Categoria: Marketing, Loyalty

Creare una “Luxury-Brand Image” in un Mondo Digitale

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

NOTA AICEX: Lettura interessante con risvolti anche su altri mercati

“Building a Luxury-Brand Image” in a Digital World | INSEAD

AUGUST 22, 2014 BY

Luxury Managers often see #DigitalMedia, as a threat, worrying that mass appeal will take power away from the #Brand. But digital channels offer powerful connections with customers and closer integration with their ecosystems.

“Hermès has no desire to become “masstige” (a mass producer of prestige goods) said the company’s CEO Patrick Thomas in 2009, despite two-year waiting lists for its famous Birkin or Kelly handbags at the time. The luxury brand maintained that it did not want to dilute the brand image and compromise on quality in the interest of short-term profits…

Such a dilemma is par for the course in Luxury and is also applicable to the digital presence of the companies in the industry: How to maintain demand and a big customer base while remaining exclusive? This is all the more important as #DigitalChannels, “expose” brands regardless of whether they want to or not, through the hundreds of thousands of press articles, comments and pictures that are posted daily about #LuxuryBrands…If Brands do not embrace digital media, they risk being shut out of conversations about their products..

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Come creare una migliore shopping experience

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

better-customer-service-climbing-ladder

NOTA AICEX: comprendere le esigenze ed il comportamento dei propri clienti è alla base per migliorare la loro shopping experience. Analizziamo insieme i tre fattori chiave.

Learning the needs of your customer, monitoring their behavior and rewarding them for loyalty allows retailers to create a better shopping experience by effectively leveraging consumer data would seem to be basic business logic. However, not everyone is as logical as you! In a world of increasing parity, the key thing that you can do to differentiate yourself is service and experience.

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2015 CX Summit: Le lezioni chiave

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

CX Summit

AICEX : da leggere per chi non è potuto andare all’evento. 

Posted by Joanne Morrison

What’s the difference between a customer experience leader and a customer experience practitioner? According to Glen Drummond, Chief Innovation Officer at Quarry and Customer Experience Strategies Summit Conference Chair, the difference isn’t determined by your title but in whether you think you’re laying bricks or building a cathedral. In other words, are you focused on day-to-day activities or are you working toward a grand vision?

The Customer Experience Strategies Summit held March 25-26 in Toronto, Canada was all about the grand vision for customer experience.

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5 cose che puoi fare già oggi per aumentare la Loyalty

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

5 Small Changes in Corporate Behaviour That Could Inspire Greater Customer Loyalty

Posted on April 16, 2015 by

Customer loyalty goes far beyond collecting points on a loyalty card. Today customers intuitively consider their entire experience with your brand and products, from before their purchase or service commitment, during the payment process and crucially, when requiring any follow-up care.

That entire lifecycle demands a consistently good experience and has becomefar more important in the minds of customers than BOGOF, points and prizes. There is hardly a brand today that wouldn’t agree. But still some fail to see that a very small change in their behaviour – perhaps just guiding the customer a little more – could create far greater loyalty.

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