Tag: loyalty

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..

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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>?

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La Loyalty nel settore assicurativo. Il prezzo non basta!

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, LoyaltyLascia un commento

In recent years, the consumer insurance market has changed out of all recognition. New channels such as the internet have transformed the landscape. Indeed, according to theFinancial Conduct Authority, almost half of all internet users have researched motor insurance on price comparison websites, with 4 out of 5 of them going on to buy policies through them.
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Customer loyalty is a thing of the past and this is impacting the insurer’s bottom line. Asreported by the Financial Times, in the last 19 consecutive years the UK motor insurance industry has failed to turn an underwriting profit. For every £1 earned through premiums, insurers are paying out £1.08 in claims and expenses.

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Perché Steve Jobs non ascoltava i suoi clienti ?

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

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

—Steve Jobs

This quote became legendary as one of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered by so many because of the bold implications that Jobs makes about customer feedback.

Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree with Steve Jobs’ sentiments.

Today we are going to look at a few split opinions on the quote, comparing the merits of focusing on internal innovation versus the insights to be gained from customer feedback. Continua a leggere “Perché Steve Jobs non ascoltava i suoi clienti ?” →