word of mouth – Associazione Italiana Customer Experience

AICEX: In poche righe un concentrato di CX e Marketing incredibile. Il potere del passaparola, la personalizzazione, la caratterizzazione difficile da copiare. E il bello è che gran parte delle cose le hanno imparate da noi Italiani, che se andiamo in 5 al bar probabilmente ordiniamo 5 caffè fatti in modo diverso (vetro, macchiato, schiumato, caldo, freddo , etc etc … )

Why did Starbucks choose to forego traditional advertisement for so long? originally appeared on Quora: The best answer to any question.

Answer by Paul Williams, former branding and marketing manager at Starbucks, on Quora:

Short Answer: they haven’t needed it. Word of mouth drove the business.

And, most of the ads you’ve seen featuring Starbucks have been done by partners like Kraft and Pepsi promoting Starbucks ice cream, bottled Frappuccino, and whole beans, not ads for the stores.

CEO of Starbucks Howard Schultz always said, “Our stores are our billboard.”

I love the quote by Walt Disney that reads, “Do what you do so well that people can’t resist telling others about you.”

That’s what Starbucks was doing–something so well, you couldn’t help but bring a friend to your Starbucks if they were from a town that didn’t have one.

Continua a leggere “Perchè Starbucks fa poca pubblicità” →

AICEX: Post con uno spunto interessante.

In today’s business environment, we all know customer experience is important, and we’ve all heard about social media’s impact as the new “word of mouth”. Stats often point to each person telling at least 7 (sometimes as high as 20) other people about their experience with a brand. That’s scary enough, but now consider that if your customers are other businesses, they inherently have multiple people working there and using your system. So not only can each individual user (or contact) spread the word via social media, they are going to talk to each other.

Whether that conversation is a negative or positive one is up to you.

It’s human nature – if we have a good experience, we want to share it with our peers. If we love a company, we become an ambassador for their brand. And if we have a bad experience, we want to tell EVERYONE. Your business customers will talk about their experiences in the break room, around the water cooler, even in company meetings.

Continua a leggere “La Customer Experience è più importante nel B2B che nel B2C ?” →

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