Categoria: Marketing, Loyalty

Perché usiamo le survey per misurare la loyalty?

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

Nota Aicex: le survey sono diventate ormai di uso comune in tutti i business. Quali sono le metriche per misurare la fedeltà dei clienti? Perché si usano le survey invece di altri strumenti? 

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Customer loyalty is the leading indicator of business growth. As such, companies track objective measures of customer loyalty to help them monitor the health of the customer relationship. Some objective customer loyalty metrics are:

  • Customer retention/defection rates
  • New customer growth
  • Average revenue per user (ARPU)

Despite the existence of these (and other) objective metrics of customer loyalty, customer relationship surveys remain a frequently used way to assess customer loyalty. Measures of customer loyalty typically take the form of questions that ask the customer to indicate his or her likelihood of engaging in specific types of behaviors, those deemed important to the company/brand. For each objective loyalty metric above, we have a corresponding customer loyalty question:

  • How likely are you to switch providers in the next 12 months?
  • How likely are you to recommend <Company> to your friends/colleagues?
  • How likely are you to buy different/additional products from <Company>?

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L’IT è indispensabile per una buona CX ?

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

NOTA AICEX: La tecnologia aiuta le persone, ma sono le persone che fanno la differenza nella Customer Experience !

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Does Customer Experience require information technology?  Allow me to rephrase this question, is it necessary to purchase-configure-operate an arsenal of information technologies to improve the Customer Experience?

Which is my way of asking, if it is necessary to turn Customer Experience as a business philosophy and/or value proposition into CRM: an information technology?

It occurs to me that it is mistake to collapse information technology and Customer Experience together – to make the kind of mistake that was made with CRM.  I say that your organisation can impact-improve the Customer Experience in many ways that do not require information technology.   Where is my proof? Let’s start with my recent experience.

Why Didn’t I Buy From Two Well Known Retail Brands? Continua a leggere “L’IT è indispensabile per una buona CX ?” →

La Loyalty nel settore assicurativo. Il prezzo non basta!

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

In recent years, the consumer insurance market has changed out of all recognition. New channels such as the internet have transformed the landscape. Indeed, according to theFinancial Conduct Authority, almost half of all internet users have researched motor insurance on price comparison websites, with 4 out of 5 of them going on to buy policies through them.
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Customer loyalty is a thing of the past and this is impacting the insurer’s bottom line. Asreported by the Financial Times, in the last 19 consecutive years the UK motor insurance industry has failed to turn an underwriting profit. For every £1 earned through premiums, insurers are paying out £1.08 in claims and expenses.

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Smettetela di deliziare i vostri clienti

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

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NOTA AICEX: deliziare i propri clienti sta diventando sempre più comune. I clienti ci giudicano davvero sulla base del nostro servizio “over the top”? Oppure si lamentano solo quando succede qualcosa di negativo?

The idea that companies must “delight” their customers has become so entrenched that managers rarely examine it. But ask yourself this: How often does someone patronize a company specifically because of its over-the-top service? You can probably think of a few examples, such as the traveler who makes a point of returning to a hotel that has a particularly attentive staff. But you probably can’t come up with many.

Now ask yourself: How often do consumers cut companies loose because of terrible service? All the time. They exact revenge on airlines that lose their bags, cable providers whose technicians keep them waiting, cellular companies whose reps put them on permanent hold, and dry cleaners who don’t understand what “rush order” means.

Continua a leggere “Smettetela di deliziare i vostri clienti” →