Scopri XPASS, la nuova offerta CX di BVA
Identificare i driver e i momenti più significativi della Customer Experience
Identificare i driver e i momenti più significativi della Customer Experience
La strategia CX è il braccio armato della strategia commerciale dell’azienda. Quale rapporto vuoi creare e mantenere con i tuoi clienti? Quale livello di impegno da parte loro? Vuoi fidelizzare i clienti e lavorare per ridurne il tasso di abbandono oppure vuoi acquisirne di nuovi?
Come definire le principali linee della strategia di CX per raggiungere questo obiettivo?
Quali leve, e in particolare quali leve emozionali, dovrebbero essere attivate per incoraggiare l’attaccamento o addirittura la preferenza per la vostra azienda, o la sua raccomandazione, e con quali clienti o segmenti prioritari?
Su quali fasi del percorso di relazione con il cliente dovresti o vorresti concentrarti per offrire esperienze memorabili? Perché non è per forza necessario cercare di creare esperienze in ogni punto di contatto o canale di comunicazione…
Il nostro modello proprietario EPIC & FREE Emotional Activation Model ti aiuta a vedere chiaramente ciò che rende unica la tua azienda, cosa vi rende i migliori della categoria. Questo modello si basa su 8 leve emozionali: le 4 spezie E,P,I,C per elevare le esperienze e altri 4 ingredienti per generare fiducia e serenità, la forma contrattuale di base nelle relazioni con i clienti.
Con la creazione di un nuovo indicatore, il Net Memory Score, andiamo oltre la semplice soddisfazione del cliente, misurando anche l’importanza dei ricordi e l’impronta emotiva lasciata dalla tua marca sui tuoi clienti.
Ispirato al lavoro degli scienziati comportamentali (Daniel Kahneman, i fratelli Heath, Dan Ariely) XPASS ti permette di segmentare i profili dei clienti in base alle loro preferenze relazionali e di identificare le leve emozionali che generano i ricordi.
Lo abbiamo misurato: i clienti che provano emozioni positive con le marche hanno un engagement significativamente più alto degli altri!
Grazie alla segmentazione relazionale, XPASS ti permette di rispondere alle esigenze e alle aspettative dei tuoi clienti. E a tutti i livelli della loro esperienza con la tua marca, perché XPASS identifica per te le esperienze e i momenti chiave che contano per loro.
Così saprai dove concentrare i tuoi sforzi e dove investire prima di tutto
XPASS può essere integrato con il vostro barometro della soddisfazione esistente o utilizzato come strumento autonomo per completare i vostri sistemi di gestione del feedback.
Disponibile in tutti i Paesi in cui il gruppo opera, questo nuovo approccio è il risultato di due anni di ricerca e sviluppo, di una sperimentazione interna che ha coinvolto gli esperti di CX di BVA e di progetti pilota condotti con clienti di vari settori.
L’importanza della customer experience e le implicazioni positive per un’Azienda sono ormai conosciute e riconosciute.
Nonostante questo, solo poche riescono a fornire esperienze realmente significative e memorabili, in grado di consolidare la relazione con il cliente.
Come insegnano le scienze comportamentali, affinché un cliente conservi un ricordo piacevole di un’esperienza, occorre ricreare un “comfort emotivo”, basato sulla generazione di momenti di forte intensità (positiva), specialmente verso la conclusione dell’esperienza stessa. E’ la teoria del peak-end
In BVA Doxa abbiamo sviluppato un modello per aiutare i nostri clienti a creare ricordi positivi, indimenticabili per i propri customer: ciò è possibile tramite la comprensione dei picchi, della loro intensità e dei margini di intervento.
E’ il modello EPIC: Elevation, Pride, Insight e Connection.
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📝July’s Agenda:
1. Gucci x Oura: Luxury jewellery that helps you get healthier
2. BMW: The colour-changing car
3. Trader Joe’s x Magnus Cards: Creating a more inclusive retail experience
4. Netflix: Immersing us in the world of Stranger Things
Gucci x Oura: Luxury jewellery that helps you get healthier
Gucci has diversified by teaming up with Oura, a Finnish health technology company, to offer a luxury wellness accessory. The ring, emblazoned with the brand’s initials, is a new form of wearable tech that collects information about the wearer’s health. Heart rate, body temperature and sleep are all subsequently analysed on a smartphone app, and customers receive guidance on improving their results. This exclusive tech partnership gives customers lifetime access to Oura’s services, which are typically subject to a premium subscription.
The BMW Group recently unveiled BMW iX Flow, its latest initiative to deliver an integrated user experience. The car incorporates E INK technology and a wrapper that changes colour through the power of thought. Brain activity is recorded through electrodes and transcribed into colour onto the vehicle, allowing it to be personalised. Calm psychic activity will correspond to a slow rhythm of colour change, while more excitement will result in more abrupt and rhythmic changes, with shades of black, white or grey depending on the activity.
The innovation was demonstrated at the recent Consumer Electronics Show (CES) in Las Vegas, where experts helped testers calm their brain activity and thus regulate the colour changes through neurofeedback. Although for the moment the experiment was only observed in the context of CES in Las Vegas, we can imagine that tomorrow drivers will be able to improve their driving experience by regulating their brain activity, keeping their composure and remaining focused…
Grocery chain Trader Joe’s is partnering with Magnus Cards to make the in-store shopping experience more accessible. Magnus Cards has a mission to create practical tools that improve everyday experiences for people with neurodiverse abilities. Delivered through an app, the growing library of cards act as guides to make the world a more accessible place, covering topics such as money management, personal care, cooking and more.
The Trader Joe’s and Magnus Cards collaboration adds further content, breaking down a shopping experience that users might otherwise find challenging or overwhelming into bitesize tasks. Features include visual cues, audio guides and gamification – all designed to reduce anxiety and to make food shopping a more enjoyable experience.
Netflix developed a new immersive experience designed around the latest season of Stranger Things. The event took place on 22 May in New York to launch the series’ fourth season. In keeping with the show, visitors were considered subjects in a laboratory from the moment they entered. They were able to interact with live actors, offered riddles to solve and were shown video footage of the cast of the series. A short 3D film shown at the end of the visit immersed them in Upside Down, the alternative dimension that exists in the series alongside the human dimension. Finally, a large room welcomed visitors in an 80’s atmosphere with arcade games, treasure hunts, photo opportunities and a merchandising stand.
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