Tag: Customer Experience

32 Modi per misurare la Customer Experience

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIs

 

  • AICEX: una interessante panoramica che può dare diversi spunti. Aggiungiamo due KPI:
  • 33th: https://www.forrester.com/CX-Index/-/E-MPL191
  • 34th: http://www.bcg.com/expertise/institutes/center-customer-insight/proprietary-tools-brand-advocacy-index.aspx

There’s a lot to measure in the customer experience.  There’s also many ways to collect the measurements.
While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience.
It includes a cross section of the four types of analytics data to collect, with an emphasis on collecting customer attitudes via surveys.

Attitudes & Affect

Customer Satisfaction: Survey your customers at key touchpoints using a simple Likert scale. Ask overall customer satisfaction (usually about the brand) and lower level satisfaction (usually specific to the touchpoint) such as the purchase or service experience. Include key attributes; for example, quality, speed, cost, and functionality.

Brand attitude: Measure affinity, association, and recall in a branding survey.

Loyalty: Use a repurchase matrix to measure the likelihood to repurchase and Net Promoter Score for likelihood to recommend.

Brand lift: Measure attitudes before and after participants are exposed to a stimulus.

Customer Attributes

Customer lifetime value: Not all customers are created equal (in terms of profitability at least!). Measure the revenue, frequency, and duration of purchases by customer and subtract the acquisition and maintenance cost by customer.

Who your customers are: Conduct a True Intent or Voice of Customer Survey (VoC) study by recruiting directly off your websites or emailing current customers and use a segmentation analysis.

Customer expectations: Ask expectations qualitatively in a usability study or quantitatively in a survey. Consider having an independent group rate expectations and another group rate the experience. Customers want to be consistent and will be affected by the memory of their expectation ratings; with two independent groups, you know you’re getting more accurate results.

The things customers do the most: Run a top tasks analysis by having a qualified sample pick their top five features in any website or application. This works really well and is easy to conduct.

What delights customers: Consider the Kano Method by asking customers how they’d feel if a feature was included and how they’d feel if it wasn’t included.

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Forbes: 5 Must-Have Components of a Modern Customer Experience

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

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AICEX: ci piace che il punto 3 esprima un concetto di Risk Management.

Blake Morgan , CONTRIBUTOR
Opinions expressed by Forbes Contributors are their own.

Companies coming out of the sharing economy are first to execute well on customer experience innovation. They simply move much faster than anyone else. These companies are moving the fastest to leverage tools such as mobile to bring amazing customer experiences. For example it was just announced you can hail an Uber through Facebook messenger. This is an example of the future of customer experience—channel agnostic interactions. That means regardless of channel the customer can get in touch with the company. Today this is not the case at any large company. There are agents hired specifically for one channel. In customer service today there are walls at every turn–there are walls for agents and walls for customers. There is no fluidity. Fluidity in customer experience puts you light years ahead of your competitors. It is the number one, no-brainer way to flood your gates with customers (in a good way).

There are a handful of tools and practices that will be of huge help as you shape the best possible customer experience you can.

Here are five of my must-have modern customer experience components.

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Forbes: 16 Customer Service and Experience (CX) Trends For 2016

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

(Feature Photo Service for IBM)

AICEX: il nostro preferito è il numero 6. Offriamo un caffè a chi trova 3 azioni legate al Meteo adottabili da subito in Azienda, scrivete ad aicex at aicex dot it. Noi qualcuna l’abbiamo trovata 🙂 
  • Shep Hyken , CONTRIBUTOR
  • I write on customer service, customer experience and related topics.
  • Opinions expressed by Forbes Contributors are their own.

What does the future of customer service and customer experience look like?

Before we can predict the future, we must understand a little about the past and a lot about the present. To see where we’re going, at least in the next year or two, just look at what’s been trending in the last twelve months. Now, some of these have been trending for much longer than a year. Our first item on the list is a perfect example. I said the same thing about customers being smarter than ever last year, and even the year before. Then there are cutting edge trends, such as cognitive analytics, where computers are thinking, not just computing.

So, here are 16 of what I see as the most obvious trends in customer service and experience that are relevant to the majority of businesses.

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Mappa che ti passa

su da Gian Carlo Mocciin Customer Journey, OtherLascia un commento
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AICEX: Ricordiamo che dopo il Customer Journey Mapping dovrebbero seguire gli action Plan e una nuova mappatura a valle degliAction Plan 🙂

Defining the journeys that matter and deciding where to begin the transformation requires both top-down, judgment-driven evaluations and bottom-up, data-driven analysis; pursuing both of these efforts in parallel is the best approach.

A journey mapping session, drawing on existing research, may be sufficient to identify the most significant journeys and the pain points within them. That research is typically fragmented and often includes data on the customer volume in a given journey, reasons for call center complaints, and obvious gaps in performance.

  • Examples would be discrepancies between promises made in marketing materials and services actually delivered, or inability to connect customer touch points across various channels.

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