Tag: loyalty

Un’altra lezione da Southwest Airlines

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

Damaged-Luggage

AICEX: Un interessante racconto di Shep Hyken

An Amazing Experience

My daughter came home from school to visit us over a recent holiday. She was flying on Southwest Airlines and checked a piece of luggage. When the suitcase showed up on the luggage carousel, we noticed the handle was damaged. Bummer! I’ve been through this before.

Not happy, I walked into the Southwest office. What I expected was a long line, followed by a less-than-enthusiastic employee, extensive paperwork to fill out, and then who knows how long it would take to get the luggage repaired. However, I was pleasantly surprised. After all, this was Southwest Airlines.

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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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CX Journey™: Perchè fare sconti danneggia le Aziende

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

AICEX: Lato nostro ricordiamo che tenere un Cliente è più semplice che acquisirne uno nuovo. Molte aziende sanno quanti nuovi clienti acquisiscono ogni mese, ma quante sanno quanti ne hanno perso … e perchè?  

Image courtesy of JSF0864

Is your customer acquisition (and retention) strategy based on discount pricing? How’s that working for you?

Discounts might be working well to bring customers in the door, but do they stay after they’re in? Can you keep those that you acquire? Are you creating a precedence that is not sustainable?

A couple weeks ago, I wrote a post about the phenomenon where customers buy on price but also leave on price. I answered the question, why do customers really leave?

Today, I want to address the acquisition/retention strategy that many companies undertake – discounts: how they play into the price/value equation and how they impact or sabotage acquisition and retention efforts.

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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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