Tag: Customer Experience

Customer Experience Rooms: cosa sono? Le aziende devono averle?

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience4 commenti

NOTA AICEX: Le Customer Experience Rooms sono dei luoghi che consentono ai dipendenti di comprendere l’esperienza che vivono i propri Clienti. Sappiamo tutti che, nell’era del cliente, le aziende devono trasformarsi da prodotto-centriche a cliente-centriche. Facile a dirsi ma meno a farsi. L‘attuale stato della customer experience rispetto a quello che l’azienda vuole davvero realizzare. La customer “centricity” richiede innanzitutto il coinvolgimento di tutta la l’organizzazione e di tutti i dipendenti ed inoltre la comprensione del ruolo di ognuno nell’esperienza che ogni cliente vive. 

In the age of the customer, companies must transform their cultures from product-centric to customer-centric. But that is easier said than done. Customer centricity requires all employees to understand who their customers are, how customers perceive their interactions with the company, and the roles employees play in delivering the overall experience.  Customer experience (CX) rooms — immersive, interactive spaces that help employees better understand customers — have emerged as a powerful new tool for bring customers and their journeys to life for workforces. Done well, CX rooms inspire empathy and understanding among employees and help build customer-centric cultures.

In my recent report, Executive Q&A: Customer Experience Rooms, I answered some of the common questions related to creating a CX room to help companies decide whether they should build their own CX room.

Why do companies create CX rooms?

Firms create CX rooms to help employees understand the current customer experience their company delivers and to better understand the intended experience the company wants to deliver. The CX room that Ingrid Lindberg, chief customer experience officer at Prime Therapeutics, created at a previous employer demonstrated how complicated it was for customers to know which of the company’s many phone numbers they should call or which of the firm’s many websites they should visit.

How do CX rooms help improve customer centricity? Continua a leggere “Customer Experience Rooms: cosa sono? Le aziende devono averle?” →

9 consigli per incrementare il Customer Engagement

su da Gian Carlo Mocciin Customer ExperienceLascia un commento
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NOTA AICEX: torniamo  a parlare del Customer Engagement. In questo articolo si cerca non solo di comprendere come incrementarlo, ma anche di fare un po’ di chiarezza su un termine spesso abusato.

Customer engagement is a term that is tossed around frequently in marketing circles. I am finding out that even though many of us are using it in daily conversation, there is an element of confusion. This phrase has become more buzz-term friendly than user friendly. Let’s clear up the confusion, shall we?

The goal of this article is to not provide a comprehensive guideline to create customer engagement. However, it will provide some simple basics that will jumpstart your thought process and point you in the right direction to increase your customer engagement.

1• Provide A Clear Customer Path: Think about where your brand is coming in contact with the customer. Consider how this is happening as well as all the touch points along the customer path. Keep in mind, there many be channel hops and places where the brand is not displaying your message consistently along the path. Many times this causes the customer to click away from your brand.

2• Clear Message Delivery And User-Friendly UX: The brand message delivery is derived from your campaign goals and key messages. Also, the user experience must be easy for the customer to assimilate the information and navigate through the customer path; even crossing digital channels (Email – Videos – Web Ads – Social – Landing pages).

3• What Do I Want The Customer To Do Next? Ask yourself this question on each and every channel (Email – Videos – Web Ads – Social – Landing pages). It’s critical to think about this because it helps determine your call to action (CTA). It also forces you to think through critical touch points and channel hops. Continua a leggere “9 consigli per incrementare il Customer Engagement” →

Il mito dei clienti “empowered”

su da Gian Carlo Mocciin Customer Experience, Customer NeuroscienceLascia un commento

NOTA AICEX: siamo nell’era del cliente “Empowered”. Le aziende si lasciano condizionare da quello che dicono i loro clienti? Oppure, come faceva Steve Jobs, non li ascoltano perché troppo poco convinti di ciò che davvero vogliono?

We are supposed to be in the Age of the Empowered Consumer — because the all-powerful consumer is in the driver’s seat. The consumer has unlimited information literally at her fingertips anytime, anywhere – for almost no cost. The almighty consumer will know it all, heck there will even be corporate Edward Snowden-style leaks to further inform the customer. On top of that, the barrier of switching providers is so low that the empowered consumer will ditch your service at the slightest sign of a bad experience. Not only will they defect, they also have a huge megaphone to broadcast your dirty laundry to the world and bring you to your knees. For self-preservation sake, every organization will be so scared that they will be forced to treat customers better.  There will be ongoing one-upmanship in the customer experience space, with everyone trying to “out-experience” the others, all to avoid mass exodus of the empowered consumer.iStock_000026964040XXLarge

Continua a leggere “Il mito dei clienti “empowered”” →

Perché Steve Jobs non ascoltava i suoi clienti ?

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

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

—Steve Jobs

This quote became legendary as one of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered by so many because of the bold implications that Jobs makes about customer feedback.

Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree with Steve Jobs’ sentiments.

Today we are going to look at a few split opinions on the quote, comparing the merits of focusing on internal innovation versus the insights to be gained from customer feedback. Continua a leggere “Perché Steve Jobs non ascoltava i suoi clienti ?” →