The Washington Post: Usa il Design Thinking per deliziare i Clienti

AICEX: UX, DX, CX, Design, … tutta una stessa famiglia ..
For better than a decade, managers have been taught that focusing on the customer provides a sure path to success. Initiatives such as “voice of the customer” and tools such as “net promoter score” have helped us to better manage these all-important relationships. But what do you do when you hit a plateau, chasing ever smaller niches with ever expanding offerings that yield less and less?

Increasingly, companies that excel at serving customers are turning to unique approaches to find value propositions that continue to move the needle. Intuit, a leader in the development of personal and small-business software, is one such company. It is at the forefront of using design thinking to inspire innovation that delights customers.

Since Intuit’s inception, founder Scott Cook emphasized creating products that were easy for customers to use. Despite this, the company began to observe a narrowing gap between competitors’ product performance and their own offerings. Sensing an opportunity, former chief executive Steve Bennett pulled together a small team of several senior operating managers, their chief strategy officer, and Kaaren Hanson, Intuit’s design innovation head, to address the question of what was next. What lay beyond ease?

The team’s answer was delight, and they identified design thinking as an important strategy for getting there. Design thinking’s ability to uncover customers’ unarticulated needs and its processes for testing potential success with small inexpensive experiments provided the framework they needed. The team ultimately focused on three core design principles: “customer empathy,” “go broad before narrow” and “rapid experimentation.”

Ecco perchè la misura della Satisfaction dipende dalla Satisfaction

In the business world, the strength of a metric lies in — not only how accurate it is — but also the extent to which it helps drives change and action. The world of customer experience is no exception, where the metrics discussion has become a tried and true pastime.

But there is no perfect metric. So instead of endlessly searching for one, we should start by considering the circumstances affecting our business, and the goals we want to achieve. Once we’re armed with that perspective, we can make an informed choice about which metrics to use, and make sure the metrics themselves are not getting in our way.

This was highlighted by a recent discovery made by our research team when we were asked the question:

From a statistical standpoint, which will do a better job of revealing insights: a mean score, NPS or Top2Box?

Continue reading “Ecco perchè la misura della Satisfaction dipende dalla Satisfaction”

32 Modi per misurare la Customer Experience


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There’s a lot to measure in the customer experience.  There’s also many ways to collect the measurements.
While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience.
It includes a cross section of the four types of analytics data to collect, with an emphasis on collecting customer attitudes via surveys.

Attitudes & Affect

Customer Satisfaction: Survey your customers at key touchpoints using a simple Likert scale. Ask overall customer satisfaction (usually about the brand) and lower level satisfaction (usually specific to the touchpoint) such as the purchase or service experience. Include key attributes; for example, quality, speed, cost, and functionality.

Brand attitude: Measure affinity, association, and recall in a branding survey.

Loyalty: Use a repurchase matrix to measure the likelihood to repurchase and Net Promoter Score for likelihood to recommend.

Brand lift: Measure attitudes before and after participants are exposed to a stimulus.

Customer Attributes

Customer lifetime value: Not all customers are created equal (in terms of profitability at least!). Measure the revenue, frequency, and duration of purchases by customer and subtract the acquisition and maintenance cost by customer.

Who your customers are: Conduct a True Intent or Voice of Customer Survey (VoC) study by recruiting directly off your websites or emailing current customers and use a segmentation analysis.

Customer expectations: Ask expectations qualitatively in a usability study or quantitatively in a survey. Consider having an independent group rate expectations and another group rate the experience. Customers want to be consistent and will be affected by the memory of their expectation ratings; with two independent groups, you know you’re getting more accurate results.

The things customers do the most: Run a top tasks analysis by having a qualified sample pick their top five features in any website or application. This works really well and is easy to conduct.

What delights customers: Consider the Kano Method by asking customers how they’d feel if a feature was included and how they’d feel if it wasn’t included.

Continue reading “32 Modi per misurare la Customer Experience”