BRINGING PASSION, PURPOSE AND PERFORMANCE TO THE HEART OF BUSINESS

ACHIEVING BREAKTHROUGH SERVICE

Economies of

Loyalty

1

Customer Equity

PERCEIVED VALUE

BENEFITS (FUNCTIONAL +

EMOTIONAL + SOCIAL)PRICE + INCONVENIENCES + UNCERTAINTIES

=

Relentless focus in creating and capturing value

Redesigning the

customer experience

2

Everyone loves…

Convenience

Simplicity

Customization

Affordability

PositiveEmotionalStates

Empathetic observation and thinking: record the emotions and the circumstances that triggered the emotions

Discovering, Learning, Buying, Acquiring, Using, Connecting

NegativeEmotional States

InvolvedTrusted

At easeInformed

Amused Empowered EngagedValued

Helpless Anxious

Misinformed Alone MistrustedNeglected

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, 08-22-07, 3:05 pm

200

SONY STORE (NY): Madison Avenue, 08-22-07, 3:20 pm

10

General Manager

Finance Human Resources

Prod. developmen

t

Sales & Marketing

Operations

>>>>>>>>>COSTUMER SERVICE REQUIRES HORIZONTAL PROCESSES >>>>>>>>>>

*

Customer-centricMaster 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 postsSTRATEGY- Customer participation in product development, market definition, employee selection

Customer satisfaction: listening to customers

EXTROVERT

INTROVERT

RATIONAL EMOTIONAL

ANGLOSAXON LATIN

NORDICSWISS GERMAN

Different consumers with different mindsets

A customer-centered approach to the marketplace

Soneva Gili, The Maldives

Soneva Kiri, Thailand

PurposeProfitsPassionPeople

Engine

Inadequate

Business Engine

Inadequate

Adequate

Adequate

Empowering the Business Engine and the People Engine

Empowering the People Engine

One-to-oneleadership

Self-leadership

Institutionalleadership

Teamleadership

The Power of Integrity

The Power of Conectio

n

The power ofReputati

on

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 BuffetBerkshire Hathaway

“”

Multichannel delivery systems

Reengineering

the supply and value

chain

Innovative value

proposition

Needs based segmentatio

n and targeting

Collaborative Power

Customer

Experience

Power

Operational

Power

Conceptual PowerEmpowering the Business Engine

“”If you can’t describe your position in eight words or less, you don’t 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 People’s Champion Virgin Atlantic, WikipediaMotives: “They are fighting for me – I win”

• The Scrappy David RyanairMotives: “Nobody roots for Goliath” – people like underdogs

• The ‘Real and Human’ challenger Ben and Jerry’s, Innocent.

Motives: “real people brand in a faceless category”

• The Missionary Dove, Al Gore 2.0A challenger fired up with a view about the world

it has to share.

Thank you!

www.luishuete.com @LuisMHuete