Perché i programmi di Customer Experience falliscono?

NOTA AICEX: tutti i progetti di Customer Experience partono dalla tecnologia. Ma è davvero corretto?

All change programs are inherently risky. While most organisations focus on managing the technical risk, my experience is that the greatest risk to Customer Experience (CX) Projects isn’t technical risk it is the human risk. It is common for CX Projects to fail to deliver the majority of benefits due to under investment in human capacity.

The current CX change paradigm invests in developing capability (ability to perform a task – “how do I use the new CX platform?”) as opposed to capacity (resilience and adaptability to perform any task to achieve goals and manage change– “how do I deliver a better customer experience?”). Success demands that we invert the investment pyramid by investing in the people delivering the Service Experience as well as the technology. Continua a leggere “Perché i programmi di Customer Experience falliscono?”

Usare la tecnologia per coinvolgere i clienti

AICEX: le tecniche di coinvolgimento dei clienti sono sempre più innovative e puntano sempre più al real time. Un esempio di implementazione di Jet Blue, famosa compagnia aerea low cost americana, che dimostra come il futuro di engagement e loyalty stiano cambiando.

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With more than 100 people in the audience, Jerry Filipiak, CEO of Comarch Inc., delivered a powerful presentation at GSummit 2014. Filipiak detailed the importance of real-time engagement, sharing the results of an implementation with JetBlue before giving the audience insight as to how Internet of Things (IoT) technology stands to change the future of loyalty and engagement.

Context is Key 

When developing TrueBlue Badges, a social-engagement extension of JetBlue’s loyalty program, JetBlue wanted a tool to connect to its members and promote its brand in social channels. Contextual communication was most important for JetBlue, as the airline wanted to make sure that its members were truly engaged and delivered a unique experience. “Context is key,” said Filipiak. “The more context you put in front of users, the more engaged they will be.” The emphasis on context is apparent when examining the Badges program. The main feature of member profiles is an interactive map that contextualizes the personal journeys of each user by keeping track of where they’ve traveled, what destinations have earned them badges and how their progress matches up with the ranks of others. When users share their Badges progress in social media – which they are encouraged to do, with the incentive of badges and extra points – a real-time picture of their own unique map is automatically sent along with a link to their profile, further showcasing the contextual engagement of the program.

Continua a leggere “Usare la tecnologia per coinvolgere i clienti”