LEGO ha proposto un metodo degno di nota per progettare una valida esperienza dei suoi clienti – e anzi per trasformarla in una “WOW experience”. Si tratta della Customer Experience Wheel.
Questo strumento si riferisce a uno specifico cliente, il senior executive descritto nel centro, e a un suo viaggio da Londra a New York per visitare LEGO.
LEGGI ANCHE: Il modello di Customer Experience di Starbucks
L’innovazione portata da LEGO nel customer experience management
L’interesse di tale approccio deriva da alcune precise caratteristiche:
- la mappa articola l’esperienza come un ciclo suddiviso in tre parti – prima, durante e dopo;
- essa descrive in notevole dettaglio tutte le tappe che l’executive incontra nelle varie fasi del suo viaggio;
- alcune di queste fasi sono indicate come “momenti di verità”, da cui dipende che l’esperienza risulti positiva (superando il rischio di alienare il cliente);
- rispetto a tali “make or break moments” la mappa pone la questione di cosa è possibile fare per ottenere che il cliente ritorni volentieri;
- per altre fasi viene posto l’interrogativo di quali dati siano utili per assicurare la migliore esperienza possibile.
Nell’implementazione della sua “ruota”, LEGO si pone l’obiettivo di come l’esperienza possa essere costantemente migliorata e come creare degli elementi di sorpresa che possano stupire positivamente il cliente.
La Customer Experience Wheel viene anche regolarmente testata, allo scopo di ottimizzarla e di raffinare i momenti di sorpresa a essa associati. Questo esempio conferma che le aziende più avanzate sono oltremodo attente a migliorare l’esperienza dei clienti, cercando di comprenderne a fondo le aspettative e i bisogni quali si delineano nei vari percorsi di avvicinamento dei clienti alla propria realtà.
Dai touch point fisici a quelli digitali
Il metodo utilizzato da LEGO è centrato sull’esperienza fisica, o comunque non è totalmente tarato sul ruolo dei media digitali nell’esperienza della persona. Risulta però immediato e relativamente semplice, una volta mappati tutti i touch point a cui è possibile fare riferimento durante, declinare la Customer Experience Wheel sugli asset digitali.
[…] executive descritto nel centro, e ad un suo viaggio da Londra a New York per visitare LEGO. La mappatura del processo decisionale deve essere di supporto all’individuazione dei fattori che soddisfano il cliente e alla […]
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