Digital Transformation | CX/UX Strategist | Journalist
I help your company define the identikit of your customers and design journeys to transform users into qualified leads by calibrating digital presence and targeting communication.
About Marcello Peluso
With a strong customer focus and a problem-solving attitude, I’m a data-driven decision maker and I love combining technology, data analytics, creativity, communication, research, and content creation to help companies (including start-ups) face the future.
Milan (Italy) - Digital Innovation Advisor & Project Manager
Tecsa Group Ltd
Riyadh (KSA) - Loyalty Programme Manager
Milan (Italy) - Digital Transformation & Big Data Senior Programme Manager
CoffeeBI | Coffee Business Intelligence
Milan (Italy) - Co-founder
Associazione Mystery Audit Italia
Milan (Italy) - Member of Steering Commettee and head of Communication
Eyra Artificial Intelligence Ltd
Chiasso (Switzerland) - Start-up Marketing Consultant
London (UK) - Southern Europe Associate Director
Milan (Italy) - Senior Insight Analyst
Milan (Italy) - Consumer Insight Specialist
Databank - Cerved
Milan (Italy) - Marketing Analyst
2021 - Now
Kristall Radio Milano
Milan (Italy) - Journalist, Media relations coordinator, Radio host.
Radio BlaBla Net.
Milan (Italy) - Editorial Director and radio host.
Milan (Italy) - Journalist and editorial staff coordinator
Milan (Italy) - Blogger at "Fanpage d'autore"
La Voce d'Italia
Milan (Italy) - Columnist and head of Radio Observatory
Bangkok (THA) - Contributor from Europe for Nation Junior
OhMy News International
Seoul (KOR) - Citizen Reporter from Italy
Radio Punto Zero
Naples (Italy) - Journalist, author and radio host
Calcio Campano eMagazine
Naples (Italy) - Co-founder and journalist
Bologna (Italy) - Correspondent from Naples
Radio Antenna Uno
Naples (Italy) - Radio host
Radio Antenna Partenope
Naples (Italy) - Radio host
My Customer Experience Approach
I believe that every client is different from others and their experience is the key driver of success in their decision process.
Users, Customers, Clients, Buyers, Prospects or whatever you want to call them, when you sell physical products or digital outcomes or provide services, your users’ experience begins in the first contacts with your company, continues during the purchase process, and go through delivery (whatever is provided by you or other companies), and it continues with your communication and post-sales capacity to build loyalty.
Grouping users into homogenous categories and tailoring their paths to profiles improves their good experience and the chance of purchase to a new customer by up 20% and to an existing customer by up to 70%.
Some analyses and KPIs to measure your product or service experience
- Behaviour and attitude analysis (Customer Effort Score – CES, Purchase/Usage propension, A/B tests)
- Retention metrics (Customer Satisfaction – CSAT, Customer Churn, Net Promoter Score, Customer Retention Rate, Average Order Value, Customer Lifetime Value, Churn rate)
- Engagement Metrics (Unique Visitors, New vs Returning, Visitors, Pageviews,
Time on Page, Pages per Session, Conversion Rate, bounce rate etc.)
- Adoption Metrics (Active Users, Product Access,
Average Time Spent with Product, Feature Adoption Rate)
- Real monitoring metrics (User Satisfaction Score/Apdex, HTTP Requests)
- Usability tests (Task Success Rate, Time-on-Task, Use of Search vs. Navigation, User Error Rate, Task Level Satisfaction, Test Level Satisfaction)
Che verso hanno le tazzine da caffè?
Akkuaria Edizioni, 2007
La città che brucia
Rac-Corti, mini storie per chi va di fretta (A.A.V.V.)
LAB Giulio Perrone Editore, 2008