Tag: customer satisfaction

32 Modi per misurare la Customer Experience

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, ROI, NPS, VOC, KPIs

 

  • AICEX: una interessante panoramica che può dare diversi spunti. Aggiungiamo due KPI:
  • 33th: https://www.forrester.com/CX-Index/-/E-MPL191
  • 34th: http://www.bcg.com/expertise/institutes/center-customer-insight/proprietary-tools-brand-advocacy-index.aspx

There’s a lot to measure in the customer experience.  There’s also many ways to collect the measurements.
While the “right” methods and metrics you select depend on the industry and study goals, this list covers most of the online and offline customer experience.
It includes a cross section of the four types of analytics data to collect, with an emphasis on collecting customer attitudes via surveys.

Attitudes & Affect

Customer Satisfaction: Survey your customers at key touchpoints using a simple Likert scale. Ask overall customer satisfaction (usually about the brand) and lower level satisfaction (usually specific to the touchpoint) such as the purchase or service experience. Include key attributes; for example, quality, speed, cost, and functionality.

Brand attitude: Measure affinity, association, and recall in a branding survey.

Loyalty: Use a repurchase matrix to measure the likelihood to repurchase and Net Promoter Score for likelihood to recommend.

Brand lift: Measure attitudes before and after participants are exposed to a stimulus.

Customer Attributes

Customer lifetime value: Not all customers are created equal (in terms of profitability at least!). Measure the revenue, frequency, and duration of purchases by customer and subtract the acquisition and maintenance cost by customer.

Who your customers are: Conduct a True Intent or Voice of Customer Survey (VoC) study by recruiting directly off your websites or emailing current customers and use a segmentation analysis.

Customer expectations: Ask expectations qualitatively in a usability study or quantitatively in a survey. Consider having an independent group rate expectations and another group rate the experience. Customers want to be consistent and will be affected by the memory of their expectation ratings; with two independent groups, you know you’re getting more accurate results.

The things customers do the most: Run a top tasks analysis by having a qualified sample pick their top five features in any website or application. This works really well and is easy to conduct.

What delights customers: Consider the Kano Method by asking customers how they’d feel if a feature was included and how they’d feel if it wasn’t included.

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Satisfaction e Loyalty, una differenza importante

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

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image: http://cdn2.business2community.com/wp-content/uploads/2015/08/1500w1-900×560.jpg

AICEX: Talvolta “dimentichiamo” la differenza e le implicazioni che questa comporta sul Business. 

Customer Satisfaction Definition

Customer satisfaction is a customer’s perceived satisfaction or happiness with a company based on their overall experience with the company’s products and services, the way they’re treated by employees and all other interactions they’ve had with the company. A company’s customer satisfaction score is normally based on data collected in surveys.

It’s important to remember that customer satisfaction can:

  • be fleeting and fickle – here today, gone tomorrow. A customer reevaluates their level of satisfaction with your company after every individual interaction they have. Their online experience may have been great, but a later phone conversation may have been horrible so their response to your question, “are you satisfied,” could change from one day to the next.
  • provide a false sense of security to your company.  For example, cable television customers who have only one service provider available to them in their area may say that they are satisfied with their service because they haven’t experienced any problems. However, they would switch providers in a minute if a competitor came to town with a lower price or more features.

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Forbes: Quando un cattivo servizio fa bene al Business

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

(Photo credit: Wikipedia)

AICEX: Ecco gli effetti del MIX Oligopolio, Mercati regolamentati e Aspettative dei Clienti 🙂

Jonathan Salem Baskin , CONTRIBUTOR
Opinions expressed by Forbes Contributors are their own.

Airlines, banks, and cable service providers are delivering record-setting profits this year, even though they regularly rank low on most measures of customer satisfaction. The reasons why illustrate the utility of setting expectations, having a monopoly, and being uniquely expert at something, and the danger of assuming that customer-centricity means making customers “happy.”

Airlines

Last week, American Airlines reported record quarterly profits and its first dividend since 1980. Southwest also set a record, and United’s profits were up 51% over a year ago. Delta announced its record quarter a week prior. Customer service seems to have little bearing on these results. Planes are more crowded, and passengers are paying more for tickets and incidental services, like bag check, while fuel costs are down

In fact, airlines rank low in most satisfaction polls — coming in below mortgage lenders in one major survey — and may benefit from consistently lowering traveller expectations, not trying to raise their hopes.

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6 modi (ironici) per tenere lontani i vostri Clienti

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, OtherLascia un commento
 AICEX: Il nostro preferito è il numero 1 🙂  —-

Moving has a lot of perks: excitement about a new city, jitters about a new job, and creativity (read: spending gobs of money) on decorating a new apartment.

How to turn off your customers in six sarcastic steps

But moving also means canceling your cable and Internet, ending – and starting new – utilities, frantically searching for apartments, and, once you’ve found that apartment, lugging boxes from dusk to dawn.

Cable?

Utilities?

Realtors?

That sounds like a bad dream. (And I’m living proof that it is.)

From a marketer’s standpoint, though, it’s more than a bad dream: The poor customer service associated with moving, whether intentional or not, is a nightmare.

So today, I present a six-step checklist to help you turn off customers and market like it’s 1999. (Side note: sarcasm and I hang out on the reg.)

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