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Customer Experience as a Key for Service Innovation

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The transformative power of Service Innovation

The Basque Government, conscious of the importance of developing new policies and procedures to promote service innovation, organizes, in cooperation with DG Enterprise &
Industry (EC) and the Regional Development Agency (SPRI), this Awareness Raising Event held in Bilbao the next 10th of June.
This event will show recommendations from the Expert Panel in the context of the Europe 2020 strategy, on how to promote the power of service innovation to transform the economy, and also will
present the keys of developing new service innovations in companies as a critical part for them competitiveness.

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Customer Experience as a Key for Service Innovation

  1. 1. CUSTOMER EXPERIENCE as a key for SERVICE INNOVATION
  2. 2. Where do we come from?
  3. 3. Our real Innovation Process
  4. 4. Our Journey to Innovation 1998 Niche  Publishing Guides(Doctors, Architects,…) Crew: 15
  5. 5. 1998 Niche  Publishing Guides(Doctors, Architects,…) Crew: 15 1999 Outbound Telemarketing (Sales) Crew: 56
  6. 6. 1998 Niche  Publishing Guides(Doctors, Architects,…) Crew: 15 1999 2004 Outbound Inbound Telemarketing Telemarketing (Sales) (Customer Care, Help Desk) Crew: 56 Crew: 105
  7. 7. 2006 Customer . Navigation Chart Relationship . Sharing vision 1998 Management . Changing attitudes Projects . Blue Ocean Management Niche  Crew: 150 . Alliances Management Publishing Guides(Doctors, Architects,…) Crew: 15 1999 2004 Outbound Inbound Telemarketing Telemarketing (Sales) (Customer Care, Help Desk) Crew: 56 Crew: 105
  8. 8. 80% of CEOs believe theirBrand provides a superiorCustomer Experience.8% of their Customers agree.Bain&Co
  9. 9. 2006 2009 Customer Customer Relationship Experience 1998 Management Management Projects Projects Niche  Crew: 150 Crew: 211 Publishing Guides(Doctors, Architects,…) Crew: 5 1999 2004 Outbound Inbound Telemarketing Telemarketing (Sales) (Customer Care, Help Desk) Crew: 25 Crew: 75
  10. 10. Do you really know your Customer?
  11. 11. Most Organizations´ Customer Experience ModelObjective: to Deepen Customer Perceptions
  12. 12. How do you look at your Customer?
  13. 13. Fragmented vision?
  14. 14. … ¿Customer´s Vision?
  15. 15. …Customer´s Vision and his/her context?
  16. 16. Where we are
  17. 17. Change Management towards Customer Experienceis just “philosophy”? 2010 s/2009 +47% 150% +37% 140% +32% 130% 120% 110% 100% Turnover Crew Working Capital
  18. 18. 2006 2009 Customer Customer Relationship Experience 1998 Management Management Projects Projects Niche  Crew: 150 Crew: 211 Publishing Guides(Doctors, Architects,…) Crew: 5 1999 2004 2011 Outbound Inbound My Telemarketing Telemarketing Social Media (Sales) (Customer Care, Center Help Desk) Crew: 290 Crew: 25 Crew: 75
  19. 19. We believe that Services must be “tangible”for our Customers & our People
  20. 20. Where are we heading to
  21. 21. Analyzing Market & Testing new Business Models
  22. 22. Our Social Customer ExperienceManagement ModelIt´s the company´s response to the Customer´s ownership of the conversation(Paul Greenberg)
  23. 23. Our Customer Experience Management (CEM)Observe, Analyze & Decide 1. Target selection 2. Deepen & Positioning 3. Gaps Mapping 4. Blueprint the Customer Journey 5. Measure & Decide
  24. 24. We broad our perimeter… What about your Company?
  25. 25. Design Territory Status Audit Reflection Help Change Management Help Deep Impact Training Production Territory Status Audit Change Management Process Management Multichannel Management Loyalty Management TrainingTransforming Experiences into Results @JorgeGdelArco @xupera

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