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Relazioni a lungo termine: dentro al circolo del feedback

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Mi capita spesso di incontrare aziende che si lamentano della totale assenza di feedback sui loro servizi e/o prodotti. E spesso sono le stesse aziende che, quando ricevono un feedback, mettono la testa sotto la sabbia e si nascondono dietro vari alibi, come il poco tempo a disposizione o il costo elevato dei sistemi per la gestione delle customer opinions.

Eppure il feedback è l’opportunità più economica che abbiamo per orientare la nostra azienda al miglioramento continuo. Quali strategie possiamo mettere in atto per trasformare questo valore in una relazione durevole mirata all’innovazione?

Published in: Design

Relazioni a lungo termine: dentro al circolo del feedback

  1. 1. prequel
  2. 2. If I had asked people what they wanted, they would have said faster horses Henry Ford
  3. 3. Why innovators are not interested in me?
  4. 4. ma davvero? 2003 in Added Value: The Alchemy of Brand-led Growth by Mark Sherrinton 2002 in Beyond Disruption: Changing the Rules in the Marketplace by Jean-Marie Dru 2009 in Ubiquitous Computing Fundamentals by John Krumm 1970 in The First Henry Ford: A Study in Personality and Business by Anne Jardim Patrick Vlaskovits, Harvard Business Review, https://hbr.org/2011/08/henry-ford-never-said-the-fast/
  5. 5. Any customer can have a car painted any colour that he wants so long as it is black. Henry Ford, My Life and Work (1922)
  6. 6. 1908 1915 1920
  7. 7. A Car for Every Purse and Purpose. Alfred Sloan
  8. 8. hero the customer care
  9. 9. “ Sono davvero rattristato da questa vostra politica di addebitare di default la spesa del giubbotto. Avendo letto di questa assurdità mia moglie ed io ci ricordiamo sempre di portare il giubbotto, che tra l’altro ho sempre con me in quanto ciclista. Se il povero operatore non se lo ricorda e anche io non me lo ricordo, mi addebitate questi 3,05 €. Caro collega del CRM, il messaggio per il gentile Cesarini è: trova un altro modo di fare margine, ok? Sei arrivato da poco, puoi fare un bel gesto. Un caro saluto ”Stetto
  10. 10. Gentile Cliente, Inoltriamo la sua richiesta al Servizio Clienti (in copia), il settore che si occupa di tali problematiche. Specifichiamo qui di seguito anche le loro coordinate per eventuali contatti oppure richieste. N. di telefono per chi chiama dall'Italia: 199 xxxxxx N. di telefono per chi chiama dall'estero: 0039 06 xxxxxx (selezionare 1 dopo il messaggio) E-mail: customerserviceitaly@xxxxxx.com Cordiali Saluti
  11. 11. Hi there, I just wanted to drop you a note to say a personal thank you for your support, positive and constructive comments through our customer survey. All of your feedback is being taken seriously, and we actively encourage loyal customers to help us grow and evolve as a brand. Tell us what we are doing right and what we are doing wrong. My Customer Experience team are multilingual, work 24/7 and are always here for you. In the mean time, please enjoy a 20% promotional code for use online only. Simply sign in with this email address to access your account as this discount is exclusive to you and enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used in conjunction with any other promotion or sale. I hope this reaches you well, and that you have a lovely evening. Thank you for being such a loyal customer and friend, Yours In Styling, SJ SJ GRABIEC GLOBAL CUSTOMER EXPERIENCE MANAGER
  12. 12. Hi there, I just wanted to drop you a note to say a personal thank you for your support, positive and constructive comments through our customer survey. All of your feedback is being taken seriously, and we actively encourage loyal customers to help us grow and evolve as a brand. Tell us what we are doing right and what we are doing wrong. My Customer Experience team are multilingual, work 24/7 and are always here for you. In the mean time, please enjoy a 20% promotional code for use online only. Simply sign in with this email address to access your account as this discount is exclusive to you and enter XXXXXXXXX at the check out for a 20% discount. Please note this cannot be used in conjunction with any other promotion or sale. I hope this reaches you well, and that you have a lovely evening. Thank you for being such a loyal customer and friend, Yours In Styling, SJ SJ GRABIEC GLOBAL CUSTOMER EXPERIENCE MANAGER
  13. 13. markets are conversations The Cluterian Manifesto, 2001
  14. 14. HOW MUCH MONEY DO I HAVE TO SPEND INTO USER RESEARCH?
  15. 15. la raccolta 1
  16. 16. la raccolta 1 l’ascolto
