{"id":26433,"date":"2024-04-11T11:40:23","date_gmt":"2024-04-11T09:40:23","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=26433"},"modified":"2024-04-11T11:40:23","modified_gmt":"2024-04-11T09:40:23","slug":"langfristige-customer-experience-strategie-gegen-sinkende-kundenloyalitaet","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-04-11\/langfristige-customer-experience-strategie-gegen-sinkende-kundenloyalitaet\/","title":{"rendered":"Strategia di customer experience a lungo termine per combattere il calo di fedelt\u00e0 dei clienti"},"content":{"rendered":"<figure id=\"attachment_26442\" aria-describedby=\"caption-attachment-26442\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-26442\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2024\/04\/Langfristige-Customer-Experience-Strategie-gegen-sinkende-Kundenloyalitaet-1_Organisator.jpg\" alt=\"\" width=\"680\" height=\"537\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2024\/04\/Langfristige-Customer-Experience-Strategie-gegen-sinkende-Kundenloyalitaet-1_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2024\/04\/Langfristige-Customer-Experience-Strategie-gegen-sinkende-Kundenloyalitaet-1_Organisator-15x12.jpg 15w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2024\/04\/Langfristige-Customer-Experience-Strategie-gegen-sinkende-Kundenloyalitaet-1_Organisator-375x296.jpg 375w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2024\/04\/Langfristige-Customer-Experience-Strategie-gegen-sinkende-Kundenloyalitaet-1_Organisator-443x350.jpg 443w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-26442\" class=\"wp-caption-text\">Oltre il 70% dei clienti svizzeri volta le spalle ai marchi se il servizio non \u00e8 pi\u00f9 adeguato. (Immagine: Christian Gertenbach \/ Unsplash.com)<\/figcaption><\/figure>\n<p>ServiceNow, il fornitore di soluzioni per i flussi di lavoro digitali, ha pubblicato il Consumer Voice Report 2024. Lo studio, condotto per la seconda volta, mostra chiaramente che le aspettative dei clienti in continua evoluzione e l'instabilit\u00e0 economica sono i fattori alla base della diminuzione della fedelt\u00e0 dei consumatori nei confronti dei marchi. In questo contesto, secondo il rapporto, una customer experience (CX) eccellente, che bilanci in modo ottimale l'interazione umana e l'uso della tecnologia, si sta rivelando un fattore decisivo. Nell'ambito del ServiceNow Consumer Voice Report 2024, \u00e8 stato chiesto a 15.000 adulti di dieci Paesi in Europa, Medio Oriente e Africa - di cui 1.000 in Svizzera - di esprimere la propria opinione sul tema della customer experience. Come l'anno precedente, lo studio mostra chiaramente che la fedelt\u00e0 al marchio \u00e8 in calo: 71% di tutti gli intervistati ha dichiarato di essere meno fedele alle aziende rispetto a due anni fa. I motivi principali sono gli aspetti finanziari, come l'aumento del costo della vita (35%) e la crescente concorrenza e quindi la maggiore scelta (19%). Tuttavia, anche le esperienze deludenti con alcuni marchi e aziende (15%) svolgono un ruolo importante.<\/p>\n<h3><strong>Esperienza del cliente ottimizzata per una maggiore fedelt\u00e0 al marchio <\/strong><\/h3>\n<p>I risultati lo dimostrano: Le aziende devono abbandonare le misure reattive per adottare una strategia di CX a lungo termine. Alla domanda su cosa dovrebbero fare le aziende per aumentare nuovamente la fedelt\u00e0 al marchio, 28% affermano che dovrebbero cercare modi per offrire un servizio migliore senza utilizzare pi\u00f9 dati sui clienti, 26% vogliono che i siti web e le app siano pi\u00f9 facili da usare e 32% chiedono un servizio post-vendita migliore.<\/p>\n<p>La tecnologia gioca un ruolo decisivo in questo caso. La maggioranza significativa degli intervistati afferma che un alto livello di competenza nella risoluzione dei problemi (93%), servizi senza soluzione di continuit\u00e0 (93%), tempi di risposta rapidi (90%) e la possibilit\u00e0 di scegliere il canale di comunicazione pi\u00f9 adatto a loro (77%), nonch\u00e9 le opzioni di self-service (64%) sono particolarmente importanti per loro quando si tratta di servizio clienti. Molti di questi aspetti possono essere realizzati, per esempio, attraverso l'uso di <strong>intelligenza artificiale generativa (GenAI)<\/strong> essere ottimizzato.