Tag: Customer Experience

Ricerca HBR: state facendo Customer Experience Innovation ?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: Innovare nella Customer Experience sta diventando un termine molto utilizzato. Chi sono le aziende che innovano correttamente? 

“Innovation” has become a buzzword in the customer experience field.

In a Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team’s strategy for customer experience is market differentiation. And an ambitious 13% said that they’ll settle for nothing less than having the best customer experience across every industry — in other words, these companies want to be the next Apple, Disney, or Zappos.

They also believe that innovation will help them achieve these lofty goals — and they’re investing accordingly. Sixty-nine percent of these respondents report that their companies have dedicated personnel for customer experience innovation. Sixty-four percent have allocated time to innovation activities. And 55% have dedicated innovation budgets.

Are their investments paying off? A whopping 73% of interviewees say they plan to launch innovative customer experiences in the upcoming year — and two-thirds believe that they already have.

Customer Innovation Survey Results

These numbers sound promising — but they just don’t add up.

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Prezzo: fa parte della customer experience?

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

Nota Aicex: usare la leva del prezzo come strategia di differenziazione comporta il fornire una customer experience di basso livello? Sembrerebbe di no…

 

Strategy-Pricing

In a recent discussion about customer experience that had been lively and provocative, the room went silent when the topic of pricing surfaced. That was not surprising, as it’s easy to anticipate that a low point in most customer experiences involves the discussion of prices. Even ads for car dealers have focused on the ways in which they’ve taken trauma and tension out of the purchasing experience, alluding to the industry’s tradition of unpleasantness during price negotiations. And the competitive environment of recent years has probably added to the difficulty that exists in coming to agreement on price. We have all heard quotes like the following. “The only way we got people into our store over the holidays was with massive discounts.” “My customers had to go down market during the recession, and they aren’t moving back up.” “We keep losing share to private labels in the Big Boxes, all due to price.”

While the above challenges are solidly based on reality, making pricing a daunting topic, firms that proactively manage pricing strategy with the right tools in place can produce significant top- and bottom-line results. A point gain in realized prices can yield a much larger proportional improvement in profits. And the evidence is strong that there is a strong correlation between margins and negative customer experiences – and that correlation goes the wrong way. Firms pay a price when the customer experience turns negative when the topic of price arises.

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Business Linkage Analysis: di cosa si tratta?

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIsLascia un commento

NOTA AICEX: la Business Linkage Analysis consente di combinare differenti sorgenti di dat i per scoprire importanti relazioni tra le diverse variabili coinvolte. Vediamo come funziona con le metriche di customer feedback.

Customer feedback professionals are asked to demonstrate the value of their customer feedback programs. They are asked: Does the customer feedback program measure attitudes that are related to real customer behavior? How do we set operational goals to ensure we maximize customer satisfaction? Are the customer feedback metrics predictive of our future financial performance and business growth? Do customers who report higher loyalty spend more than customers who report lower levels of loyalty? To answer these questions, companies look to a process called business linkage analysis.

Voc operational linkage effect

Business Linkage Analysis is the process of combining different sources of data (e.g., customer, employee, partner, financial, and operational) to uncover important relationships among important variables (e.g., call handle time and customer satisfaction). For our context, linkage analysis will refer to the linking of other data sources to customer feedback metrics (e.g., customer satisfaction, customer loyalty).

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FORRESTER: Customer Service … un must to have!

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

Nota Aicex: fornire un eccellente customer service non è discutibile. I clienti si sentono maggiormente motivati ad esigere sempre servizi di alto livello e le aziende non possono restare indietro. Inserire il customer service nella cultura ed investire in training ad-hoc sono solo alcuni degli aspetti che ogni azienda non deve trascurare.

Great customer service is something that everyone expects but not everyone receives. A 2013 Forrester report, Navigate the Future of Customer Service, states that customer service is “moving from being a cost center to a being a differentiator.” And a report on call center efficiency from the International Computer Management Institute found that superior customer service creates real value for clients in efficiency and customer satisfaction, as well as business unit and strategic value.

Customer Service

Good customer service can’t be bolted on. It must be ingrained in a company’s culture. When a focus on the customer is a company’s paramount business priority, everyone, no matter what their role, is ready and willing to assist. Whether or not a company is in a service business, it can view each instance a client contacts it as an opportunity to provide exemplary customer service.

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