Tag: brand

Perchè una Banca Online dovrebbe avere filiali fisiche ? (CheBanca! case study)

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

AICEX : Interessante connubio tra Virtuale e Reale

Why would a digital bank have branches? (CheBanca! case study) – by Chris Skinner

I just visited with Roberto Ferrari at CheBanca! in Italy.  For those who don’t know CheBanca!, it is the digital first bank launched in 2008 by Mediobanca.  Mediobanca provides merchant bank services in Italy and had never had a retail bank before.  Therefore, it made sense in the post-meltdown digital age to implement a fintech bank fit for Italy, andCheBanca! claims to be that bank.  You can find out more here.

Anyways, being a digital first bank does not mean being a digital only bank, and Roberto took great pride in showing me his branch.

IMG_3608

I know, it doesn’t look like much, but wait till you get inside

A digital bank with a branch?  Yep.  CheBanca! has launched almost 50 of them so far, with more to follow.  This has proven critical in getting trust and deposits, with the main aim of achieving three things that digital only does not achieve:

  1. Trust
  2. Brand
  3. Service

These three things are harder to achieve when you are unseen, unproven and unknown, although some are bound to disagree.  However, Roberto and his team gave me some interesting statistics that may back up this claim.

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Creare una “Luxury-Brand Image” in un Mondo Digitale

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

NOTA AICEX: Lettura interessante con risvolti anche su altri mercati

“Building a Luxury-Brand Image” in a Digital World | INSEAD

AUGUST 22, 2014 BY

Luxury Managers often see #DigitalMedia, as a threat, worrying that mass appeal will take power away from the #Brand. But digital channels offer powerful connections with customers and closer integration with their ecosystems.

“Hermès has no desire to become “masstige” (a mass producer of prestige goods) said the company’s CEO Patrick Thomas in 2009, despite two-year waiting lists for its famous Birkin or Kelly handbags at the time. The luxury brand maintained that it did not want to dilute the brand image and compromise on quality in the interest of short-term profits…

Such a dilemma is par for the course in Luxury and is also applicable to the digital presence of the companies in the industry: How to maintain demand and a big customer base while remaining exclusive? This is all the more important as #DigitalChannels, “expose” brands regardless of whether they want to or not, through the hundreds of thousands of press articles, comments and pictures that are posted daily about #LuxuryBrands…If Brands do not embrace digital media, they risk being shut out of conversations about their products..

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2015 CX Summit: Le lezioni chiave

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

CX Summit

AICEX : da leggere per chi non è potuto andare all’evento. 

Posted by Joanne Morrison

What’s the difference between a customer experience leader and a customer experience practitioner? According to Glen Drummond, Chief Innovation Officer at Quarry and Customer Experience Strategies Summit Conference Chair, the difference isn’t determined by your title but in whether you think you’re laying bricks or building a cathedral. In other words, are you focused on day-to-day activities or are you working toward a grand vision?

The Customer Experience Strategies Summit held March 25-26 in Toronto, Canada was all about the grand vision for customer experience.

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Il clienti valgono piú del brand?

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

W150409_HANSSENS_DECLININGVALUE-1

AICEX:  Interessante punto di vista per capire come bilanciare gli investimenti sul brand con quelli sui Clienti – 

The value of “brand” is declining. The value of “customer relationships” is increasing.

That chart above is from here, and here’s the methodology behind it:

To find out which school of thought is more accurate, we looked at the value of brands and customer relationships as revealed by M&A data covering over 6,000 mergers and acquisitions worldwide between 2003 and 2013. The beauty of M&A for examining valuation trends is that M&As reveal the dollar valuations of all assets at the time of the acquisition. Upon acquiring a business, companies have to value the different assets they acquired for their accounts and balance sheet in accordance with accounting and reporting standards. These valuations include – among other assets – brands (trademarks) and customer relationships.

This graph, based on data from the MARKABLES database, represents brand and customer relationship valuations as a percent of total enterprise value. The percentages come from fair value assessments done by purchase price allocation experts according to established accounting standards.

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