Tag: voc

Il Text Mining riduce i costi delle ricerche di mercato?

su da Gian Carlo Mocciin ROI, NPS, VOC, KPIsLascia un commento

You don’t need to spend more on market research, you just need to listen better: How text analytics helps you tune into what your customers are already telling you.

NOTA AICEX: L’informazione destrutturata sta aprendo enormi prospettive nel mondo dell’analisi dei dati e questo impatta anche gli aspetti di analisi della Voice of Customers e del Customer Feedback Management.

How text analytics helps you tune into what your customers are already telling you.

Mining the structured data in your research will tell you what your customers did, but text analytics and a little linguistics experience will tell you what your customers actually thought.

The last 20 years belonged to the Marketing Director who understood people. The next 20 will belong to the Customer Experience Director who understands data.

Surveys using structured data, those tick boxes you’ve been asking your customers to fill in for so long, will always be good for telling you what happened. But they won’t tell you why it happened.

Wrapped up in unstructured data – those ‘free text’ sources, such as customer emails and contact centre transcripts or the last question on the CSat survey where you let customers tell you in their own words what they thought of you – are the customers’ answers to questions they wished you’d asked. Given freedom to speak their minds, customers do … revealing the thoughts behind their actions.

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ROI e CX: di cosa stiamo parlando ?

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty, Other, ROI, NPS, VOC, KPIsLascia un commento

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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McDonald’s: l’ultimo tentativo per riconquistare i clienti

su da Gian Carlo Mocciin CRM, Customer ServiceLascia un commento
NOTA AICEX: McDonald’s sta da tempo cercando di rinverdire la sua immagine e la relazione con i suoi clienti. Come? Ascoltando la voice of the customer.

McDonald’s is ringing in the new year with another push in its effort to revamp its image and relationship with customers.

As part of the new look, McDonald’s will debut new packaging, signage and uniforms for workers, it said Friday. The company is also planning on increasing its emphasis on the “lovin'” part of its “I’m lovin’ it” tagline.

mc

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