BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS ACHIEVING BREAKTHROUGH SERVICE

Economies of Loyalty 1

Customer Equity

PERCEIVE D VALUE BENEFITS (FUNCTIONAL + EMOTIONAL + SOCIAL) PRICE + INCONVENIENCES + UNCERTAINTIES = Relentless focus in creating and capturing value

Redesigning the customer experience 2

Everyone loves… Conven ience Simplic ity Customiz ation Affordabil ity

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

APPLE STORE (NY): 5th Avenue, , 3:05 pm 200

SONY STORE (NY): Madison Avenue, , 3:20 pm 10

General Manager Finance Human Resources Prod. development Sales & Marketing Operations >>>>>>>>>COSTUMER SERVICE REQUIRES HORIZONTAL PROCESSES >>>>>>>>>> *

Customer- centric Master Plans 3

Your market place is your data base. Stan Rapp, Founder of McCann

SCORING - Grades, ratings, 1 to 5... FEEDBACK - Comments, complaints, suggestions.. QUALITATIVE RESEARCH - Surveys, focus groups, interviews... OPERATIONS - Front line personnel, other listening posts STRATEGY - Customer participation in product development, market definition, employee selection Customer satisfaction: listening to customers

EXTROVERT INTROVERT RATIONAL EMOTIONAL ANGLOSAXON LATIN NORDIC SWISS GERMAN Different consumers with different mindsets

A customer-centered approach to the marketplace

Soneva Gili, The Maldives

Soneva Kiri, Thailand

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.

Thank you!