  17. 17. Progettare e realizzare strumenti front office & back office Sviluppare un piano di marketing e comunicazione Sviluppo applicativo, user research, design, process analysis, knowledge base management, copywriting, newsmaking Gestione eventi, ufficio stampa & media relations, customer relation management Portale inEnasarco Blog Newsletter Youtube Twitter Facebook LinkedIN Press & Media Magazine Contact Cent. Sedi Processi Strategia LINE OF INTERNAL ACTION Attività Ambito LINE OF VISIBILITY Interventi LINE OF USER INTERACTION Fruire di servizi core Inviare feedback Discutere/condividere Chiedere aiuto/info Fare network Touchpoints management enasarco.it EnasarcoMagazine FONDAZIONE 01 Affrontare il cambiamento: la nuova sfida per il presente Agente: un lavoro che dà valore all’azienda Speciale convenzioni Soggiorni termali e climatici 2010 Adatto ma non ideale Inadatto social media management Tweet & relate Update professional network & projects Press office activity & media relations Produce awareness video Manage customer relation Face to face relations & solutions Send targeted messages Write post & manage interactions Design & development 24/7 self-service Content & knowledge base management Socialize contents & manage interactions Write & produce editions Primari: gestione iscritti, entrate, uscite, attività ispettiva Di supporto: sistemi e infrastruttura, procurement, HR, finance, legale, internal auditing, relazioni istituzionali owned digital media management press owned press staff training FONDAZIONE ENASARCO - TOUCHPOINTS MANAGEMENT Touchpoints Scoprire novità Approfondire Ideale
  18. 18. l’analisi 2
  19. 19. 1. Il contatto impossibile Il pensionando Adriano ci scrive una email [B2] di Complimenti, molto sardonici, dall’area riservata. La sua è una protesta sull’impossibilità di visitare la sede [N1] di Padova. Dice che anche chiamare per chiedere info [M4] gli è reso impossibile dalla complicazione gratuita con cui sono organizzate le informazioni [A7]. A questo punto decide di chiedere informazioni al canale dei suggerimenti e complimenti [B2]: «Quando comincerete a liquidare la prima rata mensile della mia pensione che è stata da voi accettata»? La domanda viene girata internamente ai colleghi del contact center [M4]. La risposta [M4] gli arriva in 6 ore: «Pensione accolta in data 22/06/2012 calcolo validato in data 12/07/2012 il pagamento avverrà in agosto con il rateo agosto settembre. inviata mail». N1 A7 M4 B2 Not found Too busy M4 Closed
  20. 20. Personal data Age: 47 Sex: M Edication: High school Internet skill Experience: 6 years Activities: mail 6 social network h/w.: 15 Pc: Windows – IE8 Network: company LAN (ADSL) 2012/219. Unjustified fear Profile Frank is a 47 year old accountant who lives in Rome, Italy. He considers himself a handy many, fixing the broken clock, or making house renovations. Frank is extremely active. He golfs twice a week in the summer and swims laps three times a week in the winter. He is proud of his garden and spends an hour or two each day maintaining his lawn and flower beds. Frank is also an avid fisherman. Frnk uses the computer at work. He’s comfortable using the computer and learned to use the Web for job-related research, and he uses the company's intranet on a regular basis throughout each workday. Frank is an hard worker. He reads on a newspaper that the government wants to raise the taxation of savings. He looks for informations on the corporate website but he can’t find any in-depth content. Afterwards he calls the contact center and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email but he doesn’t receive a rapid answer so after a while he sends a fake user feedback full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center in order to arrange an appointment at the nearest territorial retail office (face by face trust building).
  21. 21. 2012/219. Unjustified fear Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise the taxation of savings. He looks for informations on the corporate website [A7] but he can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s reassured by the operator that nothing is going to change about his savings. After two days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so after a while he sends a fake user feedback [B2] full of taxation questions. The feedback is added to the outboud cue and Frank is called by the contact center [M4] in order to arrange an appointment at the nearest territorial retail office [N7] (face by face trust building). A7 I6 M4 B4 No trust B2 M4 N7
  22. 22. 2012/219
  23. 23. la condivisione 3
  24. 24. so what? che mi porto a casa?
  25. 25. la cura del circolo del feedback significa investire nelle relazioni 1
  26. 26. 2 relazioni a lungo termine si basano sul dialogo
  27. 27. permettetemi una postilla ? A intro B intervista C how to D hands on E outro
  28. 28. If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own. Henry Ford, in How to Win Friends and Influence People, Dale Carnegie, 1937
  29. 29. I love you guys! @rainwiz rainwiz@rainwiz.com Henry Ford Patrick Vlaskovits Alfred Sloan Stefano Stravato Raffaella Roviglioni Roger, the real life superhero Antonio Romano The Cluterian Manifesto Thanks to

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