Tag: Voice of the Customer

The Guardian: Ecco perché l’innovazione non è sempre la scelta migliore

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Customer Neuroscience, IoT, Data, Analytics, Marketing, Loyalty
Could employing staff on checkouts turn out to be a key point of difference for supermarkets? Photograph: Bloomberg via Getty Images

AICEX SUMMARY: “Consumers are reacting against the dehumanisation of experiences and increasingly will want to find a person on the other end of the line”. // “As we’re increasingly becoming more and more technology-obsessed, many business leaders have come to the false conclusion that technology should lead their brands”.

As study after study predicts huge swaths of jobs will be wiped out by automation in the coming decades, there’s one factor that might just throw a spanner in the works of the robot workforce takeover: the marketing power of brand human.

Just as Fair Trade and organic branding initiatives have convinced consumers to pay a higher price for products and services that might not be produced in the most coldly efficient way possible, businesses are realising the potential to carve out a niche in the face of growing disenchantment with the rise of the machines.

Marketers have identified a range of branding benefits to retaining human talent in the face of cheaper and more efficient automated alternatives – from the ethical glow of providing employment for communities to the customer relationship-building potential of human interaction.

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Forbes: la Customer Experience serve per far star bene i clienti, non le aziende!

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

AICEX: Tanto per evitare incomprensioni, se i Clienti stanno bene quasi certamente stanno bene anche le Aziende di cui sono clienti! : )   

Photo: Shutterstock – Author: Micah Solomon,  Forbes Contributor

A great customer experience is one where customers feel good, even look good, during their time spent doing business. So, it’s important that a business invest in whatever will improve a customer’s feelings and self-esteem.

I was recently reminded of  this customer experience principle in, of all places, the bathroom. To be specific, it came to me while I was standing in front of my bathroom mirror at the gorgeous Old Edwards Inn, a luxury resort in Highlands, NC. (No, this isn’t how I always travel, I’m afraid. I was there for work. But I didn’t enjoy it any less.)

The version of my face that I saw smiling back at me had a healthy glow and an almost halo-lit appearance.  Optimistically, if preposterously, I was tempted to attribute this to my brief time in the North Carolina mountain air.  Whatever the source, looking good was an immediate boost to my spirits, particularly since I was slated to step onstage within the half hour.

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Per favore basta con le Customer Journey

su da Gian Carlo Mocciin Customer Journey, Digital, Design, UX

AICEX: Talvolta ci sfugge che le Customer Journey sono “un mezzo” e non il fine, al pari di un organigramma o di un elettrocardiogramma. Senza un cardiologo bravo l’elettrocardiogramma serve a poco, e dopo il cardiologo potrebbero servire molti altri specialisti 🙂 

”No more journey maps, please!” was the response of a Chief Customer Officer of an EU telecom company when we asked her about how she and her team went about, well, mapping and measuring customer journeys.

This executive was disappointed with the journey mapping process because she struggled to understand what constituted a ‘good’ or ‘bad’ customer journey map with the tools at her disposal. What should her team focus on first? How could she use the insights from the exercise to design a customer journey that actually works? Continua a leggere “Per favore basta con le Customer Journey” →

Alcuni motivi di fallimento delle iniziative di Customer Experience

su da Gian Carlo Mocciin Customer Experience
Give up

AICEX SUMMARY: Most businesses now measure some form of Voice of the Customer for example. Just because most measure it, does not mean they do so correctly or well – but most are doing it nonetheless.

As a child growing up, no birthday party was complete without a rousing rendition of the Hokey-Cokey. Also known as the ‘Hokey Pokey’ in some parts of the world, it originates in a British folk dance, with variants attested as early as 1826. The song and accompanying dance peaked in popularity as a music hall song and novelty dance in the mid-1940s in Britain and Ireland. The song was a chart hit twice in the 1980s – first by The Snowmen which peaked at UK #18 in 1981, and then Black Lace who reached #31 in 1985.

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