Tag: cxm

La Customer Experience non riguarda solo i clienti

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

When marketers talk about the customer experience, the focus is almost exclusively on the buyer. “What does the customer want/need/prefer?” “How can we improve customer engagement?”

But today, I’d like to offer this (gentle) reminder that the customer experience is part of a larger service-profit chain. Yes, satisfied, loyal customers are essential to profitability. However, you can’t forget where the entire service-profit chain begins – with engaged employees. In 2000, HBR OnPoint published an article titled Putting the Service-Profit Chain to Work that very clearly articulated the value of employee engagement and loyalty, and to illustrate my point, I’ll adapt it slightly here:

In addition, Forrester recently concluded that companies with higher employee engagement ratings have higher profit margins and deliver better customer outcomes, as measured by customer satisfaction, loyalty and likelihood-to-recommend scores. Continua a leggere “La Customer Experience non riguarda solo i clienti” →

L’IT è indispensabile per una buona CX ?

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

NOTA AICEX: La tecnologia aiuta le persone, ma sono le persone che fanno la differenza nella Customer Experience !

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Does Customer Experience require information technology?  Allow me to rephrase this question, is it necessary to purchase-configure-operate an arsenal of information technologies to improve the Customer Experience?

Which is my way of asking, if it is necessary to turn Customer Experience as a business philosophy and/or value proposition into CRM: an information technology?

It occurs to me that it is mistake to collapse information technology and Customer Experience together – to make the kind of mistake that was made with CRM.  I say that your organisation can impact-improve the Customer Experience in many ways that do not require information technology.   Where is my proof? Let’s start with my recent experience.

Why Didn’t I Buy From Two Well Known Retail Brands? Continua a leggere “L’IT è indispensabile per una buona CX ?” →

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” →

Non rifiutate mai un cliente pagante

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

NOTA AICEX: Spesso e volentieri imprenditori e manager puntano maggiormente ad implementare progetti e prodotti che loro stessi prediligono piuttosto che ascoltare quello che davvero il cliente desidera avere e quindi comprare. L’esempio riportato nell’articolo è quello di Bill Gates e di Microsoft: ascolta, impara ed adattati.

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One of the biggest problems I see with new entrepreneurs is that they don’t know what a successful business is supposed to look like, and there’s a real tendency to do what sounds good, as opposed to what works in the real world.

The latest feel-good advice making the rounds is that you should be highly selective about the business you are willing to do and the clients you want to engage with. After all, if you’ve got to focus – and we can all agree that you do – why not focus on the kind of work you want to do and the kind of people you want to work with?

Seems to make sense, doesn’t it? It does … if you don’t mind living hand-to-mouth for the rest of your life.

In 30-plus years in the high-tech industry and beyond, I’ve never once seen that strategy work, but I have seen it fail dozens, if not hundreds, of times. More importantly, some of the world’s most famous entrepreneurs and companies would never have achieved a fraction of their success if they’d followed that ludicrous advice. And neither would any of the successful founders and companies I’ve worked with.

Related: How to Know When to Change Direction

I’ve got a story for you. You may have heard a popular spin on it before, but this is what really happened. Continua a leggere “Non rifiutate mai un cliente pagante” →