ROI e CX: di cosa stiamo parlando ?

NOTA AICEX: che la CX influenzi il ROI ce lo siamo detti in tutte le salse. Ma di quale CX stiamo parlando? 

bull's eye


By Michelle Reeb, The Marketer Network

Marketing enables success by generating revenue through impactful customer experiences.

Businesses thrive when they build solid relationships with their clients, which keeps them coming back for more. When companies create meaningful experiences, those customers begin to “love” and “be proud of” the brands they purchase and become loyal to them. Think for a moment about the brands that you are loyal to. Do those brands conjure up strong emotional feelings because of the way they make you feel? I can think of a product that I “love” because it ties me to my family. It’s a brand my mother uses and my grandmother before her. I have absolutely no intention of switching brands, because of the emotional familial connection.

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Trasforma le metriche-cliente in Business ROI!

Oggi analizziamo le caratteristiche di una strategia di misurazione della customer experience vincente.

Metrics are an important topic when it comes to customer experience (CX). They identify the value of good CX and provide a quantitative foundation for CX efforts to compete for funding with other areas of the business. More importantly, however, CX metrics also help identify where to best invest in changes by putting a spotlight on an organization’s strengths and weaknesses.

But CX metrics aren’t a panacea; they are often misused. To gain the most ROI from customer experience efforts, companies must use CX metrics as a learning tool.

When measuring the customer experience, companies should focus on four customer areas: behaviors, attitudes, perceptions, and interactions. But that’s just the first step. It’s what happens after you measure that’s most critical to the ROI picture.

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