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Alain Thys en el VII Congreso DEC | The Experience Evolution

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Presentación utlizada por Alain Thys, Arquitecto de Experiencia y Fundador de customerfit.eu durante su ponencia en el VII Congreso DEC

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Alain Thys en el VII Congreso DEC | The Experience Evolution

  1. 1. Customer Experience Management Yesterday, Today, tomorrow
  2. 2. Some credentials Make the world more customer-friendly Alain Thys
  3. 3. Yesterday
  4. 4. The oldest customer complaint on record “When you came, you said to me as follows : "I will give Gimil-Sin (when he comes) fine quality copper ingots." You left then but you did not do what you promised me. You put ingots which were not good before my messenger (Ṣīt-Sin) and said "If you want to take them, take them, if you do not want to take them, go away!" What do you take me for, that you treat somebody like me with such contempt? I have sent as messengers gentlemen like ourselves to collect the bag with my money (deposited with you) but you have treated me with contempt by sending them back to me empty-handed several times, and that through enemy territory. Is there anyone among the merchants who trade with Telmun who has treated me in this way? You alone treat my messenger with contempt! On account of that one (trifling) mina of silver which I owe(?) you, you feel free to speak in such a way, while I have given to the palace on your behalf 1,080 pounds of copper, and Šumi-abum has likewise given 1,080 pounds of copper, apart from what we both have had written on a sealed tablet to be kept in the temple of Samas. How have you treated me for that copper? You have withheld my money bag from me in enemy territory; it is now up to you to restore (my money) to me in full. Take cognizance that (from now on) I will not accept here any copper from you that is not of fine quality. I shall (from now on) select and take the ingots individually in my own yard, and I shall exercise against you my right of rejection because you have treated me with contempt.”
  5. 5. 1980s: Total Quality Management Quality is defined by customer requirements 1. Top management is responsible for quality 2. Quality requires a systematic effort 3. Everyone works on quality projects
  6. 6. Customer satisfaction Degree of achievement attributes attributes attributes BASIC DELIGHT PERFORMANCE 1990s: Kano model Norakio Kano
  7. 7. 1980: The moments of truth
  8. 8. 1990s: Experience blueprint
  9. 9. 1990s: Loyalty economics
  10. 10. 2000s: The Net Promoter Score
  11. 11. 2010s: The customer experience arms race Journey mapping Customer voice Customer mindset Transformations Customer analytics Big data …
  12. 12. Upto 2020: The customer experience arms race
  13. 13. Today
  14. 14. The main lesson for success
  15. 15. Customerfit The Customerfit Model (the game to play) Customer insight D.1. Competitive insight Market foresight Customer business plan Describe the experience D.2. D.3. D.4. D.5. Listen to the customer voice Customer-driven processes Measure & set customer goals Align IT & data mgmt. Work cross silo & region O.1. O.2. O.3. O.4. O.5. Act on customer feedback Act on VoC Insights CC efforts into money Improve CC capabilities Challenge strategy I.1. I.2. I.3. I.4. I.5. Customer leadership Employee willingness Employee skills & mind-set Employee enablement Customer appreciation E.1. E.2. E.3. E.4. E.5. DESIGN the right experience IMPROVE and innovate ENGAGE the people OPERATIONALISE the vision
  16. 16. DESIGN OPERATIONALISE ENGAGE IMPROVE Customer insights 62% Competitive insights 35% Market foresight 15% Customer driven bus. plan 50% Describe cust. experience 19% Listen to the VoC 27% Customer driven processes 35% Measurements & goals 42% Align IT & data management 12% Work cross-silo & region 38% Customer-centric leadership 69% Employee willingness 46% Customer skills & mindset 31% Enable employees 54% Customer appreciation 39% Act on feedback 15% Act on VoC insights 19% Customer efforts to money 15% Improve capabilities 12% Challenge strategy & practice 27% Customerfit The Customerfit benchmarks Customerfitself-assessmentbenchmarkdataOct2016-Mar2020 %companiesatPerforming/Elitelevels
  17. 17. 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Design Operationalise Engage Improve Aspiring Active Performing Elite Top 81 Worst 28 49 Customerfit The Customerfit benchmarks UPDATE TO LATEST Customerfitself-assessmentbenchmarkdataOct2016-Mar2020
  18. 18. Customerfit Test your own capabilities (free ) Available for only a few weeks after the DEC Conference
  19. 19. Customerfit Customer fitness requires a training plan
  20. 20. Tomorrow
  21. 21. Know me and what I want
  22. 22. Treat me like a human being
  23. 23. Immerse me
  24. 24. Show me you mean it
  25. 25. Let’s connect or have virtual coffee! Don’t forget your FREE Customerfit Scan on scan.customerfit.eu
  26. 26. Customer Experience Management Yesterday, Today, tomorrow

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