Tag: customer experience management

Le vendite non sono mai emozionali?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience

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AICEX SUMMARY: Ever wonder why your friend stayed with her/his spouse? You’ll never understand. But it’s not irrational to him or her; it meets a need of some sort.

Imagine if instead of believing that unexpected decisions are emotional, we assume they have a very specific reason, even if we don’t understand or agree. Then what? Is it just easier to believe the other person to be irrational?Historically, when we don’t understand the roots of something we assume there is an emotional component, with the underlying belief being that there is something ‘not quite right’ with the person experiencing what is outside our comfort zone.

BUYER’S PURCHASES MUST COMPLY WITH THEIR SYSTEM

Because buyers take actions that sellers regularly believe to be ‘irrational’, we say that they are either ‘stupid’ or making an ’emotional’ decision. Neuroscientists calls these decisions irrational or emotional as well. But we – sellers and neuroscientists – are rather biased: we see a problem, believe we know the solution, and consider our solution to be the best because it’s the most rational.

We forget that every person, every group or family, every system if you will, has a very unique and idiosyncratic set of beliefs and criteria that determine their choices. And what may look irrational from the outside is very very rational on the inside, even if sometimes unconscious.

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CX Technology e CX Management

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Digital, Design, UX, Marketing, Loyalty, ROI, NPS, VOC, KPIsLascia un commento

customer experience technology

 

 

 

 

 

 

 

 

AICEX: La Tecnologia è “solo” uno strumento per le attività di Customer Experience Management. E come tutti gli strumenti lo si deve utilizzare al meglio.

You’re a customer, so you’re a perfect judge of logic when it comes to the ways companies are trying to get ahead with customers. First of all, let’s face it: when you buy something you want it to be easy to get, function flawlessly, and allow you to move forward in your life or business. That encapsulates what customer experience management is all about: companies that can make it easier and nicer to get what you need in life/business are the companies you’ll say good things about and come back to. If you agree that this is your outlook on being a customer, then we’ve got a good foundation for properly defining the role of technology in customer experience management (CEM).

CRM – Customer Relationship Management

As a customer you hope you don’t have to repeat your story every time you interact with a company. Just like in personal relationships, you expect to be valuable enough to the other party that they remember what you did together before, so that they might anticipate what would be appropriate going forward.

CEM Lessons:

  • CRM as a technology is a tool to nurture relationships that anticipate what a customer would appreciate, in the right way, at the right time. (Not a self-serving tool to push unwanted stuff with contrived urgency, essentially eroding rather than nurturing the customer relationship.)
  • Use Marketing Automation and Sales Intelligence tools to prompt proactive outreach to customers in ways they’ll view as valuable to them at the right time in the right way.
  • Use a Customer Data Warehouse to integrate all the sources of information about a customer and to create a real-time single view of the customer that’s accessible to back-office as well as front-line professionals who play a role in managing the customer relationship.
  • Use all these tools to involve other functional areas across the company in gaining an accurate picture of customers’ needs, so that they can make sure their processes, policies, and handoffs help strengthen customer relationships.

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Quale è il valore dei dati CXM?

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

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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