<\/p>\n<h3><strong>Il giusto equilibrio tra persone e tecnologia<\/strong><\/h3>\n<p>Tuttavia, il ServiceNow Customer Voice Report 2024 mostra anche che i consumatori sono ancora cauti quando si tratta di interagire con l'IA. Soprattutto quando si tratta di presentare un reclamo o di risolvere un problema specifico, i clienti preferiscono l'interazione personale con un dipendente del servizio all'IA. Le soluzioni tecnologiche come i chatbot (53%), i motori di ricerca intelligenti (29%) o le telefonate automatizzate (20%) sono pi\u00f9 utilizzate quando si tratta di ottenere informazioni generali.<\/p>\n<p>\"La chiave per un'esperienza cliente di successo risiede nella capacit\u00e0 di un'azienda di capire quando un'interazione pu\u00f2 essere controllata dalla tecnologia e quando \u00e8 necessario l'intervento umano\", afferma Dino Minichiello, Country Manager Svizzera. <strong>\u00a0<\/strong>di ServiceNow. \"Fornire punti di interazione alternativi nelle diverse fasi del percorso del cliente \u00e8 una parte importante di questo equilibrio. Disporre di una gamma di opzioni facili da navigare solleva e motiva i dipendenti, fornendo al contempo l'esperienza ottimizzata che i clienti si aspettano\".<\/p>\n<h3><strong>Il futuro dell'esperienza del cliente<\/strong><\/h3>\n<p>Lo studio ha anche chiesto ai partecipanti quali fossero le loro opinioni e i loro desideri riguardo all'uso futuro delle tecnologie nel servizio clienti. 47% degli intervistati hanno dichiarato di non volere un servizio clienti basato interamente sull'IA in futuro. Inoltre, 52% affermano di voler ridurre i processi automatizzati e tornare a un servizio basato sui dipendenti. Tuttavia, molti consumatori ritengono che la tecnologia possa migliorare l'esperienza del cliente. Entro il 2025, ad esempio, immaginano che la realt\u00e0 virtuale (VR) possa essere utilizzata per testare i prodotti prima dell'acquisto (34%), che la gestione dei reclami sia affidata ad assistenti intelligenti come Amazon o Alexa (23%) o che l'intelligenza artificiale possa fornire precise raccomandazioni personalizzate sui prodotti (22%).<\/p>\n<h3>Esempio: la citt\u00e0 di Ginevra<\/h3>\n<p>\"Ottimizziamo continuamente l'esperienza del cliente per fornire agli utenti una piattaforma il pi\u00f9 possibile intuitiva, efficiente e piacevole, in modo da utilizzare la tecnologia per facilitare la loro comunicazione con la citt\u00e0\", afferma Tom Royston, responsabile IT della Citt\u00e0 di Ginevra. Il dipartimento IT della Citt\u00e0 di Ginevra utilizza Service Now per la gestione ITSM dal 2000. Dal 2021, Service Now \u00e8 stato utilizzato anche per la gestione aziendale di vari servizi, come gli spazi pubblici, lo sport, i servizi sociali, la polizia municipale, gli acquisti e persino la gestione finanziaria. In questo modo, sono state sviluppate numerose applicazioni aziendali specifiche basate su blocchi funzionali riutilizzabili. Grazie al modulo CSM, il pubblico (cittadini e associazioni) pu\u00f2 ora effettuare 100 procedure online senza carta % per questi servizi specifici. L'obiettivo \u00e8 quello di coprire con questa procedura il maggior numero possibile di tipologie di richieste. Si tratta di una strategia efficace e moderna volta a facilitare la comunicazione dei cittadini con la citt\u00e0 attraverso la tecnologia.<\/p>\n<p><em>Fonte e ulteriori informazioni: <a href=\"https:\/\/www.servicenow.de\/\">ServiceNow<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>In Svizzera, 71% dei clienti sono meno fedeli al marchio rispetto a due anni fa. \u00c8 quanto emerge da un'indagine condotta da ServiceNow. La competenza nella risoluzione dei problemi (93%), il servizio continuo (93%) e i tempi di risposta rapidi (90%) sono particolarmente apprezzati dai consumatori svizzeri. Lo studio raccomanda che questi punti facciano parte di una strategia di customer experience a lungo termine.<\/p>","protected":false},"author":4,"featured_media":26442,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Customer-Experience-Strategie","_yoast_wpseo_metadesc":"In der Schweiz sind 71% der Kunden heute weniger markentreu als vor 2 Jahren. Eine langfristige Customer-Experience-Strategie h\u00e4lt dagegen.","articlekey":"","footnotes":""},"categories":[29],"tags":[139,4182,339,459],"class_list":["post-26433","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-experience","tag-kundenloyalitaet","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Langfristige Customer-Experience-Strategie gegen sinkende Kundenloyalit\u00e4t - Organisator<\/title>\n<meta name=\"description\" content=\"In der Schweiz sind 71% der Kunden heute weniger markentreu als vor 2 Jahren. 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