Categoria: Marketing, Loyalty

3 modi di perdere profitti scoperti con i Mystery Shopping

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Other, ROI, NPS, VOC, KPIsLascia un commento
AICEX: un articolo interessante sull’utilizzo del Mystery Shopping – 
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Increasingly, buyers of business or professional services expect more for less. Tough economic conditions, increased promiscuity and aggressive new market entrants with deep pockets and marketing savvy have permanently changed the rules of new client engagement.The following article draws on mystery shopping evidence from professional and business services providers which reveal three of the most common leaks in the new enquiry pipeline which are impacting enquiry conversions, profits and returns on marketing investment. For ease of reference, clients and customers will be referred to collectively as customers.
Profit leakage usually occurs following a mediocre or poor experience which causes a prospective customer to hesitate and/or go elsewhere. This can happen at any point of interaction in the new enquiry journey, from visiting the website, talking to the switchboard/call centre through to the initial consultation with an adviser.
The following evidence is drawn from mystery shopping the top 50 law firms (Consumer and SME- facing teams), the top 10 accountants (SME-facing teams), global B2B software providers (SME- facing teams) and major financial services providers (SME-facing teams).  Our mystery shoppers pose as credible business owners or buyers of serious personal injury across a variety of new enquiry scenarios, ranging from a referral from a friend or existing customer, to a website enquiry. Across all the above sectors, the three most common sources of profit leakage were as follows:

  1. Ineffective search functions and broken links on the website
  2. Lack of empathy from switchboard or call centre operatives
  3. Reluctance from advisers to show enthusiasm for working with the customer and/or agree a next step Continua a leggere “3 modi di perdere profitti scoperti con i Mystery Shopping” →

6 interessanti strategie di Gamification per chi pubblica contenuti

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

gamification_wordle1

AICEX : Proviamo a pensare quanto alcuni concetti di Gamification siano importanti nella preparazione e pubblicazione di contenuti. 

Hi guys! Continuing our big week of guest posts today is Brianne Walters who is writing on the fascinating subject of Gamification. This will be of special interest to bloggers and web entrepreneurs who wish to engage their audience in new and interesting ways 🙂 Enjoy the post, and take it away Brianne!

People mistake gamification as plug and play. Gamification is a fascinating strategy that makes us understand what works and what doesn’t. For gamification to be successful, you need to understand what keeps your readers engaged and encourage your users to perform specific actions and depict specific behaviour to help you accomplish your objectives. Check out these tips to design your own custom gamification strategy.

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ROI e CX: di cosa stiamo parlando ?

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, Other, ROI, NPS, VOC, KPIsLascia un commento

NOTA AICEX: che la CX influenzi il ROI ce lo siamo detti in tutte le salse. Ma di quale CX stiamo parlando? 

bull's eye

 

By Michelle Reeb, The Marketer Network

Marketing enables success by generating revenue through impactful customer experiences.

Businesses thrive when they build solid relationships with their clients, which keeps them coming back for more. When companies create meaningful experiences, those customers begin to “love” and “be proud of” the brands they purchase and become loyal to them. Think for a moment about the brands that you are loyal to. Do those brands conjure up strong emotional feelings because of the way they make you feel? I can think of a product that I “love” because it ties me to my family. It’s a brand my mother uses and my grandmother before her. I have absolutely no intention of switching brands, because of the emotional familial connection.

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5 semplici parole per aumentare Loyalty e Vendite

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

NOTA AICEX: Un buon esempio di quelle tante cose che ci sono state insegnate ma che dimentichiamo di applicare.

OFFICE_DEPOT

Recently, I had an important networking event and needed some business cards for the next day. I went to a national office supply store to buy some business card templates with pre-printed graphic designs that I could print at home. When I entered the store, I was just before the lunch hour and there were no shoppers in the store. I was greeted promptly by the floor staff and got the typical “Can I help you today?” question. I answered, “No” and went to the aisle where the printing forms were. I looked over the selection and saw two designs but one was hearts and flowers and the other one from 1989. Disappointed, I walked to the door. The sales staff did not inquire further as I walked out of the door.

Continua a leggere “5 semplici parole per aumentare Loyalty e Vendite” →