Categoria: ROI, NPS, VOC, KPIs

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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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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