Categoria: Marketing, Loyalty

Business Linkage Analysis: di cosa si tratta?

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

NOTA AICEX: la Business Linkage Analysis consente di combinare differenti sorgenti di dat i per scoprire importanti relazioni tra le diverse variabili coinvolte. Vediamo come funziona con le metriche di customer feedback.

Customer feedback professionals are asked to demonstrate the value of their customer feedback programs. They are asked: Does the customer feedback program measure attitudes that are related to real customer behavior? How do we set operational goals to ensure we maximize customer satisfaction? Are the customer feedback metrics predictive of our future financial performance and business growth? Do customers who report higher loyalty spend more than customers who report lower levels of loyalty? To answer these questions, companies look to a process called business linkage analysis.

Voc operational linkage effect

Business Linkage Analysis is the process of combining different sources of data (e.g., customer, employee, partner, financial, and operational) to uncover important relationships among important variables (e.g., call handle time and customer satisfaction). For our context, linkage analysis will refer to the linking of other data sources to customer feedback metrics (e.g., customer satisfaction, customer loyalty).

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I tuoi clienti o i tuoi migliori amici?

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

NOTA AICEX: quale è il rapporto tra azienda e clienti? Secondo una ricerca è importante per i clienti che le aziende comunichino con loro. Il modo in cui un brand comunica con i propri clienti è alla base della costruzione di una buona relazione e di una forte personalizzazione del servizio.

How many best friends do you have among your customers? Do your customers consider your company to be among their best friends? If the answer to these questions is no, then it might be time to make some changes.

According to recent research from Silverpop, you don’t have to invite your customers out for dinner or send them holiday cards, although this might help. All you have to do is communicate with them. The research found that how a brand corresponds with its customers is at the heart of relationship building — and personalization is a business’ best tool

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La tradizionale Customer Loyalty è morta?

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

Nota AICEX: che fine ha fatto la tradizionale Customer Loyalty? Esiste ancora oppure è stata soppiantata dalla Customer Experience?

traditional-loyalty-dead

An older version of customer loyalty is dead, according to Emily Collins, Analyst, Forrester Research.

During her session, “Leverage Loyalty Beyond the Program,” at Forrester’s Forum for Customer Experience Professionals East last month in New York City, Collins espoused that theory.

“Loyalty owned and ruled by points and discounts is dead,” Collins said. “Long live elevated loyalty strategies that focus on creating great relationships with customers through things like recognition, relevancy, emotion, and engagement.”

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Migliorare la customer experience attraverso la responsabilizzazione dei dipendenti

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

NOTA AICEX: il miglioramento della customer experience in ogni azienda passa necessariamente attraverso miglioramento della responsabilizzazione dei dipendenti. Prima di tutto è però necessario comprendere l’attuale livello di empowerment cercando di comprendere se e come i dipendenti si sentano responsabilizzati in termini di CX.

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I read an article last week on employee empowerment by Annette Franz. She reflected on the merits of employee empowerment and also provided excellent examples of how employers can improve the customer experience by empowering their employees; she sites examples from the likes of Ritz-Carlton, Hyatt and Diamond Resorts, to name a few. Before employers institute ways to improve employee empowerment, however, they need to understand the level of empowerment their employees currently experience. How do employers know if their employees feel empowered? An effective way is to simply ask them.

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