Quale è il valore dei dati CXM?

AICEX: il CXM può generare tanti dati, ma quale è il vero valore? – 

Customer experience management (CEM) programs can generate a lot of data. The value of these data is based on their utility to improve the customer experience and the overall quality of the customer relationship. Companies, to be successful need to effectively organize and analyze these large data sets as well as disseminate resulting information to the employees (from senior management to front-line employees) who need insights to deliver a better customer experience. Understanding, aggregating and analyzing customer feedback data starts with a business model. Because of the nature of the data is customer-related, this business model needs to be customer-centric. This business model will help guide data analysis and will, ultimately, lead to business decisions that are customer-centric.

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Mantenere una promessa vale ben di più che eccedere le aspettative

NOTA AICEX: secondo recenti studi, eccedere nel mantenere una promessa non ha un valore superiore per il cliente. Mantenerla è già sufficiente per ottenere la sua fedeltà.

Promise

You better think twice before breaking that promise — or exceeding it.

New research from the University of Chicago Booth School of Business finds that exceeding a promise isn’t viewed any more highly than keeping a promise.

“I think there are two implications to keep in mind, both in our professional and personal lives. First, maintaining good relations with other people does not require a superhuman effort. Do what you promise you’ll do, and people are grateful,” says Nicholas Epley, John Templeton Keller Professor of Behavioral Science at Chicago Booth. “You don’t need to be Superman and go above and beyond your promises in order to be appreciated by other people.

“Second, if you do put in the superhuman effort to do more than you promised, don’t get angry when other people don’t seem to appreciate the extra work you put in. They’re not inherently ungrateful or unappreciative — they’re only human.”

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