Positive Emotional States Empathetic observation and thinking: record the emotions and the circumstances that triggered the emotions Discovering, Learning, Buying, Acquiring, Using, Connecting Negative Emotional States Involved Trusted At ease Informed AmusedEmpoweredEngagedValued HelplessAnxious MisinformedAloneMistrusted Neglected Spotting the unarticulated needs to amaze customers with a customer experience they never could have imagined… Confused
Problema… La percepción del trabajo de un comercial es negativa Fuente: Encuesta de Daniel Pink a 7000 trabajadores en EEUU
Borrow great ideas from other industries… Disneyland Singapore Airlines Fandango Lexus Virgin Airlines Amazon ebay Starbucks Others… Identify a service experience that provoked really good feelings to you…. 1.…unique attributes…that made it so memorable? 2.How did it defy your expectations? 3.How might we leverage this idea to redefine customer expectations in our own industry? Key Moments of truth Customer corridor Ideas for reengineering the customer experience
Purpose Profits Passion People Engine Inadequate Business Engine Inadequate Adequate Empowering the Business Engine and the People Engine
Empowering the People Engine One-to-one leadership Self-leadership Institutional leadership Team leadership The Power of Integrity The Power of Conection The power of Reputatio n The Power of Cohesion
Si se pierde dinero, lo puedo entender y seré paciente. En cambio si se pierde la reputación sere implacable. La reputación es el único verdadero activo – sin reputación, un negocio no vale nada. Warren Buffet Berkshire Hathaway
Multichannel delivery systems Reengineering the supply and value chain Innovative value proposition Needs based segmentation and targeting Collaborative Power Custom er Experie nce Power Operati onal Power Conceptual Power Empowering the Business Engine
If you cant describe your position in eight words or less, you dont have a position. Seth Godin, Expert on Word of Mouth
CHALLENGER BRAND MINDSET The challenger is very open about its desire to bring some new way of thinking to the category. This tends to consist in putting right something in the category which has, in its view, gone seriously wrong, and it talks in terms of having a cause or being an agent of change.
CHALLENGER BRAND MINDSET The Peoples Champion Virgin Atlantic, Wikipedia Motives: They are fighting for me – I win The Scrappy David Ryanair Motives: Nobody roots for Goliath – people like underdogs The Real and Human challenger Ben and Jerrys, Innocent. Motives: real people brand in a faceless category The Missionary Dove, Al Gore 2.0 A challenger fired up with a view about the world it has to share.