international customer experience management summit barcelona.pdf

Copyright ©2014 www.buljanandpartners.com

Customer Experience Implementation

in Big Organisations International Customer Experience Management Summit

24th of April 2014


Understanding of

Customer Experience in big organisations

Copyright ©2014 www.buljanandpartners.com 3

PRODUCT

CENTRIC

CUSTOMER

CENTRIC

CULTURAL CHANGE

STRUCTURAL CHANGE


How are we doing

now?


49%

89%

Customers switching brand due to bad

experience

Executives think …

Customers say …


44%

86%

Customer willing to pay more for a

great experience

Executives think …

Customers say …


26%

65%

7%

29%

61%

6%

31%

59%

7%

Miss expectations Meet expectations Exceed expectations

2010 2011 2012

We still don’t exceed expectations


80%

8%

CEOs Customers

"I believe this

company delivers

a superior customer

experience."


86% 4%


35% consider Customer

Experience metrics in

many of their important

decisions


Challenges Why is it so difficult?


#1

History of your

culture


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


#2

Your present way of

interacting


#3

Imposing the future

vs. creating it


#4

We keep staying on

the functional side


Let’s talk about

EMOTIONS …


What emotions do to

us …


Recommendations

for Customer Experience in

big organisations


#1

Start small and with

simple things


#2

Pay more attention to

common sense than to sophisticated ppts and

methodologies


#3

Measure less,

act more


#4

Truly understand what engaging

employees means


#5

JUST DO IT!


Let me share an

emotional experience

with you …


https://www.youtube.com/watch?v=t2zbbN4OL98


Thank you very much!

SPAIN

Buljan & Partners Consulting S.L.

Avenida de Manoteras 26, 3ºB28050 Madrid

t.: +34 914 488 882f: +34 914 488 943

[email protected]

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

[email protected]

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

[email protected]

https://twitter.com/Buljan_ES

http://www.youtube.com/user/BuljanAndPartnersES

vimeo.com/buljanandpartners

http://www.linkedin.com/company/buljan-&-partners-consulting-s.l.u.

blog.buljanandpartners.com

international customer experience management summit barcelona.pdf

Business