Tag: customer feedback

Alcune riflessioni sulle recensioni dei Clienti

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Social, Media, Mobile
 cropped-aicex_quadrato_bianco1.png

AICEX: Nonostante le critiche TripAdvisor introduce le review nel settore aereo. Fa riflettere.

TripAdvisor has long been a destination for finding cheap flights, but this summer, it unveiled its biggest redesign in seven years when it introduced user reviews of airlines. The reviews will contribute to an airline’s overall “flight score,” which affects its position in search results. Airlines with higher scores will move to the top of the queue.

With human attention spans shortening by the day, according to one U.K. study, winning the top spot is critical.

But the value of customer reviews extends far beyond the travel space. According to Walker’s Customers 2020 report, 86 percent of consumers surveyed said that they were willing to pay more for a better experience, and 88 percent said they considered reviews a credible source of information — a belief TripAdvisor has reinforced by using reviews to rank search results.

The message here? Businesses in all industries shouldn’t underestimate the influence of review sites.

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Forbes: Perchè il Marketing dovrebbe prendere sul serio il “Customer Success”

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento

Source: iStockphoto

Source: iStockphoto

AICEX: Aspetto tutt’altro che trascurabile — 

SOURCE: http://www.forbes.com/sites/oracle/2014/12/09/why-marketing-needs-to-get-serious-about-customer-success/

Why Marketing Needs To Get Serious About Customer Success

By Jeb Dasteel and Amir Hartman

The difficult truth is that your customers don’t care about your innovation or your products; they care only about the result you can help them achieve. So while many companies believe they’re focused on their customers’ success, they’re really focused on their own success.

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Quale è il valore dei dati CXM?

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

AICEX: il CXM può generare tanti dati, ma quale è il vero valore? – 

Customer experience management (CEM) programs can generate a lot of data. The value of these data is based on their utility to improve the customer experience and the overall quality of the customer relationship. Companies, to be successful need to effectively organize and analyze these large data sets as well as disseminate resulting information to the employees (from senior management to front-line employees) who need insights to deliver a better customer experience. Understanding, aggregating and analyzing customer feedback data starts with a business model. Because of the nature of the data is customer-related, this business model needs to be customer-centric. This business model will help guide data analysis and will, ultimately, lead to business decisions that are customer-centric.

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Il Text Mining riduce i costi delle ricerche di mercato?

su da Gian Carlo Mocciin ROI, NPS, VOC, KPIsLascia un commento

You don’t need to spend more on market research, you just need to listen better: How text analytics helps you tune into what your customers are already telling you.

NOTA AICEX: L’informazione destrutturata sta aprendo enormi prospettive nel mondo dell’analisi dei dati e questo impatta anche gli aspetti di analisi della Voice of Customers e del Customer Feedback Management.

How text analytics helps you tune into what your customers are already telling you.

Mining the structured data in your research will tell you what your customers did, but text analytics and a little linguistics experience will tell you what your customers actually thought.

The last 20 years belonged to the Marketing Director who understood people. The next 20 will belong to the Customer Experience Director who understands data.

Surveys using structured data, those tick boxes you’ve been asking your customers to fill in for so long, will always be good for telling you what happened. But they won’t tell you why it happened.

Wrapped up in unstructured data – those ‘free text’ sources, such as customer emails and contact centre transcripts or the last question on the CSat survey where you let customers tell you in their own words what they thought of you – are the customers’ answers to questions they wished you’d asked. Given freedom to speak their minds, customers do … revealing the thoughts behind their actions.

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