Tag: Customer Experience

Perché avete bisogno di ambasciatori del brand

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

Nota Aicex: avere degli ambasciatori può aiutare un brand? Certamente si tratta di una buona di fonte di passaparola, specie sui social media.

I’m excited to have Adam Ulivi, an Internet Marketing Specialist with Tari Digital guest post today on the topic of developing your brand through brand evangelists. Brand evangelists can be a figure within your organization, like a Steve Jobs at Apple, or a Mark Zuckerberg at Facebook.

Brand evangelists can be community members, like customers, partners, or service providers who provide an authentic, human voice that extols the virtues of your brand, service, or product. In the end, brand evangelists are a key component of one of the best sources of advertising, word-of-mouth, or in today’s digital age, word-of-keyboard.

Brand Evangelists are Free Marketing Sources

There was a time when a marketing campaign consisted of producing a mass media commercial and telling the audience that the product was the best at what it did. This evolved into a more subtle, physiological approach of showing how the product would benefit you and your basic desires, to become (or at least appear) wealthier, healthier, sexier, happier and efficientier (OK, the last one isn’t a real word). Continua a leggere “Perché avete bisogno di ambasciatori del brand” →

Miglioramento della Customer Experience: non è detto che debba iniziare dal cliente

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience, Marketing, LoyaltyLascia un commento
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NOTA AICEX: Iniziare dal cliente è la scelta giusta? Non dare la giusta importanza al ruolo che ciascun dipendente ricopre nella creazione di una esperienza positiva da parte del cliente è il primo errore da evitare, soprattutto quando migliorare la Customer Experience rimane una delle priorità di molti CEO.

Improving the customer experience is finding its way to the top of more and more CEO’s list of priorities. You’d imagine that the obvious thing would be to focus on customer engagement. But according to NPS guru and co-author of The Ultimate Question 2.0,  Rob Markey, throwing your attention immediately toward the customer might be putting the cart before the horse. During his keynote at Experience 2014, he presented a counter-intuitive twist to customer experience improvement: employee engagement should come first.

While your customer experience initiative might have the Why’s and What’s agreed upon, your employees are a big part of the How. Neglecting the importance of their roles in the customer experience will likely undermine any program’s ability to be successful. You simply can’t have happy customers without engaged employees. Most organizations think this rests with the HR function of an organization. Markey says this is the wrong way of going about it. In his opinion, coaching and engaging employees in customer experience should be the responsibility of the person they interact with most often — their supervisors. Markey laid out four key factors that drive employee engagement and happiness: Autonomy, Mastery, Purpose, and Affiliation.

Put yourself in your employees’ shoes. Are your frontline employees empowered with the freedom to make their own decisions to fulfill a customer’s needs? Are you growing their abilities and giving them opportunities to learn? Are you giving them a clear mission as well as a sense that their work is impactful? Are you making them feel like part of a team that can succeed, fail, and grow together? Once you’ve started answering yes to these questions, you’ll have started to tap into what really motivates people, and they’ll start delivering great experiences to your customers. The irony that Markey points out, however, is that despite this logic, many companies continue to have their least engaged employees in roles that interact the most with customers. Why? They probably use cost as an excuse. But when you step back and realize that happier customers not only spend more but cost less to service, it seems like a very short-sighted move. Markey pointed out that companies with higher employee engagement not only have 2.5 times the revenue growth compared of those with lower engagement, but what’s more, their employees are more productive and have longer tenures — which means less spend on hiring and training.

Hence, Markey’s closing call to action: Don’t wait for your HR department. Start driving employee engagement through their supervisors now.

Source: http://loyalty360.org/loyalty-today/article/customer-experience-improvement-it-doesnt-necessarily-begin-with-the-custom

AICEX

Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.

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

NOTA AICEX: dopo aver discusso di come Steve Jobs “non ascoltava” i desideri dei suoi clienti, ecco una visione diametralmente opposta. I vostri clienti ne sanno molto più di voi.

Do you remember the first day you realized that your customers knew more than you, that they had expert knowledge that you lacked?

It was probably a humbling and, I hope, teachable moment (with you as the teachee), leading you to think about how to build a customer experience in our age of information.

Auto dealers have had these encounters for years with obsessive gearheads who come armed with stats beyond anything a salesman has time to research or rebut.

But now, for all of us in every field of commerce, the advent of Google and the transportability of Google via mobile phones has turned your garden variety customer into an expert. Simply through the power of the customer’s thumbs. And soon, with Google Glass, through the power of the customer’s augmented eyeballs.

To illustrate, let’s cast me as the customer, rather than as service provider or customer experience designer, for a moment. What follows is a true story. Only the names have been, you know.

One Saturday morning I found myself trekking to the guitar store uptown because I needed strings for a ‘‘Baby Taylor.’’ (A Baby Taylor is a more portable version of a standard acoustic guitar.)

The clerk, who was knowledgeable in an approximate sort of way, told me he thought that medium-gauge, full-length guitar strings would work well: just cut off the excess length as needed to make them fit the ‘‘baby.’’ I had a hunch that his answer might be incomplete, and I vaguely wondered why the clerk didn’t look in his system for Taylor’s ‘‘manufacturer’s stringing recommendation’’ before advising me. I didn’t wonder for long, though, before turning the issue over to my iPhone. With just a few thumb strokes—‘‘What kind of strings should I use on my Baby Taylor?’’—

I found an official, enthusiastically detailed description of which strings to use and why the decision matters: Continua a leggere “Forbes: Costruire la Customer Experience quando i clienti ne sanno molto piu’ di voi.” →

Non rifiutate mai un cliente pagante

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

NOTA AICEX: Spesso e volentieri imprenditori e manager puntano maggiormente ad implementare progetti e prodotti che loro stessi prediligono piuttosto che ascoltare quello che davvero il cliente desidera avere e quindi comprare. L’esempio riportato nell’articolo è quello di Bill Gates e di Microsoft: ascolta, impara ed adattati.

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One of the biggest problems I see with new entrepreneurs is that they don’t know what a successful business is supposed to look like, and there’s a real tendency to do what sounds good, as opposed to what works in the real world.

The latest feel-good advice making the rounds is that you should be highly selective about the business you are willing to do and the clients you want to engage with. After all, if you’ve got to focus – and we can all agree that you do – why not focus on the kind of work you want to do and the kind of people you want to work with?

Seems to make sense, doesn’t it? It does … if you don’t mind living hand-to-mouth for the rest of your life.

In 30-plus years in the high-tech industry and beyond, I’ve never once seen that strategy work, but I have seen it fail dozens, if not hundreds, of times. More importantly, some of the world’s most famous entrepreneurs and companies would never have achieved a fraction of their success if they’d followed that ludicrous advice. And neither would any of the successful founders and companies I’ve worked with.

Related: How to Know When to Change Direction

I’ve got a story for you. You may have heard a popular spin on it before, but this is what really happened. Continua a leggere “Non rifiutate mai un cliente pagante” →