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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⏱️ Time to read: 4 min
📝June’s Agenda:
1/ A multi-sensory experience at the Prado Museum
2/3D printing luxury goods at Selfridges
3/ Doordash opens a kitchen-less food court
4/ Klarna expands into virtual shopping
5/ A sustainable Coldplay concert powered by audience energy
Trend n°1
🎨The Prado Museum (Madrid) has unveiled a new exhibition featuring Rubens and Brueghel’s painting The Sense of Smell.
The painting depicts a woman joined by Cupid, who is waiting amidst numerous plants and objects intended for the creation of fragrances. Perfumer Gregorio Sola has created ten fragrances representing ten elements of the work, which are diffused in the room where the painting is exhibited, offering visitors a powerful, multi-sensory experience.
Trend n°2
📲 Selfridges (London) has launched a pop-up store powered by 3D printing robots.
This participative event and concept store demonstrates a commitment to a more sustainable future in retail. Customers can order personalised goods that are produced on site. The printers can create a wide range of items, from plant-based steaks to handbags and plastic furniture – all on demand.
Visitors to the store will also encounter a two-metre tall robot promoting Parley for the Oceans, an organisation that recycles marine waste to create consumer goods through 3D printing.
Trend n°3
💡 In Brooklyn, Doordash, a food delivery company has opened a new food court.
The kitchen-less restaurant will seat up to 20 people and makes varied dining experiences, with the social benefits of gathering for meals, more accessible to customers.
Delivery is planned in partnership with various New York restaurants, with orders managed through the Doordash app. Sushi, fried chicken, Korean bowls, coffee and desserts are all available but, unlike a restaurant, there is no table service or staff except for the delivery person!
Customers can choose to reserve a table, visit spontaneously or simply make use of the delivery relay point if they would still like to collect and go.
Trend n°4
💳 Swedish Buy Now Pay Later specialist, Klarna is bringing physical and digital worlds together.
Klarna acquired the Hero platform, which gives brands tools to humanise online shopping, a year ago and now offers its own virtual shopping and advice service. Through this solution, Klarna gives customers direct online contact with in-store experts.
Various means of contact are available, such as videos or instant messaging, so that everyone can find something to suit them. Once contact has been made, the expert can reply to the customer with photos or recommendations.
Brands such as Hugo Boss and Longchamps have alalready invested in this social shopping tool, which is available internationally. Customers can access the service and a full list of participating brands via the Klarna website.
Trend n°5
🎤 The band Coldplay is currently on an international tour, which they want to make as energy-efficient as possible.
Audiences are invited to take up this challenge! Kinetic dance floors and stationary bicycles are installed in the pit on all tour dates. As the audience dances or pedals, they generate energy from recycled batteries to power the electrical needs of the concert. Before the concert starts, competitions are held between fans to determine the most energetic among them.
Other initiatives to make the tour more sustainable include sustainably and ethically sourced merchandising, biodegradable confetti, compostable wristbands, as well as donating 10% of tour revenues to environmental organisations (the Ocean Cleanup & One Tree Planted).
Coldplay also wants to make its concerts more inclusive. Sign language interpreters are present, and Subpacs, wearable waistcoats that deliver bass and “provide a physical dimension to the sound”, are available so that hearing impaired people are able to feel the music.
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