Tag: customer engagement

7 Trend per capire come aumentare la Retention e gestire la Loyalty

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Social, Media, Mobile

AICEX: A noi piacciono il numero 4 e il numero 5 che riflettono un comportamento sia Sociale, che Economico, che Demografico.

According to 3Cinteractive, 64 percent of brands reported an increase in loyalty program membership over the last year. Loyalty programs are becoming more sophisticated, moving beyond the traditional spend-and-get model, to omnichannel and multichannel programs that recognize customers for every interaction they make with a brand. Smart marketers are capturing and leveraging loyalty data to understand their customers better and market effectively to them.

We’re seeing significant advancements in loyalty as brands seek new ways to add value for customers. Here are the seven biggest trends impacting the loyalty landscape currently. Continua a leggere “7 Trend per capire come aumentare la Retention e gestire la Loyalty” →

McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Digital, Design, UX

AICEX: Questo post mostra in maniera chiara come ogni Touch Point abbia un suo prezzo, o genericamente valore. Fermo restando il principio generale le risultanze possono naturalmente essere diverse se si valutano contesti diversi.

Consumers are willing to pay more for choice in their interactions, yet most companies remain perplexed about which ones their customers really want—and how much to charge for them.

How can companies best engage with their customers to offer them new experiences, along with add-ons to existing products or services they have already paid for? Continua a leggere “McKinsey: Attribuire il giusto prezzo alle interazioni con i clienti” →

Forbes: Vincono i Brand che creano esperienze semplici.

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience, Marketing, Loyalty
 AICEX: La vera complessità è rendere le cose semplici. Questa è la frase attribuita ad Albert Einstein che ci è tornata in mente leggendo questo post.

A hot topic over the past few years has been marketers’ attempt to build better customer experiences. But what does that mean? Does that mean to develop experiences that increase consumer-brand engagement, increasing the amount of time the consumer spends with the brand? Or from a consumer perspective, does it mean making the consumer-brand experience simpler so that the consumer can spend less time engaging with the brand and more time experiencing life?

According to a new global study, marketers need to rethink what a great customer experience is. Many customers desire more seamless, simpler, faster brand engagement. Time is the rarest of commodities brands that give consumers the benefit of more time are being valued. Global brand strategy and experience firm, Siegel+Gale, just completed their seventh annual Global Brand Simplicity Index study, designed to better understand: 1) the impact of simplicity on consumer behavior and firm performance, 2) the brands and industries that create the simplest experiences, and 3) the top brands that use simplicity to drive disruption. The 2017 study, based on an online survey of more than 14,000 respondents across nine countries, ranks 857 brands on their perceived simplicity. Below are some key findings from the study and insight from Margaret Molloy, global CMO and head of business Development for Siegel+Gale.

Key Findings

Continua a leggere “Forbes: Vincono i Brand che creano esperienze semplici.” →

Forbes: L’importanza della Customer Experience nell’epoca della gratificazione istantanea

su da Gian Carlo Mocciin CRM, Customer Service, Customer Neuroscience, Marketing, Loyalty

Shutterstock

AICEX: GESTIRE LE ESPERIENZE DEI CLIENTI NON E’ PIU’ UN LUSSO, MA UNA NECESSITA’ DI BUSINESS.

There is much talk these days about the rise of customer experience. Nearly every service, product or expertise is first hive-minded, Uberized and Yelped, then tweeted with true glee or scorn, ordered hands-free thanks to Alexa, coupon-coded and reviewed to death. Instant vilification kills and instant gratification buoys brands — often quite quickly. Whatever room for error may have existed before our digital nativity, the times have changed.

Moving Into New Digital Ground

As customers, being jerked around by telecoms, car rental companies and airlines is passé. Last month, after an Avis rental problem was poorly handled, I did some Google research and reached out to a customer service executive. I had a callback and refund within 24 hours. A Delta kosher meal debacle in the spring was quickly solved with gift cards to our mailbox. No-questions-asked refunds (think Trader Joe’s and Amazon) have now become the norm.

Continua a leggere “Forbes: L’importanza della Customer Experience nell’epoca della gratificazione istantanea” →