2015 CX Summit: Le lezioni chiave

CX Summit

AICEX : da leggere per chi non è potuto andare all’evento. 

Posted by Joanne Morrison

What’s the difference between a customer experience leader and a customer experience practitioner? According to Glen Drummond, Chief Innovation Officer at Quarry and Customer Experience Strategies Summit Conference Chair, the difference isn’t determined by your title but in whether you think you’re laying bricks or building a cathedral. In other words, are you focused on day-to-day activities or are you working toward a grand vision?

The Customer Experience Strategies Summit held March 25-26 in Toronto, Canada was all about the grand vision for customer experience.

Continua a leggere “2015 CX Summit: Le lezioni chiave”

La fiducia dei Clienti. Interessante disamina sul ruolo del “Customer Trust”

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NOTA AICEX: il “customer trust” viene definito da Michael Lowenstein come “il tessuto connettivo che unisce clienti, marchi ed aziende. Senza di fiducia questi legami si dissolverebbero rapidamente. Il Dr. Franco Oboni, esperto mondiale di risk management, commenta l’articolo e ci regala alcuni importanti spunti di riflessione.

Following this blogpost (http://customerthink.com/what-is-the-future-role-of-consumer-trust/) by Michael Lowenstein, customer trust “is the connective tissue that holds customers, brands, and enterprises together; and, without trust, these connections would quickly dissolve.” Over the last few years Riskope have spent a lot of R&D funds and efforts to study the relationship between public perception of risks (http://www.riskope.com/wp-content/uploads/2013/06/FINAL-Vienna-EGU_presentation_2014-05-08.pdf ), risk assessments and crises developments (http://www.riskope.com/wp-content/uploads/Can-We-Stop-Misrepresenting-Reality-to-the-Public.pdf ), coming to the same conclusions. Continua a leggere “La fiducia dei Clienti. Interessante disamina sul ruolo del “Customer Trust””

Cosa ci insegna Bruce Springsteen sulla Customer Experience?

Bruce live at Aaron's Ampitheater in Atlanta on April 26, 2014.

NOTA AICEX: chi non conosce il detto “Costa meno mantenere  i clienti esistenti che acquisirne di nuovi”? Sembrerebbe non sia solo una questione di costi ma anche di “share of wallet”: i clienti esistenti consentono di accrescere il business molto di più dei nuovi clienti. Resta da chiedersi come mai le aziende insistano nello spendere tempo e risorse nella ricerca “del cliente in più”. Bruce Springsteen ci dà qualche dritta…

One of universal truths is that it’s easier to grow your business organically with existing customers than to constantly acquire new customers. Everyone seems to know this. But most companies still spend the majority of their time and resources generating new business.

When I used to work in the advertising world, we called new business, “the lifeblood of the agency”. Working on existing client accounts was considered boring. It was all about the thrill of the pitch.  That’s where the best talent and the best thinking was focused.

But, the reality is that it’s easier and cheaper to get more business from your current customers than to constantly chase new customers. Continua a leggere “Cosa ci insegna Bruce Springsteen sulla Customer Experience?”