Tag: Voice of the Customer

Il legame tra VoC e VoE

su da Gian Carlo Mocciin Customer Neuroscience, Marketing, LoyaltyLascia un commento

Nota Aicex: i dipendenti diventano sempre più importanti quando si parla di KPI e di programmi di Voice of the Customer. Esploriamo i legami tra Voice of the Customer e Voice of the Employee.

 prestiti-dipendenti

You’ll have seen from my previous articles that I’m keen to highlight the close relationship that exists between the Voice of the Employee (VoE) and the Voice of the Customer (VoC). In this article, I really want to demonstrate just how inextricably linked the two ‘voices’ are – in fact, in my view, they’re inseparable.

Many organisations continue to run separate VoE and VoC programmes. Often, they are conducted at different times and by different teams. What’s more, they’ll usually have entirely different objectives, and different KPIs against which outcomes are measured.

This is not necessarily a problem if such programmes are being run as a ‘point in time’ activity, where simple actions might be taken based on specific results. And it’s entirely understandable that many businesses take this approach, based on the historical reasoning that employees belong to HR and customers span other parts of the business such as sales, marketing and customer service.

Continua a leggere “Il legame tra VoC e VoE” →

Non rifiutate mai un cliente pagante

su da Gian Carlo Mocciin CRM, Customer Service, Customer ExperienceLascia un commento

NOTA AICEX: Spesso e volentieri imprenditori e manager puntano maggiormente ad implementare progetti e prodotti che loro stessi prediligono piuttosto che ascoltare quello che davvero il cliente desidera avere e quindi comprare. L’esempio riportato nell’articolo è quello di Bill Gates e di Microsoft: ascolta, impara ed adattati.

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One of the biggest problems I see with new entrepreneurs is that they don’t know what a successful business is supposed to look like, and there’s a real tendency to do what sounds good, as opposed to what works in the real world.

The latest feel-good advice making the rounds is that you should be highly selective about the business you are willing to do and the clients you want to engage with. After all, if you’ve got to focus – and we can all agree that you do – why not focus on the kind of work you want to do and the kind of people you want to work with?

Seems to make sense, doesn’t it? It does … if you don’t mind living hand-to-mouth for the rest of your life.

In 30-plus years in the high-tech industry and beyond, I’ve never once seen that strategy work, but I have seen it fail dozens, if not hundreds, of times. More importantly, some of the world’s most famous entrepreneurs and companies would never have achieved a fraction of their success if they’d followed that ludicrous advice. And neither would any of the successful founders and companies I’ve worked with.

Related: How to Know When to Change Direction

I’ve got a story for you. You may have heard a popular spin on it before, but this is what really happened. Continua a leggere “Non rifiutate mai un cliente pagante” →

McKinsey: Digitalizzare il consumer decision journey

su da Gian Carlo Mocciin Customer Journey, Social, Media, MobileLascia un commento

NOTA AICEX: ricostruire l’esperienza cross-channel del cliente non è certo una impresa facile. Utilizzare gli strumenti digitali per fornire ai clienti informazioni just-in-time e ben targetizzate, potrebbe aiutare. Molte aziende sono però ancora convinte di fare già tutto alla perfezione in questo ambito: sarà vero? Tali aziende si rendono conto di quanto complesso sia gestire le interazioni con i clienti digitalizzati?
La soluzione gira sempre intorno ad uno degli elementi cardine di una buona customer experience e cioè la visione del cliente a 360 gradi, raccogliendo in un unico repository (hub) tutte le interazioni con l’azienda: social, voce del cliente, crm, campaign management, dati finanziari, predictive analytics e chi più ne ha più ne metta. Le soluzioni tecnologiche sul mercato sono molteplici, alcune delle quali disponibili anche in Europa.

In a world where physical and virtual environments are rapidly converging, companies need to meet customer needs anytime, anywhere. Here’s how.

June 2014 | byEdwin van Bommel, David Edelman, and Kelly Ungerman

 Many of the executives we speak with in banking, retail, and other sectors are still struggling to devise the perfect cross-channel experiences for their customers—experiences that take advantage of digitization to provide customers with targeted, just-in-time product or service information in an effective and seamless way.

Video

How consumer behavior keeps changing 

How consumer behavior keeps changing

McKinsey’s David Edelman explains how purchasing decisions are made in a digital world. Continua a leggere “McKinsey: Digitalizzare il consumer decision journey” →