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20150312 javier gallardo sage jornada cx

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20150312 javier gallardo sage jornada cx

  1. 1. CUSTOMER EXPERIENCE MANAGEMENT Javier Gallardo @jgallar Director CX y Control Operaciones Sage Una jornada en la que una selección de expertos profesionales y profesores de ICEMD, comparten claves, tendencias y oportunidades en innovación digital Añadir foto # CEM#ICEMD 20150312 Jornada CX
  2. 2. Resumen profesional ponente • Senior Customer Experience & Operations Manager en Sage www.sage.es • Más de 15 años de experiencia en el sector de las TIC, desarrollando diferentes puestos siempre relacionados con la mejora de eficiencia y la transformación de la organización hacía el cliente. • Profesor y ponente en diferentes universidades y escuelas de negocio. @jgallar Javier Gallardo Añadirfoto JORNADA EN CUSTOMER EXPERIENCE MANAGEMENT #CEM #ICEMD
  3. 3. #CEM #ICEMDJORNADA EN CUSTOMER EXPERIENCE MANAGEMENT NP$ … la CX es rentable Javier Gallardo 12 Marzo 2015
  4. 4. Algunos Conceptos clave El círculo mágico Los pilares para entregar una experiencia memorable a tus clientes. CX “Lo que siento cuando interactúo con una compañía” ¿Por qué la Experiencia es tan importante? “95% de las decisiones se toman con el corazón y se justifican con la razón” NP$ Net Promoted Score ¿Con que probabilidad recomendaría Sage a un colega o amigo? CE$ Customer Effort Score CA Customer Advocacy 20150312 Jornada CX
  5. 5. Economics: ¿Cómo la CX nos ayuda en nuestros resultados? CX = A + R + E ADQUISICION Nuevos clientes que te eligen por la promesa de marca Nuevos clientes generados por el boca a boca RETENCION EFICIENCIA Incremento del Customer Life Time Value Precio adicional dispuesto a pagar por recibir una mejor experiencia Mejores tasas de renovación Mejor Share of wallet Adquisicion habilidad para incremenar su base de clientes. Retencion habilidad para mantener y hacer crecer a sus clientes existentes. Efiencia habilidad para hacer más con menos. 20150312 Jornada CX
  6. 6. Por cada cliente que se molesta en reclamar, 26 permanecen en silencio Source: White House Office of Consumer Affairs 91% de los Clientes insatisfechos no volverán a comprar nunca más a una compañía que no los satisface Source: Lee Resources 80% de las empresas dicen que ofrecen servicio "superior" al cliente 8% de los clientes de estas mismas empresas piensan que el servicio es “superior” Source: Lee Resources Se tardan 12 experiencias positivas en compensar una negativa sin resolver Source: “Understanding Customers” Ruby Newell-Legner 7 de cada 10 clientes estarían dispuestos a gastar más con las empresas que creen proporcionar un excelente servicio Source: American Express Survey, 2011 En promedio, los clientes leales generan un valor de hasta 10 veces más del realizado en su primera compra Source: White House Office of Consumer Affairs DID YOU KNOW 20150312 Jornada CX
  7. 7. El caso de Sage
  8. 8. Entrega una experiencia consistente: Ciclo del amor, framework… Personaliza la experiencia a entregar en cada uno de los modelos de negocio: Suscripción, online… Convierte la estrategia en una oportunidad de entregar experiencias a los clientes Diseña un modelo de indicadores que te permita tomar decisiones sobre la experiencia percibida Conoce la experiencia percibida por cada uno de tus clientes y adapta tus acciones: IEC Crea un lenguaje común que te permita hacer comprensible la CX: Apóstol, detractor, neutral… Selecciona la mejor persona para cada contacto con tus clientes. Democratiza el marketing en tu organización Pon en valor cada acción que hagas con tus clientes Principios de la CX en Sage España 20150312 Jornada CX
  9. 9. Sage Global CX Committee 2013 - Javier Gallardo, Emilio Garcia, Jim Pendergast, Wai Au, Charlie Colquhoun & TeamVersion 95 12/02 Customer Experience Framework Enjoyable More Control Smart & Efficient Be There Peace of Mind WE ARE…WE ARE… STAGESSTAGES THINKINGTHINKING • I think I need a solution. • My business is different. • Where do I find what I need? • Cost or feature set? • What’s the right choice? • Make my choice simple. • Did I pay too much? • Do I understand what I get? • Do I understand the contract? • How do I pay? • Who’s my contact at Sage? • Is Sage there for me? • What do I need to know? • What will I have to change? • Easy migration is vital. • Can I do this? • Where do I get help? • What are the best practices? • Does this look right? • What do I do? • Where do I go for help? • Should I get some training? • How do I optimize? • Will it