Tag: retail customer experience

Forbes: L’importanza della Customer Experience nell’epoca della gratificazione istantanea

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

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AICEX: GESTIRE LE ESPERIENZE DEI CLIENTI NON E’ PIU’ UN LUSSO, MA UNA NECESSITA’ DI BUSINESS.

There is much talk these days about the rise of customer experience. Nearly every service, product or expertise is first hive-minded, Uberized and Yelped, then tweeted with true glee or scorn, ordered hands-free thanks to Alexa, coupon-coded and reviewed to death. Instant vilification kills and instant gratification buoys brands — often quite quickly. Whatever room for error may have existed before our digital nativity, the times have changed.

Moving Into New Digital Ground

As customers, being jerked around by telecoms, car rental companies and airlines is passé. Last month, after an Avis rental problem was poorly handled, I did some Google research and reached out to a customer service executive. I had a callback and refund within 24 hours. A Delta kosher meal debacle in the spring was quickly solved with gift cards to our mailbox. No-questions-asked refunds (think Trader Joe’s and Amazon) have now become the norm.

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Forbes: L’unico Trend di Customer Experience di cui preoccuparsi davvero

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

 AICEX SUMMARY: I clienti si aspettano tanto da te perché stanno già ricevendo tanto da altri.

Consciously or unconsciously, customers continue to expect better and better customer service–in every industry, every niche, at every price point. These expectations don’t come out of the blue. Customers expect you to provide better customer service because they’re already getting better customer service elsewhere. Whether customer service has been improving in your particular competitive niche or not, it has improved over time at so many companies with such broad consumer reach, including Starbucks, Amazon, Apple, USAA Insurance, Trader Joe’s and Publix, not to mention the great hotels and restaurants that serve so many of your customers every day.

After one of these companies comes into contact with a customer of yours—when USAA expertly assists in filing an insurance claim, or Amazon enables an effortless product return, or a genius at the Apple Store debugs an iPhone issue with aplomb, it’s inevitable that your customer is going to expect friendlier, speedier, more intuitive service from your company as well.

Produce clerk Lucy Shuford inspects shelves at a Publix [+]

How can you meet this challenge? Here’s a list to help you get started:

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Forbes: Perchè e come Warby Parker sta aprendo negozi fisici

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

AICEX: Continuare a pensare al fisico e al digitale come a due competitor ha davvero poco senso. Per le signore le sneakers e le scarpe col tacco più che in competizione sono spesso complementari e sinergiche. Certo vanno sapute utilizzare nelle occasioni giuste e con le persone giuste, chiamasi time to market, personalizzazione, personal branding, posizionamento, etc…

The retail landscape is changing…again.

It’s well known that many “clicks and bricks” retailers are shifting focus away from the “bricks” and more toward the “clicks.” Some, like Kenneth Cole and Bebe, are eliminating physical stores entirely. Credit Suisse predicts that nearly 8,600 stores will close this year. As this shift toward e-commerce evolves, brands and retailers have been overlooking an important opportunity. When considering an omni-channel strategy, many have focused on e-commerce at the expense of the in-store experience, rather than optimizing each channel independently.

I believe that the physical store will always have a place in the omni-channel ecosystem and that retailers can optimize this revenue channel while still focusing on e-commerce. Yet the look, size and function of the store will have to change. Retailers and brands will have to “rightsize” their physical store footprint and adopt in-store mobile technology to become more effective to serve and satisfy customer needs to drive loyalty and repeat purchase.

Physical Stores Are Here To Stay

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Personale, Emozionale, Tecnologica. Questa è l’esperienza che ci aspettiamo.

su da Gian Carlo Mocciin CRM, Customer Service, Customer Journey, IoT, Data, Analytics
AICEX: In un mondo digitale che è diventato la regola le emozioni sono sempre una chiave molto forte, soprattutto nel mondo fisico, che sta diventando una eccezione.

When you ask people about their life-changing, ‘a-ha’ moments, you’ve probably noticed that they’re almost always emotion-based. The joy of finding out they will become a parent, the reflection after an argument when criticism sinks in, the surprise at having assumptions challenged – I could go on, but you see what I mean: in each case it’s emotion that makes a difference both in the moment and in your memory.

I don’t think that it’s any different when we interact with brands. You just have to look on Twitter to see the streams of frustration from unhappy customers, and on the flip side, tweets from brands that make customers feel their concerns were listened to.

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