Tag: customer engagement

Come bilanciare il Customer Service tra Human e Digital

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

Digital and Human Customer Support

AICEX: ci piace l’esempio dell’automotive. Perchè andare in concessionaria quando ancora non ho deciso di comprare l’auto?

The more we adopt self managed, digital channels which optimise our expectations for ‘always there’, real time delivery, we are also rediscovering the expectation for human engagement when it matters. We are complex in our needs and so customer relationships are tricky in terms of striking the right balance.

Therefore effective omni-channel design is an engagement experience that works in any given customer situation. Here’s one example.

Even though John Lewis is recognised for their online successes, they still keep their eyes focussed on what matters to their customers. For instance, online sales grew by 17% in their latest financial year, with m-commerce up by 34%. However they also spotted that their online sales go up in areas where they open a new shop. This is how John Lewis chairman Sir Charlie Mayfield explained the effect.

“Our results were very much a result of the effective combination of shops and online, demonstrated by the fact that more than three-quarters of our customers made a purchase from one of our shops,” Continua a leggere “Come bilanciare il Customer Service tra Human e Digital” →

Forbes: Co-Creating The Customer Experience

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

AICEX Certo non possiamo poi aspettarci i wow factors ma la cocreazione ha sempre il suo fascino, e agisce fortemente sull’engagement e la loyalty.

by Micah Solomon , CONTRIBUTOR

More and more, in my consulting work with companies and brands, we end up co-creating customer service and customer experience solutions together with the company’s actual customers. While co-creation is no substitute for improving the customer service provided directly by your staff, nor for innovative leadership efforts to improve the customer experience, it has a value that is growing quickly and should not be overlooked.

Even, as we’ll see below, in creating better solutions for adults suffering from incontinence.

Co-creating support solutions

Customer support is often now a co-creation in a way that my friend JD Peterson, formerly of Zendesk and now SVP of Marketing for Scripted.com, calls “unsourcing”: your customer support isn’t outsourced, or “insourced, it’s unsourced: for example, if your Macbook Pro screen is flickering [hold that hatemail, fellow fanboys: I know this is an unlikely scenario], do you call Apple? Maybe, but I’ll bet you first do a search online to find out what Macrumors and the kid in the basement next door or half a world away have to say about a solution. Similarly, when I recently spoke with Google on the improvements they’ve made to their Adwords support, they gave emphasis not just to how they have improved one to one support, but also how much emphasis they put on their crowdsourcing support tools.

Continua a leggere “Forbes: Co-Creating The Customer Experience” →

Forbes: La relazione tra Marketing ed Engagement nella Customer Journey

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

Brian Walker , CONTRIBUTOR

It’s clear to those of us who live at the intersection of technology and customer relationships that customers have radically changed the way they interact with brands. Traditional CRM tools are no longer sufficient because it’s not about managing customer relationships anymore—it’s about creating and optimizing engagement across a vast range of digital touchpoints.

For marketers, the upsides of the new customer journey are huge, but so are the challenges. Like it or not, brands and marketing teams need to rethink everything and begin utilizing resources that are better at facilitating and strengthening connections across a constantly growing list of engagement opportunities.

Continua a leggere “Forbes: La relazione tra Marketing ed Engagement nella Customer Journey” →

Big data e Voice of Customer

su da Gian Carlo Mocciin Customer ExperienceLascia un commento
NOTA AICEX: il forte legame tra Big data e Voice of Customer e la visione top-down versus bottom-up

Talk of Big Data is everywhere, but it is increasingly moving beyond the hype cycle to deliver real results to businesses. To start with, let’s define what Big Data actually is, given there are multiple descriptions in the market. According to Gartner, Big Data is “high volume, high velocity, and/or high variety information assets that require new forms of processing to enable enhanced decision making, insight discovery and process optimisation”.

Continua a leggere “Big data e Voice of Customer” →