Il Marketing è troppo ottimista



By Mark Kersteen

Marketers are an optimistic bunch…

When it’s your job to make customers excited and engaged on behalf of your brand, it’s hard not to let that positive, blue-sky outlook seep into your thinking elsewhere. I’m guessing that’s why marketers often have such a rosy outlook on the future of their marketing capabilities.

Well, today we’re going to burst some bubbles. Not that the future isn’t bright, just that we probably need sunglasses, not welding goggles. We asked the speakers from Incite Summit: West: “What expectations do marketers (or others) currently hold for the future of digital marketing that you believe are overblown or unrealistic?” Here’s what they said.

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Forbes: Cosa significa migliorare la Customer Experience?

 Improving the customer experience is a goal for just about every business, but what does that mean and what challenges does it present?

Well, it can mean a lot of things and, as part of Econsultancy’s latest Quarterly Digital Trends Briefing in association with Adobe, is identified as one of the biggest opportunities in the coming year.

So, what aspects of CX are companies looking to in 2016?

Is it about UI, data, speed, fun or reliability?

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Forbes: Le 10 Tecnologie Top per la Customer Experience


AICEX: Potremmo citarne anche altre ma queste sono comunque importanti

Louis Columbus , CONTRIBUTOR
Opinions expressed by Forbes Contributors are their own.

B2B organizations say Sales Force Automation is in their top ten technologies for customer experience.

Gartner found that worldwide, 95% of enterprises have used customer satisfaction surveys.

The smaller the company, the more Customer Service & Support, and Sales Force Automation are important.

Voice of the Customer, Business Process Management, Multichannel Customer Service and Master Data Management deliver the highest impact to customer experience.

These and other insights are from Gartner’s recent webinar The Top 10 Strategic Technologies for the Customer Experience (free opt-in, 57 min., slides 37 pp.). The webinar provides rankings and case studies of which technologies are most effective at improving the customer experience based on interviews with Chief Customer Officers. The top ten technologies that Chief Customer Officers say are the most important for enhancing customer experience include Customer Service and Support, Sales Force Automation, Voice of the Customer (including surveys), Content Management, Business Process Management, Customer Analytics (including modeling and insight), Security & Privacy Management, and e-Commerce.

Gartner next applied the three criteria of impact, frequency, and applicability of technologies to determine which of them have the most positive impact on customer experience. B2B organizations have Sales Force Automation in the top 10, yet B2C and B2B2C didn’t, which is why this category is omitted from the overall top ten list below. Voice of the Customer, Business Process Management, Multichannel Customer Service and Master Data Management deliver the greatest impact to customer experience. Case studies covered in the webinar include GE Healthcare, who is using real-time Voice of the Customer technologies to improve response times to negative customer experiences and attain higher levels of service recovery.

Gartner found that globally 95% of enterprises use customer satisfaction surveys. Chief Customer Officers interviewed in this study use customer satisfaction surveys 68% of the time, competitive benchmarks 35% of the time, and first-call resolution rates (33%) the third-most. It’s common for enterprises measuring customer experience to have 50 or more metrics of customer experience.

Based on this analysis, the top 10 technologies for customer experience are the following:

Voice of the Customer
Business Process Management
Multichannel Customer Service
Customer Analytics
Master Data Management
Content Management
UX Design Tools and Platforms
Loyalty Management
Privacy Management

Top 10 Technologies For Customer Experience