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
