Tag: customer loyalty

Retail Trends ai quali forse non hai ancora pensato

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, Marketing, Loyalty

AICEX: 3 cose ci hanno incuriosito. 1) essere piccoli sarà un vantaggio 2) gli uomini spendono più delle donne 3) la spesa condivisa complicherà le attività di analisi dei dati e dei programmi loyalty. 

Trends, like rainstorms, can be fairly easy to predict. You look at the current conditions on the radar screen, consider their proximity and can pretty much nail where and when the rain will fall.

This goes for retail events as well as the weather. Consumers increasingly use their mobile devices in the shopping process. They expect more personalized, relevant shopping experiences. They research online and purchase in-store. These practices and preferences have been steadily advancing, so it is easy to predict and prepare for the continuing trends.

However, it’s those events that are just under the radar, those freak storms that come from nowhere, that tend to have a more lasting effect. These under-the-radar trends are also occurring in retail, but with less notice.

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I Brand sono come le persone, ce ne sono tanti!

su da Gian Carlo Mocciin Customer Experience, Customer Neuroscience, Marketing, Loyalty

emotions-customer-experience

AICEX: Le Emozioni ci consentono di capire perchè si sceglie un Brand piuttosto che un altro. E fanno la differenza nel caso di prodotti e servizi soggetti a “commoditization”.

Brands are like people – there are many of them.

Just like people, few are liked or trusted. And among those, even fewer are able to transcend emotional barriers. So just like successful people – successful brands are able to capitalize on different customer motivators and cater directly to them.

These motivators can include the desire to “be different”, “caring about the environment”, or “enjoying a sense of stability”. Identifying the right motivator may be difficult – because not only do these connections have to be created, customers themselves may not be consciously aware of them.

Reaching emotional connections in the customer experience

Millenials and Generation Z consumers place their feelings at the forefront during purchase decisions, more so than consumers of previous generations. In fact, all types of brands – from cat food to SaaS software are able to capitalize on this new type of consumer, transferring emotional connections to the customer experience.

So when a brand promises us to stand out from the crowd, offers to bring order and predictability to our lives – these triggers could make us gravitate towards that brand.

One way of pinpointing these triggers is to understand customer personas. For example, Jack, 30 is tech-savvy and is able to start using a product after watching one or two video tutorials. Mary, 50 prefers to talk with a person over a screen-sharing session instead. Understanding customer personas is the first step to understanding inner drivers that shape our decision making process.

The seconds step is to group customers according to their value system:

  • Do they seek to be different vs. belong to a group?
  • Do they want to experience freedom vs. to feel in control?
  • Do they enjoy a sense of thrill vs. tranquility?
  • Do they care about the environment vs. themselves?
  • Do they consider a successful life as a result of risk taking vs. security?

Sharing customer knowledge across departments, taking notes during customer interactions and using customer community tools during the customer journey is a fool-proof way to increase customer value and maximize ROI with minimal risk.

A study by HBR revealed that emotionally connected customers are 25-100% more valuable than just highly satisfied customers. Not all brands are able to connect their strong brand images to strong emotional connections:

customer-expectations

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Alcune riflessioni sulle recensioni dei Clienti

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty, Social, Media, Mobile
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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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W. Porter: Cosa cercano davvero i tuoi clienti?

su da Gian Carlo Mocciin Customer Experience

AICEX: Non devi chiederti SE pensare alla Customer Experience, ma QUANDO iniziare a pensarci!

A memorable car-buying experience. The resort was an experience we will remember for a long time. We were not really looking for the great customer experience we had at that new grocery store.

The actual customer comments above are probably something you have been seeing a lot more of these days online and in print from businesses both local and national. And there is a good reason for it.

As Joe Pine and Bob Gilmore point out in their now famous customer service business book “The Experience Economy,” we are all now in the customer experience business. And if you have not put together a rich, memorable experience for your customers, you may not be investing in a financially sustainable effort for the future. Continua a leggere “W. Porter: Cosa cercano davvero i tuoi clienti?” →