Categoria: Marketing, Loyalty

IBM: chi vince in omnichannel… Tu

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

NOTA AICEX. Customer Experience personalizzata: cosa significa davvero? E come trasforma i modelli di business del retail? Vediamo l’esempio di Lindt & Sprüngli.

Here are three buzz words that marketers and customers are familiar with: Personalized Customer Experience. But what does it really mean? Why is there an emphasis on customer-centricity and how do retailers transform their business models to become more customer-oriented? 

The IBM Center for Applied Insights found that retailers who put the customer at the heart of the way they work, how they measure success, and how they’re organized outperfrom their peers in providing a more personalized, interactive experience. These leading retailers see 1.4x larger customer basket size and 3x greater company stock price than their peers. When customers are placed at the center of retailers’ business models, we get better results–why are retailers struggling to implement a customer-centric strategy?

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Analizzare i Big Data: un approccio customer-centrico

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

NOTA AICEX: “Big Data” sembra essere la parola del momento. L’autore del blog di oggi ci spiega come si lega il Customer Experience Management ai Big Data e come si possa ottenere un approccio customer centrico.

The latest buzz word in business is Big Data. According to Pat Gelsinger, President and COO of EMC, in an article by the The Wall Street Journal, Big Data refers to the idea that companies can extract value from collecting, processing and analyzing vast quantities of data. Businesses who can get a better handle on these data will be more likely to outperform their competitors who do not.

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Esperienza “wow”: funziona davvero per migliorare la loyalty?

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

NOTA AICEX: chi non vorrebbe far vivere un’esperienza “wow” ai propri clienti? Le tattiche sono diverse. Ma non tutte generano davvero piacere e fedeltà nel cliente. E se per caso lo annoiassero?

In this post I complete my take on the key assertion and the 4 findings put forth in the book The Effortless Experience.  Before I launch into this post let’s recap the following points from the first post.

Recap of the essential points from the earlier post

The four major findings put forth by the authors:

  1. A strategy of delight doesn’t pay
  2. Satisfaction is not a predictor of loyalty
  3. Customer service interaction tend to drive disloyalty, not loyalty
  4. The key to mitigating disloyalty is reducing customer effort

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Delta Airlines: come migliorare l’esperienza dei passeggeri

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

NOTA AICEX: Delta Airlines è da sempre alla ricerca di nuovi strumenti per rendere unica l’esperienza dei passeggeri. Comodità dei sedili e tecnologia in-house sono gli elementi chiave del processo di miglioramento.

delta

Enhancements to seating and other amenities, along with a key decision to gain control of the “heart and lungs of our technology systems,” will propel Delta Air Lines on its endless path to place the customer and his or her experience above everything else.

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