Forse ti fidi troppo delle survey?

AICEX: Fare investimenti e prendere decisioni basandosi solo su quello che dichiarano i clienti è abbastanza pericoloso. In linea generale bisognerebbe verificare con dati oggettivi se quello che le persone fanno corrisponde a ciò che dichiarano di aver fatto, di fare, e di voler fare.

At our MarTech Conference this week, Amos Budde, VP of applied data science at Civis Analytics, discussed the importance of data credibility and the ways it powers marketing decision making.

Data is at the foundation of our digital marketing efforts, but it is often faulty – and many marketers don’t think twice about it. Budde offered key points for marketers to consider when applying metrics to a marketing strategy in order to avoid setbacks and erroneous outcomes.

Don’t trust people’s reasoning
Budde addressed the faultiness of human reasoning, stating that most people are apt to respond based on their current circumstances and immediate sentiment. Continua a leggere “Forse ti fidi troppo delle survey?”

Ecco alcuni KPI migliori dell’NPS

numbers CX KPIs

AICEX: Negli ultimi tempi l’NPS sta subendo diverse critiche, ma si tratta di uno strumento e tutto dipende dal suo utilizzo. Avere consapevolezza dei suoi punti di forza e dei suoi limiti aiuta certamente a valorizzarne l’utilizzo. In questo articolo ci sono diversi KPI molto validi da affiancare alla misurazione dell’NPS.

Measuring customer experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

Heart of the Customer has identified ten metrics and measurements you need to focus on to show the strategic value of your customer experience. You may already track some of these, and if so, you’re ahead of your peers.

We’ve broken them into three categories: business KPIs, employee-rated items, and survey scores. Not all will make sense for every company, but most will provide much better information on your current customer experience than just an NPS number. First we’ll focus on business KPIs, then we’ll analyse the others.

Continua a leggere “Ecco alcuni KPI migliori dell’NPS”

McKinsey: come sviluppare la visione della customer experience

AICEX: In questo articolo si evidenziano due temi chiave per avere successo nelle iniziative di customer experience, individuare e gestire ciò che i clienti vogliono davvero (anche se talvolta non lo sanno con precisione), e coinvolgere i dipendenti, soprattutto quelli che con i clienti interagiscono direttamente. Nulla di nuovo sotto al sole, ma allora perché è così difficile avere davvero successo?

A successful customer experience strategy starts with an aspiration centered on what matters to customers and empowering frontline workers to deliver.

Almost every successful company recognizes that it is in the customer-experience business. Organizations committed to this principle are as diverse as the online retail giant Amazon; The Walt Disney Company, from its earliest days operating in a small California studio; and the US Air Force, which uses an exotic B2B-like interface to provide close air support for ground troops under fire. Conversely, companies that are not attuned to a customer-driven marketplace are remarkably easy to spot. Consider the traditional US taxi industry, which is facing significant new competition from the likes of Lyft and Uber. Customer-service standouts clearly understand that this is central to their success as businesses.

Continua a leggere “McKinsey: come sviluppare la visione della customer experience”