Post on 13-Apr-2017
“Experiential Management Program”
TURNING differentiated services
into memorable experiences.
UMUNTU
METHODOLOGY
@raulamigo
@raulamigo
Raúl Guillermo AMIGOCEO & Founder UMUNTU
CX expert, developer of the Methodology of Brand Experience Measurement.
20 years working with some of the most admired companies in the world as Oracle, Samsung, Movistar, HTC , Beats and Microsoft among others.
Author of 2 books, and writing its third “Beyond Customer Experience” for LID Publishers, Madrid.
Former Senior executive of multinationals companies, founder of 2 Global Marketing agencies.
International Conferencist. Key note speaker at the DMA 2012 & 2013
Guest lecturer at Universities around the Globe.
MBA in International Business at Universitat de Lleida, Spain,
Based in Miami, Fl.
VISION OF OF THE
METHODOLOGY
“The only differentiated service is
that one that is perceived different
in front of customer eyes at every
Brand interaction”
@raulamigo
The link between service management
& Customer experience
PERCEPTION
EXPERIENCE
INTERACTION
SERVICE DELIVERY
PROCESS
CLIENT
EMPLOYEE
CUSTOMER
PERSPECTIVE
CRITICAL AREA
ORGANIZATIÓNAL
PERSPECTIVE
@raulamigo
VALUEPROPOSITION
“To bring a new methodology that
allows to turn quality services into
unforgetable experiences
@raulamigo
KEYS OFCX METHODOLOGY
To understand the meaning attibution customer are
giving to the Brand and the category
Assertive execution and audits
To create an experiential Framework
Develop an experiential program
Involve and commit employees.
1.
2.
3.
4.
5.
@raulamigo
UNDERSTANDING
customers1.
Collective
IMPRONTAS®
Set of sessions per segment
to explore the
unconciousness of the
consumer , analyzing their
brain mindset toward the
category and finding the
dominant emotions.
@raulamigo
PHASE 1
PHASE 2
PHASE 3
Describe the category(Drain)
Tell stories(Cultural patterns)
Relax(Impronta)
Córtex
Límbico
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First memory connected with the product and the Brand.
DEEP
IMPRONTA
Breath
controlPhysical
Relax
Circular
Breath
Introduction to
First memory
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FRAMEWORK: The experiential
model
2.
FRAMING THE EXPERIENCE
Identifying the opportunities for
meaningful experiences
illustrating open options for the
Brand
@raulamigo
Needs to create to
capture
that opportunity.
NEXT STEP
will be
To define what the
company
@raulamigo
FRAMING THE EXPERIENCE:
STEP BY STEP
@raulamigo
FRAMING THE EXPERIENCE:
STEP BY STEP
Choose segments.
Design the experience
Discover sigificant preferences for meaningfull
experiences
.Decide wich opportunities pursue.
1.
2.
3.
4.
5.
Define the scope6.
@raulamigo
Break down the experience into a multidimensional
expression
THE FRAMEWORK
MEANING
EXPERIENCE
DIMENSIONS
To create experiences that evoque expertise &
innovation (example)
Functional
Económic
Emotional
Identity
Digital
@raulamigo
THE EXPERIENCE:
FRAMEWORK
EXPERIENCE
DIMENSIONSFUNCTIONAL
The functional performance of the Brand service will
be an important mean of delivering the experience and its
meaning.
The Brand needs to distinguish itself
thorugh
delivering high quality service
@raulamigo
THE FRAMEWORK
EXPERIENCE
DIMENSIONSECONOMIC
The economic dimension represent that the meaning
of the experience will relate or dependto some extent to financial elements
It means that the offering will be lower or
higher priced than competitive offerings
@raulamigo
THE FRAMEWORK
EXPERIENCE
DIMENSIONSEMOTIONAL
If the experience model emphasizes
emotional benefits as ambitions, professional growth, friendship or peace of
mind it indicates the need of sensory
stimuli to create a strong feeling state
@raulamigo
THE FRAMEWORK
EXPERIENCE
DIMENSIONSIDENTITY
If the experience model emphasizes identity it says that
the experience depends more heavily on the integration
of recognized symbols and images to specific belief and
values.
This is the case when we want to create an
association between the brand and the out coming
experience
@raulamigo
THE FRAMEWORK
EXPERIENCE
DIMENSIONSDIGITAL
The experience is led by the set of digital interactions.
The customers moves within this environment as its natural
territory showing higher expectation
When the Brand is dealing with segments as
millennials some component of the digital CX as
Usability become critical
@raulamigo
CREATEThe experiential program3.
SEGMENTATION1.
In depth interviews to customers
in each segment
CHOOSING
SEGMENTS
1.1
CUSTOMER
SURVEYS
1.2
Metaphoriks: group interviews
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Audience
identification
Results
analysis
1.3
List of interactionsCritical
journeys
Current
Map
@raulamigo
ACTUAL
CUSTOMER
JOURNEY MAPPING
2.
Journeys overlaping
Info consolidation
2.1
Phase definition & interaction
inventory
Journey
BLUEPRINTING
2.2
Experience metric
2.3 Discrimination per audience & interaction
Defining Experience dimensions
Algorithm validation
List of thougts s & feelings
Jouney mapping per segment
Service Crtitical zones identification
@raulamigo
FINDINGS &STRATEGIC
RECOMMENDATIONS3.
Findings per experience dimension,
per audience & per phase.
DIAGNÓSIS
EXPERIENTIAL
3.1
@raulamigo
GAP model between the attention & sales
model & customer perceptionMAP
OPPORTUNITY
3.2
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The oppoortunity map allow to visualize the
areas to work out
RECOMENDATIONS
3.3Final document with the process re design
associated with the expectited upgrades
@raulamigo
IDEAL
EXPERIENCE
MAP
DESIGN
WORKSHOP4.
Ideal map
BLUEPRINT
4.2Ideal experience settings
IDEAL EXPERIENCE
@raulamigo
Conecting CX Jouney with
service blueprint
4- IDEAL MAP
DESIGN
@raulamigo
We connect the Customer journey
with service blueprint to visualize
wich process need to be modified to
impact in the experience upgrade.
SERVICE UPGRADES
4.3
3 dimensions:
customer journey
findings
Responsibles &
deadlinesProcess to re
design
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Upgradeaudit5.
Field work
Telephone survey to a
control base5.1
New experience metrics
Applying the math model to
measure the new experience
5.2
Quarter results
Summary with the results of the
entire project
5.3
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Timeline6.
IMPRINT & SURVEYS 3 WEEKS
WORKSHOP 1
EXPERIENTIAL DIAGNOSIS
EXPERIENCE DESIGN
EXECUTION PLAN
12/16
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CONCLUSIONS4.
CONCLUSIONS
Conceptual framework construction
FIRST OBJECTIVE:
Understanding meaning of
Brand and category for
customers
@raulamigo
CONCLUSIONS
Execution & Audit turn to be 2 key
management tools
To involve all employes along the re design
and implementation process
@raulamigo