Forse ti fidi troppo delle survey?

AICEX: Fare investimenti e prendere decisioni basandosi solo su quello che dichiarano i clienti è abbastanza pericoloso. In linea generale bisognerebbe verificare con dati oggettivi se quello che le persone fanno corrisponde a ciò che dichiarano di aver fatto, di fare, e di voler fare.

At our MarTech Conference this week, Amos Budde, VP of applied data science at Civis Analytics, discussed the importance of data credibility and the ways it powers marketing decision making.

Data is at the foundation of our digital marketing efforts, but it is often faulty – and many marketers don’t think twice about it. Budde offered key points for marketers to consider when applying metrics to a marketing strategy in order to avoid setbacks and erroneous outcomes.

Don’t trust people’s reasoning
Budde addressed the faultiness of human reasoning, stating that most people are apt to respond based on their current circumstances and immediate sentiment. Continua a leggere “Forse ti fidi troppo delle survey?”

Ecco alcuni KPI migliori dell’NPS

numbers CX KPIs

AICEX: Negli ultimi tempi l’NPS sta subendo diverse critiche, ma si tratta di uno strumento e tutto dipende dal suo utilizzo. Avere consapevolezza dei suoi punti di forza e dei suoi limiti aiuta certamente a valorizzarne l’utilizzo. In questo articolo ci sono diversi KPI molto validi da affiancare alla misurazione dell’NPS.

Measuring customer experience’s (CX) business impact is hard. It’s one of the biggest challenges in passing the CCXP exam. One reason is that CX pros are very customer-focused; we’re confident that if we just focus on customer needs, the ROI will take care of itself. Unfortunately, our business partners aren’t always so confident.

Heart of the Customer has identified ten metrics and measurements you need to focus on to show the strategic value of your customer experience. You may already track some of these, and if so, you’re ahead of your peers.

We’ve broken them into three categories: business KPIs, employee-rated items, and survey scores. Not all will make sense for every company, but most will provide much better information on your current customer experience than just an NPS number. First we’ll focus on business KPIs, then we’ll analyse the others.

Continua a leggere “Ecco alcuni KPI migliori dell’NPS”

The Washington Post: Usa il Design Thinking per deliziare i Clienti

AICEX_Quadrato_Bianco
AICEX: UX, DX, CX, Design, … tutta una stessa famiglia ..
For better than a decade, managers have been taught that focusing on the customer provides a sure path to success. Initiatives such as “voice of the customer” and tools such as “net promoter score” have helped us to better manage these all-important relationships. But what do you do when you hit a plateau, chasing ever smaller niches with ever expanding offerings that yield less and less?

Increasingly, companies that excel at serving customers are turning to unique approaches to find value propositions that continue to move the needle. Intuit, a leader in the development of personal and small-business software, is one such company. It is at the forefront of using design thinking to inspire innovation that delights customers.

Since Intuit’s inception, founder Scott Cook emphasized creating products that were easy for customers to use. Despite this, the company began to observe a narrowing gap between competitors’ product performance and their own offerings. Sensing an opportunity, former chief executive Steve Bennett pulled together a small team of several senior operating managers, their chief strategy officer, and Kaaren Hanson, Intuit’s design innovation head, to address the question of what was next. What lay beyond ease?

The team’s answer was delight, and they identified design thinking as an important strategy for getting there. Design thinking’s ability to uncover customers’ unarticulated needs and its processes for testing potential success with small inexpensive experiments provided the framework they needed. The team ultimately focused on three core design principles: “customer empathy,” “go broad before narrow” and “rapid experimentation.”

http://www.washingtonpost.com/business/capitalbusiness/use-design-thinking-to-reach-customers/2014/05/02/6e7a99c0-d05c-11e3-937f-d3026234b51c_story.html?postshare=641439724804671