’re busy), let’s go over a few customer centricity best practices we can glean from the event.

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Forbes: Co-Creating The Customer Experience

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

AICEX Certo non possiamo poi aspettarci i wow factors ma la cocreazione ha sempre il suo fascino, e agisce fortemente sull’engagement e la loyalty.

by Micah Solomon , CONTRIBUTOR

More and more, in my consulting work with companies and brands, we end up co-creating customer service and customer experience solutions together with the company’s actual customers. While co-creation is no substitute for improving the customer service provided directly by your staff, nor for innovative leadership efforts to improve the customer experience, it has a value that is growing quickly and should not be overlooked.

Even, as we’ll see below, in creating better solutions for adults suffering from incontinence.

Co-creating support solutions

Customer support is often now a co-creation in a way that my friend JD Peterson, formerly of Zendesk and now SVP of Marketing for Scripted.com, calls “unsourcing”: your customer support isn’t outsourced, or “insourced, it’s unsourced: for example, if your Macbook Pro screen is flickering [hold that hatemail, fellow fanboys: I know this is an unlikely scenario], do you call Apple? Maybe, but I’ll bet you first do a search online to find out what Macrumors and the kid in the basement next door or half a world away have to say about a solution. Similarly, when I recently spoke with Google on the improvements they’ve made to their Adwords support, they gave emphasis not just to how they have improved one to one support, but also how much emphasis they put on their crowdsourcing support tools.

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