customer experience as a key for service innovation

CUSTOMER EXPERIENCE as a key for SERVICE INNOVATION

Where do we come from?

Our real Innovation Process

1998

Niche Publishing Guides

(Doctors, Architects,…)

Crew: 15

Our Journey to Innovation

1998

Niche Publishing Guides

(Doctors, Architects,…)

1999

OutboundTelemarketing

(Sales)

Crew: 15

Crew: 56

1998

Niche Publishing Guides

(Doctors, Architects,…)

1999

OutboundTelemarketing

(Sales)

2004

InboundTelemarketing(Customer Care,

Help Desk)

Crew: 56 Crew: 105

Crew: 15

2006

CustomerRelationshipManagement

Projects

. Navigation Chart

. Sharing vision

. Changing attitudes

. Blue Ocean Management

. Alliances Management

1998

Niche Publishing Guides

(Doctors, Architects,…)

1999

OutboundTelemarketing

(Sales)

2004

InboundTelemarketing(Customer Care,

Help Desk)

Crew: 56 Crew: 105

Crew: 15

Crew: 150

80% of CEOs believe theirBrand provides a superiorCustomer Experience.

8% of their Customers agree.

Bain&Co

2006

CustomerRelationshipManagement

Projects1998

Niche Publishing Guides

(Doctors, Architects,…)

1999

OutboundTelemarketing

(Sales)

2004

InboundTelemarketing(Customer Care,

Help Desk)

Crew: 25 Crew: 75

Crew: 5

Crew: 150

2009

CustomerExperienceManagement

Projects

Crew: 211

Do you really know your Customer?

Most Organizations´Customer Experience Model

Customer PerceptionsObjective: to Deepen

How do you look at your Customer?

Fragmented vision?

… ¿Customer´s Vision?

…Customer´s Vision and his/her context?

Where we are

2010 s/2009

100%

110%

120%

130%

140%

150%

Turnover Crew Working Capital

+37%

+32%

+47%

Change Management towards Customer Experienceis just “philosophy”?

2006

CustomerRelationshipManagement

Projects1998

Niche Publishing Guides

(Doctors, Architects,…)

1999

OutboundTelemarketing

(Sales)

2004

InboundTelemarketing(Customer Care,

Help Desk)

Crew: 25 Crew: 75

Crew: 5

Crew: 150

2009

CustomerExperienceManagement

Projects

Crew: 211

2011

MySocial Media

Center

Crew: 290

We believe that Services must be “tangible”for our Customers & our People

Where are we heading to

Analyzing Market & Testing new Business Models

It´s the company´s response to the Customer´s ownership of the conversation(Paul Greenberg)

Our Social Customer ExperienceManagement Model

Observe, Analyze & Decide

1. Target selection 2. Deepen & Positioning 3. Gaps Mapping

4. Blueprint the Customer Journey 5. Measure & Decide

Our Customer Experience Management (CEM)

We broad our perimeter… What about your Company?

Design TerritoryStatus AuditReflection HelpChange Management HelpDeep Impact Training

Production TerritoryStatus AuditChange ManagementProcess ManagementMultichannel ManagementLoyalty ManagementTraining

Transforming Experiences into ResultsResults

@JorgeGdelArco@xupera