International Customer Experience Management Summit Barcelona.pdf

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“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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Customer Experience Implementation
in Big Organisations
International Customer Experience Management Summit
24th of April 2014

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Understanding of
Customer Experience
in big organisations

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PRODUCT
CENTRIC
CUSTOMER
CENTRIC
CULTURAL
CHANGE
STRUCTURAL
CHANGE

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How are we doing
now?

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44%
86%
Customer willing to pay more for a
great experience
Executives think …
Customers say …

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26%
65%
7%
29%
61%
6%
31%
59%
7%
Miss expectations Meet expectations Exceed expectations
2010 2011 2012
We still don’t exceed expectations

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80%
8%
CEOs Customers
"I believe this
company delivers
a superior customer
experience."

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86% 4%

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35% consider Customer
Experience metrics in
many of their important
decisions

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Challenges
Why is it so difficult?

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#1
History of your
culture

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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

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#2
Your present way of
interacting

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#3
Imposing the future
vs. creating it

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#4
We keep staying on
the functional side

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Let’s talk about
EMOTIONS …

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What emotions do to
us …

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Recommendations
for Customer Experience in
big organisations

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#1
Start small and with
simple things

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#2
Pay more attention to
common sense
than to sophisticated ppts and
methodologies

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#3
Measure less,
act more

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#4
Truly understand
what engaging
employees means

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#5
JUST DO IT!

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Let me share an
emotional experience
with you …

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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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