During one of my macro-economy exams at the University I learned about the Index of Genuine Happiness. That concept impressed me a lot. It was calculated by taking into consideration education, medical services, life expectancy, etc.
I’m about to say three words that will annoy many serious customer experience professionals: Customer Happiness Index.
Why not, I say.
How to measure it?
Well, with Social Media Integration CRM has dramatically changed (and will keep changing even more in the future).
So, which data will be relevant when willing to measure your Customers Happiness Index?
*Genuine Happiness Index – Demographic per country: ie. = official social statistics about Genuine Happiness Index of females from 15 to 25 in Italy.
* Purchase behaviour = orders per customer, average order value, purchase activity throughout the year, promotional response (is the customer sensitive to brand awareness or promotional newsletters?)
* Number of friends on facebook? (clearly not taking for granted that the more, the merrier. I would probably think the opposite).
* Online presence?
Many data could be retrieved, used, crossed and put together to create different customer personas.
What comes next is easy. Once you know who you’re talking to, you need to make sure that – whatever it is that you’re trying to say – you speak their very own language.
It’s not just about marketing. This could be used to do some useful marketing, the one that aims at encountering people’s needs.
But maybe I’m a little bit too idealistic.