meet future needs? • Has Sage met my needs? • Has Sage met expectations? • Is it worth the price? • Is there a better option? • What is the cost to switch? • Should I renew of leave? DOINGDOING FEELINGFEELING • Uninformed • Anxious • Cautious. • Cheated • Confused • Satisfied • Confident • Valued • Cared • Promoter OROR • Overwhelmed • Indecisive • Cautious • Confused • Concerned • Reticent • Melancholic • No comfort • Helpless • Abandoned • FUD • Frustrated • Desperate • Helpless • Abandoned • Unsatisfied • Disappointed • Cheated • Unsure • Detractor • Excited • Interested • Informed • Confident • Secure • Informed • Understood • Secure • Confident • No obligation • Informed • Confident • Optimistic • Competent • Autonomous • Competent • Understood • Relaxed • Secure • Confident OROR OROR OROR OROR I needI need I exploreI explore I researchI research I compareI compare I chooseI choose I purchaseI purchase I waitI wait I am welcomed I am welcomed I receiveI receive I setupI setup I useI use I teachI teach I manageI manage I learnI learn I ask a question I ask a question I get an answer I get an answer I need to findI need to find I have a problem I have a problem I need to learn more I need to learn more I renewI renew I validateI validate I add onI add on I upgradeI upgrade I leaveI leave RENEW / LEAVEEVALUATE BUY GET HELPUSE Agility Integrity TrustInnovation Simplicity Our reputation makes it easy to start a relationship with us. Evaluate Our reputation makes it easy to start a relationship with us. Evaluate We remove barriers and make it easy to do business with us. Evaluate/Buy We remove barriers and make it easy to do business with us. Evaluate/Buy We know the needs of our customers and deliver solutions which fits best. Evaluate/Buy We know the needs of our customers and deliver solutions which fits best. Evaluate/Buy We make it easy to shop, compare and make a decision to purchase. Evaluate / Buy We make it easy to shop, compare and make a decision to purchase. Evaluate / Buy We deliver easy to use products that are enjoyable. Use We deliver easy to use products that are enjoyable. Use I Become Aware I Become Aware I connectI connect We automate time consuming tasks to give our customers more freedom. Use We automate time consuming tasks to give our customers more freedom. Use Ease to use (upgrading and migrating is easy). Products set up is plug-and-play. Use Ease to use (upgrading and migrating is easy). Products set up is plug-and-play. Use We listen to our customers and innovate to deliver outstanding solutions. Evaluate / Buy / Use We listen to our customers and innovate to deliver outstanding solutions. Evaluate / Buy / Use We give our employees the confidence to do the right things for our customers. Get Help We give our employees the confidence to do the right things for our customers. Get Help We communicate clearly to build our customer relationships. Get Help We communicate clearly to build our customer relationships. Get Help We provide value with our expertise. Get Help We provide value with our expertise. Get Help We are agile and transparent when interacting customers and partners Get Help We are agile and transparent when interacting customers and partners Get Help We make it easy for our customers to grow this business. Get Help We make it easy for our customers to grow this business. Get Help We make it easy to learn & grow. Get Help We make it easy to learn & grow. Get Help We make it easy to get you the help you need. Get Help We make it easy to get you the help you need. Get Help We make the decision to renew easy for our customers. Renew We make the decision to renew easy for our customers. Renew We listen and act on our customers needs. Renew We listen and act on our customers needs. Renew Our customers and partners trust us. Renew Our customers and partners trust us. Renew 20150312 Jornada CX
  10. 10. 20150312 Jornada CX Love Cycle esta basado en una historia real Más de 20.000comentarios… 20150312 Jornada CX
  11. 11. Sage LOVE CYCLE START 29 30 31 CEI Continue… Game Over… 17 18 19 20 21 22 23 24 25262728 P+S+T 14 1315 16 $V 101112 8 9 1 2 3 4 5 7 6 Sage Love Cycle 20150312 Jornada CX
  12. 12. Pero…¿esto es tambien cierto para Sage España? 15p.p. Fidelización 40% Captación 20150312 Jornada CX
  13. 13. “Aunque tus clientes no te amen si entregas una mala experiencia, … tus competidores si lo harán” 20150312 Jornada CX
  14. 14. Javier Gallardo Director CX y Control Operaciones Sage Añadir foto # CEM #ICEMD @jgallar Añadir foto 20150312 Jornada CX

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