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?”