Tag: Customer Experience

Cosa serve fare per conoscere i propri clienti?

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

NOTA AICEX:  vivere le relazioni con i propri clienti è diventato un elemento imprescindibile per le aziende che vogliono competere in modo efficace. Il consiglio migliore per viverle al meglio? Mettersi nei panni dei clienti e comprenderne a fondo le esperienze.

 

This is long conversation and likely to be of interest to those of you who have experienced the limitations of knowledge as it is commonly understood. It may also be of interest to you if you glimpsed the radical difference between knowing and knowing about. If this is not you, then please go do something else.

How Useful Is The Knowledge Gained Through Market Research?

There is a huge industry that caters to the needs of business folks (often those in the marketing function) to know their customers or their target audience/market. I am speaking of the market research industry: qualitative (focus groups etc), quantitative (surveys), and a mix of each. In recent years, a new breed of player has entered this industry: the Voice of the Customer industry with its many technology solutions providers focussed almost exclusively on feedback through surveys. How useful is this research? What are its limits? What can you really know about your customer/s through this kind of knowing?

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Lezioni di Customer Experience da un addetto alle pulizie

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

Dopo che un Barbiere ed un Tassista ci hanno insegnato qualcosa sulla Customer Experience, vediamo cosa ha da insegnarci un addetto alle pulizie.

 

 

clean

In business it goes without saying that people buy people but I’m going to say it anyway because it’s true. People do indeed buy people. Before I was able to dedicate my full time to being an entrepreneur I had to take up all kinds of jobs to ensure I had a stream of income to keep a roof over my head as well as feed and clothe myself. I am highlighting the work of a cleaner because it is one of the most toughest jobs you can do. It is physically demanding, you need attention to detail and you must have excellent customer skills to do it well. There are not many out there who can do all three at once. I believe being a cleaner gives an extremely unique perspective to the importance of customer service because the environment you’re working in is very intimate. When you’re working in someone’s home you’re in a way invading their privacy although at their request. So here are three brilliant skills I developed from being a cleaner that are equally useful for your customer services.

 

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Customer Experience Management: una overview

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

Customer Experience Management Program Components

Customer Experience Management (CEM) is the process of understanding and managing your customers’ interactions with and perceptions of your company or brand. The ultimate goal of CEM is to build valuable relationship with customers so they stay with you longer, advocate on your behalf and expand their relationship with you over time.

A CEM program consists of a set of organized actions that support the goal of CEM. While a CEM program has many moving parts, an easy way to organize those pieces is depicted in the figure on the right. A CEM program has six major components:

  1. Strategy addresses how companies incorporate CEM into their long-term plans to help achieve its objectives and goals
  2. Governance describes the formal policy around the CEM program: Rules, Roles, Requests
  3. Business Process Integration involves embedding CEM processes/data into other business operations
  4. Method addresses the means by which customer feedback is collected
  5. Reporting addresses analysis, synthesis and dissemination of customer feedback
  6. Research is concerned with how companies provide additional customer insight by conducting deep dive research using different types of customer data

Table 1. Adoption Rates of Customer Feedback Program Practices of Loyalty Leaders and Loyalty Laggards

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Cos’é la Customer Experience?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento
NOTA AICEX: siamo indubbiamente nella Age of the Customer. Ma sappiamo davvero cos’è la Customer Experience?
I don’t know of any business I have ever consulted that didn’t want its customers to be happy. Going above and beyond, and leveraging both social media and email for a great conversation about and understanding of customer expectations. But as Jim Basingame pointed out in a brilliant Forbes post this past January, businesses of every size have to elevate their game even more. They now operate in an environment (whether they know it or not) where customers rule:
“Visionary Sellers that transition to the new Age with their customers will be successful by recognizing that being competitive is no longer enough—you also have to be relevant.”

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