20150312 javier gallardo sage jornada cx
TRANSCRIPT
CUSTOMER EXPERIENCE MANAGEMENT
Javier Gallardo@jgallar
Director CX y Control OperacionesSage
Una jornada en la que una selección de expertos profesionales y profesores de ICEMD, comparten claves, tendencias y oportunidades en innovación digital
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# CEM #ICEMD
20150312 Jornada CX
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
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JORNADA EN CUSTOMER EXPERIENCE MANAGEMENT #CEM #ICEMD
#CEM #ICEMDJORNADA EN CUSTOMER EXPERIENCE MANAGEMENT
NP$… la CX es
rentableJavier Gallardo
12 Marzo 2015
Algunos Conceptos claveEl círculo mágicoLos pilares para entregar una experiencia memorable a tus clientes.
CX“Lo que siento cuando
interactúo con una compañía”
¿Por qué la
Experiencia es tan importante?
“95% de las decisiones se toman con el corazón y se
justifican con la razón”
NP$ Net Promoted Score¿Con que probabilidad recomendaría Sage a un colega o amigo?
CE$ Customer Effort Score
CA Customer Advocacy
20150312 Jornada CX
Economics: ¿Cómo la CX nos ayuda en nuestros resultados?
CX = A + R + EADQUISICION 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
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 empresasdicen 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 YOUKNOW
20150312 Jornada CX
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
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
OR OR
• 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 OR
OR OR OR OR OR
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 questionI 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 moreI 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
20150312 Jornada CX
Love Cycle esta basado en
una historia real
Más de
20.000 comentarios…
20150312 Jornada CX
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
“Aunque tus clientes no te amen si entregas una mala experiencia, …tus competidores si lo harán”
20150312 Jornada CX