Categoria: Marketing, Loyalty

Perché Steve Jobs non ascoltava i suoi clienti ?

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

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

—Steve Jobs

This quote became legendary as one of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered by so many because of the bold implications that Jobs makes about customer feedback.

Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree with Steve Jobs’ sentiments.

Today we are going to look at a few split opinions on the quote, comparing the merits of focusing on internal innovation versus the insights to be gained from customer feedback. Continua a leggere “Perché Steve Jobs non ascoltava i suoi clienti ?” →

Cosa ci insegna Bruce Springsteen sulla Customer Experience?

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

Bruce live at Aaron's Ampitheater in Atlanta on April 26, 2014.

NOTA AICEX: chi non conosce il detto “Costa meno mantenere  i clienti esistenti che acquisirne di nuovi”? Sembrerebbe non sia solo una questione di costi ma anche di “share of wallet”: i clienti esistenti consentono di accrescere il business molto di più dei nuovi clienti. Resta da chiedersi come mai le aziende insistano nello spendere tempo e risorse nella ricerca “del cliente in più”. Bruce Springsteen ci dà qualche dritta…

One of universal truths is that it’s easier to grow your business organically with existing customers than to constantly acquire new customers. Everyone seems to know this. But most companies still spend the majority of their time and resources generating new business.

When I used to work in the advertising world, we called new business, “the lifeblood of the agency”. Working on existing client accounts was considered boring. It was all about the thrill of the pitch.  That’s where the best talent and the best thinking was focused.

But, the reality is that it’s easier and cheaper to get more business from your current customers than to constantly chase new customers. Continua a leggere “Cosa ci insegna Bruce Springsteen sulla Customer Experience?” →