Tag: big data

NPS: è tutto oro quello che luccica?

su da Gian Carlo Mocciin Customer Experience, ROI, NPS, VOC, KPIsLascia un commento

NOTA AICEX: parliamo spesso di NPS come KPI, ma è davvero tutto oro quello che luccica?

One of the first few questions that organisations ask on adopting NPS is “should they set NPS as a KPI?”  While the intention could be right to ensure that the team is serious about NPS, it is equally important to ensure that the program has reached the maturity level of adopting NPS as a KPI. Do it too early and it will face a lot of resistance from the team. Do it too late and the program loses its value.

NPS

A few pointers to keep in mind while you are on the NPS journey.

“We are in it with you”. The company should give out a clear message to its employees. Imagine the detractors reaching out to your front line employees. When they voice their concern, then other than acknowledging it if your team is clueless on the next steps it will only lead to repeat complains and further customer dissatisfaction. With no defined system in place the frontline feels helpless and this effects their morale. Any organisation would definitely not want to get in this vicious cycle of unhappy employees and customers. The solution here is to define a process for handling customer issues and equipping the team with the right tools to collect customer feedback, analyse this data and take necessary action to address these issues. The employees should get the message that the company is in it as much as the team and willing to equip them with the right processes and tools.

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Compagnie aeree: come sfruttare al meglio i Big Data per migliorare l’esperienza

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

Delta Air Lines in-flight experience

Big Data is something we hear a lot about in the travel sector. As airlines face increasing pressure from travellers to improve the standards of air travel and create a more personal experience, while at the same time being tasked with finding new ways of generating revenue, Big Data is widely seen as an ideal solution to help deliver on all fronts.

The actual concept of Big Data ­– essentially taking a large amount of disparate, structured and unstructured data from various sources and turning it into something of real value – is now generally well understood, but working out how best to apply it to an operational airline is perhaps not quite as straightforward.

“Airlines are really starting to believe in Big Data and its benefits,” said Dermot O’Connor, Co-Founder & Vice President Engineering at Boxever, a company dedicated to helping the travel sector make the most of the masses of data it has access to. The key, he said, is “to understand the customer and to get a single view of them” by making use of existing data from a variety of channels, including things like web, mobile, apps and kiosks. “Lots of airlines and travel companies have disparate data across four or five databases,” he explained, so the benefit lies in bringing this together to help build a more detailed, individual profile of each passenger.

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La nuova scienza del data-driven marketing

su da Gian Carlo Mocciin Marketing, Loyalty, OtherLascia un commento

Nota Aicex: i big data sono parte integrante delle attività di marketing di molte aziende. Dopo aver capito i vantaggi ad essi connessi, le aziende sono ora pronte ad incorporarne l’uso nelle loro strategie e trasformare il marketing in data-driven.

Big data is now an integral part of most marketing executives’ vocabulary. After realizing the advantages data can provide, forward- thinking marketers are embracing big data and quickly incorporating its use into their strategies. This shift towards big data is rapidly evolving our industry from traditional marketing to a more advanced world of data-driven marketing.

In this new world of data-driven marketing, data should be looked at as a means to enhance and improve communication with customers across a number of channels, rather than just as a group of static facts. Data-driven marketing encompasses a breadth of marketing channels, including: direct mail, email, online, addressable media, omnichannel, display advertising and any form of marketing where the customer can be identified and directly (or even indirectly) contacted.

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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 !

Embed from Getty Images

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 ?” →