Tag: customer loyalty

Perché usiamo le survey per misurare la loyalty?

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

Nota Aicex: le survey sono diventate ormai di uso comune in tutti i business. Quali sono le metriche per misurare la fedeltà dei clienti? Perché si usano le survey invece di altri strumenti? 

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Customer loyalty is the leading indicator of business growth. As such, companies track objective measures of customer loyalty to help them monitor the health of the customer relationship. Some objective customer loyalty metrics are:

  • Customer retention/defection rates
  • New customer growth
  • Average revenue per user (ARPU)

Despite the existence of these (and other) objective metrics of customer loyalty, customer relationship surveys remain a frequently used way to assess customer loyalty. Measures of customer loyalty typically take the form of questions that ask the customer to indicate his or her likelihood of engaging in specific types of behaviors, those deemed important to the company/brand. For each objective loyalty metric above, we have a corresponding customer loyalty question:

  • How likely are you to switch providers in the next 12 months?
  • How likely are you to recommend <Company> to your friends/colleagues?
  • How likely are you to buy different/additional products from <Company>?

Continua a leggere “Perché usiamo le survey per misurare la loyalty?” →

Andare “Fuori Strada” con la Customer Journey

su da Gian Carlo Mocciin Customer JourneyLascia un commento

NOTA AICEX: Si parla tanto di Customer Journey ma talvolta quella che abbiamo in mente noi non è quella che vive veramente il Cliente, anche se ne siamo convinti.

Image “Barton Highway” courtesy of Bidgee

Today I’m pleased to share a guest post by Fred McClimans, Partner, McClimans Group.

In this post, Fred addresses the challenges faced today in aligning your operations to the way your customers discover, engage, purchase, use, and discard your product, and outlines five steps you can take to stay in the same lane as your customer.

INTRODUCTION
Understanding the journey that a customer takes when dealing with a business or brand can be an incredibly valuable asset, allowing a brand to map their customer’s journey throughout the life of their relationship. This is true for both B2C and B2B (and potentially C2C) markets. When used properly, this helps a brand understand, and align itself, with the process that a customer follows when discovering, purchasing, and ultimately discarding, a product or service.

When the journey of a brand and a customer are aligned, the customer and the brand follow the same path, building a relationship that becomes one of transparency, understanding, and trust – each can anticipate the other’s actions, a key to enabling (and encouraging) customers to become loyal advocates. They travel the same road, with the same on-ramps, signs, rest stops, and exits.

But when there is a problem, and expectations are not met, or even established, the customer journey can quickly go off the path, becoming more of an off-road rally. Key to avoiding that 4×4 experience are some simple steps that brands can take to help keep the brand and customer aligned through the customer’s journey. Continua a leggere “Andare “Fuori Strada” con la Customer Journey” →

Angela Ahrendts: Fashioning Experience Design per Apple

su da Gian Carlo Mocciin Customer ExperienceLascia un commento

NOTA AICEX: proveniente da una prominente azienda del settore della moda, Angela Ahrendts è stata scelta da Apple per ridisegnare e massimizzare la customer experience di Apple. Dov’e’ Apple oggi? Sarà possibile traslare metodologie tipiche della moda alla tecnologia?

To rise to prominence in the fashion industry, such as Angela Ahrendts has done, means you have to be very good at experience design: that is, leveraging and maximizing the experience of the consumer as he or she interacts with a product. Here’s how it works in the fashion world:

  • Immersive experience design is the ability to turn customers into ardent and loyal fans. You won’t find a more immersive experience than a fashion runway: the desire to be fashionable (whatever that means) is ingrained into our collective psyche.
  • Magnetic experience design is the ability to draw customers in through the power of a positive experience. Again, the fashion industry exemplifies that as the undisputed style leader.

Angela Ahrendts created a masterpiece of experience design at the fashion house Burberry. It seems that the next challenge in front of her, Apple AAPL +0.66%, will push her experience design skills to the max.

Angela Ahrendts created a masterpiece of experience design for Burberry, can she recreate that success for Apple users?

Where is Apple Today? Continua a leggere “Angela Ahrendts: Fashioning Experience Design per Apple” →

Il fallimento della CX nel negozio O2

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

NOTA AICEX: una interessante attività di mystery shopping per misurare la customer experience in alcuni negozi O2 in Gran Bretagna. Il risultato? Sembrerebbe un fallimento.

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Since the start of 2014 I have carried out a number of mystery shopping assignments. The objective is usually to assess the customer service in a variety of shops and restaurants. In that time I have reported mostly positive feedback. Maybe it’s stating the obvious, but companies that invest in mystery shopping and customer feedback surveys tend to provide better customer experiences.
Since carrying out a few assignments I now find myself applying the mystery shopping tests to stores and restaurants when I am not on assignment. When consciously applying these tests, I have found that customer service is noticeably poor in many stores. A frustrating aspect of this is that I don’t have the assignment sheets or customer feedback surveys to express these failures and often leave the store feeling annoyed by the experience.
But today I remembered I have a blog!
The purpose of my blog was originally to discuss how to do things better – so today I will share that view with O2.
Assignment – visit the O2 Store in St. Albans to collect a replacement battery for a Samsung phone within warranty. Previous visit indicated that a battery would be available for collection by this date.
Visit date/time – 1st June, 11.20am.

Questionnaire: Continua a leggere “Il fallimento della CX nel negozio O2” →