McKinsey: come sviluppare la visione della customer experience

AICEX: In questo articolo si evidenziano due temi chiave per avere successo nelle iniziative di customer experience, individuare e gestire ciò che i clienti vogliono davvero (anche se talvolta non lo sanno con precisione), e coinvolgere i dipendenti, soprattutto quelli che con i clienti interagiscono direttamente. Nulla di nuovo sotto al sole, ma allora perché è così difficile avere davvero successo?

A successful customer experience strategy starts with an aspiration centered on what matters to customers and empowering frontline workers to deliver.

Almost every successful company recognizes that it is in the customer-experience business. Organizations committed to this principle are as diverse as the online retail giant Amazon; The Walt Disney Company, from its earliest days operating in a small California studio; and the US Air Force, which uses an exotic B2B-like interface to provide close air support for ground troops under fire. Conversely, companies that are not attuned to a customer-driven marketplace are remarkably easy to spot. Consider the traditional US taxi industry, which is facing significant new competition from the likes of Lyft and Uber. Customer-service standouts clearly understand that this is central to their success as businesses.

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I Brand sono come le persone, ce ne sono tanti!

emotions-customer-experience

AICEX: Le Emozioni ci consentono di capire perchè si sceglie un Brand piuttosto che un altro. E fanno la differenza nel caso di prodotti e servizi soggetti a “commoditization”.

Brands are like people – there are many of them.

Just like people, few are liked or trusted. And among those, even fewer are able to transcend emotional barriers. So just like successful people – successful brands are able to capitalize on different customer motivators and cater directly to them.

These motivators can include the desire to “be different”, “caring about the environment”, or “enjoying a sense of stability”. Identifying the right motivator may be difficult – because not only do these connections have to be created, customers themselves may not be consciously aware of them.

Reaching emotional connections in the customer experience

Millenials and Generation Z consumers place their feelings at the forefront during purchase decisions, more so than consumers of previous generations. In fact, all types of brands – from cat food to SaaS software are able to capitalize on this new type of consumer, transferring emotional connections to the customer experience.

So when a brand promises us to stand out from the crowd, offers to bring order and predictability to our lives – these triggers could make us gravitate towards that brand.

One way of pinpointing these triggers is to understand customer personas. For example, Jack, 30 is tech-savvy and is able to start using a product after watching one or two video tutorials. Mary, 50 prefers to talk with a person over a screen-sharing session instead. Understanding customer personas is the first step to understanding inner drivers that shape our decision making process.

The seconds step is to group customers according to their value system:

  • Do they seek to be different vs. belong to a group?
  • Do they want to experience freedom vs. to feel in control?
  • Do they enjoy a sense of thrill vs. tranquility?
  • Do they care about the environment vs. themselves?
  • Do they consider a successful life as a result of risk taking vs. security?

Sharing customer knowledge across departments, taking notes during customer interactions and using customer community tools during the customer journey is a fool-proof way to increase customer value and maximize ROI with minimal risk.

A study by HBR revealed that emotionally connected customers are 25-100% more valuable than just highly satisfied customers. Not all brands are able to connect their strong brand images to strong emotional connections:

customer-expectations

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Una guida alla Customer Experience

NOTA AICEX: non sempre tutti conoscono la CX in ogni suo dettaglio. Vediamo insieme quali sono i principi di base.

We’re often asked to help people who have recently taken on new responsibilities in customer experience (which is commonly abbreviated as CX). Since it’s important for anyone in the field to understand the core principles of CX, I’ve put together this post and called it “CX for Smarties.” Anyone who cares enough about CX to read this post is not a dummy.

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