Tag: cxo

Mantenere una promessa vale ben di più che eccedere le aspettative

su da Gian Carlo Mocciin Customer Experience, Customer NeuroscienceLascia un commento

NOTA AICEX: secondo recenti studi, eccedere nel mantenere una promessa non ha un valore superiore per il cliente. Mantenerla è già sufficiente per ottenere la sua fedeltà.

Promise

You better think twice before breaking that promise — or exceeding it.

New research from the University of Chicago Booth School of Business finds that exceeding a promise isn’t viewed any more highly than keeping a promise.

“I think there are two implications to keep in mind, both in our professional and personal lives. First, maintaining good relations with other people does not require a superhuman effort. Do what you promise you’ll do, and people are grateful,” says Nicholas Epley, John Templeton Keller Professor of Behavioral Science at Chicago Booth. “You don’t need to be Superman and go above and beyond your promises in order to be appreciated by other people.

“Second, if you do put in the superhuman effort to do more than you promised, don’t get angry when other people don’t seem to appreciate the extra work you put in. They’re not inherently ungrateful or unappreciative — they’re only human.”

Continua a leggere “Mantenere una promessa vale ben di più che eccedere le aspettative” →

Come perdere un cliente in 10 giorni

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

NOTA AICEX: la maggior parte delle aziende stanno, consciamente o meno, sabotando le loro relazioni con i clienti. Questi ultimi sono esacerbati e stanchi di sopportare e vogliono essere certi che i loro amici sappiano tutto.

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After the popular post I wrote titled 19 Signs Customers Are Just Not That Into You, which sounded an awful lot like the romantic comedy, He’s Just Not That Into You, I was inspired by the title of another rom-com, How to Lose a Guy in 10 Days, for today’s post.

When we engage with customers (or, when they engage with us), we are (hopefully) engaging for the long-term, developing a relationship. Some folks question the use of the term “relationship,” but let’s just use Merriam-Webster’s definition: the way in which two or more people, groups, countries, etc., talk to, behave toward, and deal with each other; the way in which two or more people or things are connected.

That connection is what I’m referring to. We want to connect with our customers, not just transact with them. Relationships take time and work, every day; the focus and the desire to keep the relationship alive and strong should never stop because, when it does, the relationship will end. The connection is gone.

My 19 Signs post was more about how customers were not showing their love to brands anymore. In this post, the focus is on companies and the things they are knowingly or unknowingly doing to sabotage their customer relationships..

Continua a leggere “Come perdere un cliente in 10 giorni” →

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 ?” →