Tag: customer engagement

Leggi la mia mente: usare gli analytics per migliorare la customer experience

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

NOTA AICEX Si parla tanto di Big Data e del loro impatto sul customer engagement: si tratta solo di capire come immagazzinare informazioni sui clienti oppure di focalizzarsi su analisi che consentano di trasformarli in insight azionabili? Le aziende che hanno compreso quale miniera di informazioni i Big Data contengano e li usano per comprendere e prevedere il comportamento dei loro clienti, si trovano ad avere un vantaggio competitivo non indifferente. Ciò che molti chiamano: Customer Intelligence.

 

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Image Courtesy : Wikimedia Commons

There has been a lot of hype around Big Data and its implication for customer engagement. At the same time, more and more organisations are realising the need to go beyond mere storage of data, and focus on analysis which transforms it into actionable insights. Big corporations like Amazon and Google are already on the forefront of combining Big Data with business analytics to understand customer behaviour more effectively and tailor product offerings accordingly.

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Consigli per migliorare il Customer Engagement

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

Nota AICEX: alcune idee su come migliorare ed incrementare il customer engagement, senza trascurare la user experience.

Customer engagement is a term that is tossed around frequently in marketing circles. I am finding out that even though many of us are using it in daily conversation, there is an element of confusion. This phrase has become more buzz-term friendly than user friendly. Let’s clear up the confusion, shall we?

The goal of this article is to not provide a comprehensive guideline to create customer engagement. However, it will provide some simple basics that will jumpstart your thought process and point you in the right direction to increase your customer engagement.

• Provide A Clear Customer Path: Think about where your brand is coming in contact with the customer. Consider how this is happening as well as all the touch points along the customer path. Keep in mind, there many be channel hops and places where the brand is not displaying your message consistently along the path. Many times this causes the customer to click away from your brand.

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Come misurare al meglio la felicità dei clienti

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

NOTA AICEX: l’indicatore NPS è ampiamente utilizzato da tante aziende per misurare la soddisfazione dei loro clienti. Ci ricordiamo ancora i vecchi metodi? 

Customer service was simpler in the era before big box chains and online shopping. Back then, to delight his clients, a business owner simply needed to offer fair prices, convenient hours and honest advice. To really make an impression, he might deliver a customer’s purchases to his home or ask the shopper about her children. He probably knew most of the families he served.

Best of all, business owners had an excellent, instant measure of success: A customer’s smiling face.

Many transactions today involve very little human contact. Consumers can buy just about anything they want on their phones (after browsing online reviews and price comparison sites first, of course) while waiting in line for their morning coffee. And if a customer doesn’t like her latte, she may just dash off a complaint to the store’s Twitter feed instead of telling the barista. Or when shopping, if she’s not sure how a dress fits, rather than seeking honest advice from a sales clerk, she might post a photo on Instagram to get input from her friends.

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Imparare la Customer Experience dal barbiere

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

Nota AICEX: cosa ci può insegnare un barbiere sulla Customer Experience? Ben più di quanto si possa pensare.

 

“A hair in the head is worth two in the brush.” – Oliver Herford

Customer Experience lessons from a Barber

 

Great customer experience can come from anywhere. A barber shop would seem an unlikely place to collect business wisdom yet how is it that most of the times a barber shop in the same exact location and circumstances, offering the same commodity service with the same quality but with pricing so different from the local competition does better business than the others. What makes that barber UNIQUE is his ability to identify, predict and personalize. You might think cutting hair is a low-involvement affair but the fact is that your barber builds a relationship and personalizes the experience. Therefore barbers can teach businesses a thing or two about improving their customer experience.

Here are the top lessons to learn from a barber for a better customer experience –

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