La Customer Experience come motore del business​

Sappiamo che una migliore customer experience si traduce in un business più florido per le aziende. Ma da dove partire? Secondo il framework CXPA, la cultura aziendale gioca un ruolo fondamentale nell’ambito della Customer Experience. Ecco perché il segreto per fornire un’eccellente esperienza ai nostri clienti è curare la nostra employee experience.

Pasquale Borriello, Co-founder Italian CXPA Network e CEO Arkage

1. La Customer Experience
come motore del business

2. Arkage © 2022 Pasquale
Borriello Padre di 5 figli —devo prepararmi al futuro
con l’AI!
L’intelligenza artificiale è una questione di
comunicazione e creatività.
Credo nell’AI for Good
CEO Arkage CEO Acquisition Team
Co-founder Italian CXPA Network
member of
in/borriello
@borriello

3. Arkage © 2022
cxpa.it
@borrielloPB

4. Arkage © 2022
[Il principale contributo CXPA al mondo della CX]
CX Core Competencies
Customer Insights
and Understanding
Customer
Experience
Strategy
Design,
Implementation,
and Innovation
Culture and
Accountability
LISTEN ALIGN IMPLEMENT SUSTAIN
Metrics,
Measurements,
and ROI
ANALYZE
@borrielloPB
CXPA.org © 2020

5. Arkage © 2022
@borrielloPB
La customer experience è
il motoredel business.
Siamod’accordo?

6. Arkage © 2022
@borrielloPB
Giovanni Binetti + Arkage © 2021
LOYALTY
CROSS-BUYING
UP-BUYING
WOM
MORE LONGEVITY
MORE
PROFITABILITY
MORE SERENITY
MORE
SATISFACTION
for the work we do
MORE POTENTIAL
INTO SALES
MORE SOLIDITY
TO COVER FIXED
COSTS
MORE RESOURCES
TO INNOVATE
HAPPY CUSTOMERS
(SATISFACTION
IS NOT ENOUGH!)

7. Arkage © 2022
@borrielloPB
SE la customer experience
èil motoredel business,
ALLORA qual èil motore
dellacustomer experience?

8. Arkage © 2022
@borrielloPB
Giovanni Binetti + Arkage © 2021
HAPPY CUSTOMERS
(SATISFACTION
IS NOT ENOUGH!)
EMPATHY
RESPONSIVENESS
RELIABILITY
ASSURANCE
CUSTOMER CENTRICITY
HAPPY EMPLOYEES
(SATISFACTION
IS NOT ENOUGH!)

9. Arkage ©
2022
@borrielloPB
HAPPY CUSTOMERS
(SATISFACTION
IS NOT ENOUGH!)
HAPPY EMPLOYEES
(SATISFACTION
IS NOT ENOUGH!)
EMPLOYEE
EXPERIENCE
CUSTOMER
EXPERIENCE

10. Arkage ©
2022
@borrielloPB
Customer Insights
and Understanding
LISTEN
Customer centricity e in
particolareascoltodel
clienteper comprenderne
necessitàe bisogni.
CX Core Competence #1

11. Arkage ©
2022
@borrielloPB
Un modelloorganizzativo
basatosuresponsabilitàe
coinvolgimentodei
dipendenti.
CX Core Competence #2
Customer
Experience
Strategy
ALIGN

12. Arkage ©
2022
@borrielloPB
Adozionedi pratichedi
gestionedel feedback
per il miglioramento
continuo, innovazionee
sperimentazione.
CX Core Competence #3
Design,
Implementation,
and Innovation
IMPLEMENT

13. Arkage ©
2022
@borrielloPB
MisurareEmployee
Experience, Customer
Experience, Customer
Performance Indicator
(CPI) e ROI delle
iniziative
CX Core Competence #4
Metrics,
Measurements,
and ROI
ANALYZE

14. Arkage ©
2022
@borrielloPB
Una culturacustomer-
centric, unavisione
condivisae una
leadership riconosciuta.
CX Core Competence #5
Culture and
Accountability
SUSTAIN

15. Arkage ©
2022
@borrielloPB
Case Studies

16. Arkage ©
2022
@borrielloPB
Customer satisfaction positively impacts
business performance, with satisfaction
mediating the effects of marketing strategy
variables.
Springer © 2019

17. Arkage ©
2022
@borrielloPB
“Glassdoor found that for every one-star
improvement in a company’s Glassdoor rating,
there’s a corresponding 1.3-point surge in
customer satisfaction scores. This impact is
especially pronounced in sectors where
employees and customers interact closely.”
HBR © 2019

18. Arkage ©
2022
@borrielloPB
> Organizational identification and job
satisfaction were positively correlated.
> Job satisfaction was correlated with customer
perceived value.
> Customer perceived value was in turn
correlated with customer satisfaction.
> Positive service climate for employees can
improve customer satisfaction.
International Journal of Hospitality Management© 2021

19. Arkage ©
2022
@borrielloPB
“…we found that employee satisfaction is
significantly related to service quality and to
customer satisfaction, while the latter in turn
influences firm profitability. We also found that
firm profitability has a moderate non-recursive
effect on employee satisfaction, leading to a
“satisfaction–quality–profit cycle”
Wiley © 2008

20. Arkage ©
2022
@borrielloPB
(da HBR 2019) “A 2006 study published in the
Journal of Marketing found that each 1%
improvement in ACSI customer satisfaction
scores for an employer was associated with a
statistically significant 4.6% boost in its overall
stock market value. Applying this to our
findings, we can calculate the possible impact
of a one-star improvement in Glassdoor
employer ratings, given the expected knock-on
improvement in customer satisfaction scores:
an increase of 7.8% to 18.9% in long-term
market valuation.”
Journal of Marketing © 2006

21. Arkage ©
2022
@borrielloPB
“From a macro perspective, employee
satisfaction trajectories strongly impact
customer satisfaction for companies with
significant employee–customer interaction, but
not for companies without such interaction.”
Journal of Academy of Marketing Science © 2019

22. Arkage ©
2022
@borrielloPB
La felicità dei dipendenti,
certo.
Ma come?

23. Arkage ©
2022
Customer Insights
and Understanding
Customer
Experience
Strategy
Design,
Implementation,
and Innovation
Culture and
Accountability
LISTEN ALIGN IMPLEMENT SUSTAIN
Metrics,
Measurements,
and ROI
ANALYZE
@borrielloPB
Ascolto attivo e
comunicazione
aperta con i
dipendenti
Incentivi e
riconoscimenti
per rafforzare le
buone pratiche
Supporto,
Formazione e
Sviluppo
Professionale
Bilanciamento
Vita-Lavoro e
Benessere
Psicofisico
Misurazione di
eNPS, E-SAT e
correlazioni

24. Arkage © 2022
@borrielloPB
HAPPY EMPLOYEES HAPPY CUSTOMERS
HAPPY COMPANIES
Takeaway #1

25. Arkage © 2022
CUSTOMER
CENTRICITY
FORMAZIONE
CONTESTO
LAVORATIVO
WELL-BEING
Takeaway #2
@borrielloPB

26. Arkage © 2022
@borrielloPB
Takeaway #3
L’happiness, anche
sulpostodi lavoro,
riguardasempre
l’unitàmente-corpo.

27. Per la realizzazione di questa presentazione sono stati utilizzati
strumenti di Intelligenza Artificiale Generativa. Il controllo finale dei
contenuti e delle fonti è stato effettuato da un essere umano.
Grazie ☺
in/borriello
Pasquale Borriello
@borriello
ITALIAN NETWORK