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International Customer Experience Management Summit Barcelona.pdf

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Buljan & Partners Consulting
Buljan & Partners Consulting

“Why Customer Experience fails in big organizations”, ponencia de Silvana Buljan en el International Customer Experience Summit 2014 en Barcelona Silvana Buljan presentó en su ponencia las razones de la desconexión entre clientes y grandes empresas, matizando la necesidad de un acercamiento real de los empleados a los clientes y resumiendo los principales pasos y recomendaciones para lograrlo ¡No te pierdas la presentación!

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Copyright ©2014 www.buljanandpartners.com Customer Experience Implementation in Big Organisations International Customer Experience Management Summit 24th of April 2014
Copyright ©2014 www.buljanandpartners.com Understanding of Customer Experience in big organisations
Copyright ©2014 www.buljanandpartners.com 3 PRODUCT CENTRIC CUSTOMER CENTRIC CULTURAL CHANGE STRUCTURAL CHANGE
Copyright ©2014 www.buljanandpartners.com 4 How are we doing now?
Copyright ©2014 www.buljanandpartners.com 5 49% 89% Customers switching brand due to bad experience Executives think … Customers say …
Copyright ©2014 www.buljanandpartners.com 6 44% 86% Customer willing to pay more for a great experience Executives think … Customers say …
Copyright ©2014 www.buljanandpartners.com 7 26% 65% 7% 29% 61% 6% 31% 59% 7% Miss expectations Meet expectations Exceed expectations 2010 2011 2012 We still don’t exceed expectations
Copyright ©2014 www.buljanandpartners.com 8 80% 8% CEOs Customers "I believe this company delivers a superior customer experience."
Copyright ©2014 www.buljanandpartners.com 9 86% 4%
Copyright ©2014 www.buljanandpartners.com 10 35% consider Customer Experience metrics in many of their important decisions
Copyright ©2014 www.buljanandpartners.com 11 Challenges Why is it so difficult?
Copyright ©2014 www.buljanandpartners.com 12 #1 History of your culture
Copyright ©2014 www.buljanandpartners.com 13 Vision of the future Cash cow customer Market & customer research Customer experience management Customer relationship management Customer centric leadership Drivers 1)Transactional 2) Financial 3) Short-term 4) Product leadership Drivers 1) Detect needs 2) Analysis 3)Understand 4) Satisfaction Drivers 1) Personalize 2) Consolidate data 3) Objective actions Drivers 1) Interactions 2) Importance 3) Memories 4) Emotions Practices: Wal-mart V. Marsans VW Group Practices: P&G Santander Practices: Amazon Bankinter Inditex Practices: Mercedes Lufthansa Orange Practices: Apple Mercadona Virgin Group Drivers 1) Sustainability 2) Engagement 3) Loyalty 4) Relationship
Copyright ©2014 www.buljanandpartners.com 14 #2 Your present way of interacting
Copyright ©2014 www.buljanandpartners.com 15
Copyright ©2014 www.buljanandpartners.com 16 #3 Imposing the future vs. creating it
Copyright ©2014 www.buljanandpartners.com 17 #4 We keep staying on the functional side
Copyright ©2014 www.buljanandpartners.com 18
Copyright ©2014 www.buljanandpartners.com 19 Let’s talk about EMOTIONS …
Copyright ©2014 www.buljanandpartners.com 20
Copyright ©2014 www.buljanandpartners.com 21 What emotions do to us …
Copyright ©2014 www.buljanandpartners.com 22
Copyright ©2014 www.buljanandpartners.com 23 Recommendations for Customer Experience in big organisations
Copyright ©2014 www.buljanandpartners.com 24 #1 Start small and with simple things
Copyright ©2014 www.buljanandpartners.com 25 #2 Pay more attention to common sense than to sophisticated ppts and methodologies
Copyright ©2014 www.buljanandpartners.com 26 #3 Measure less, act more
Copyright ©2014 www.buljanandpartners.com 27 #4 Truly understand what engaging employees means
Copyright ©2014 www.buljanandpartners.com 28 #5 JUST DO IT!
Copyright ©2014 www.buljanandpartners.com 29 Let me share an emotional experience with you …
Copyright ©2014 www.buljanandpartners.com 30
Copyright ©2014 www.buljanandpartners.com Thank you very much! SPAIN Buljan & Partners Consulting S.L. Avenida de Manoteras 26, 3ºB 28050 Madrid t.: +34 914 488 882 f: +34 914 488 943 info@buljanandpartners.com GERMANY Buljan & Partners Consulting GmbH Jakob-Klar-Str.4 80796 München t: + 49 89 890 65 76-0 f: +49 89 890 65 76-29 info@buljanandpartners.de PORTUGAL Buljan & Partners Consulting S.L. Av.República, nr. 6 - 7º Esq. 1050-191 Lisboa t: +351 213 303 720 f: +351 213 195 609 r.silva@buljanandpartners.com

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