The Association for the Development of Customer Experience (DEC) held its fifth DEC Friday last Friday , the third this year. “Interpretation and Action” was the title and central theme of the event, which brought together nearly 100 professionals in the Press Room of the Adolfo Suárez Madrid-Barajas Airport.
Different experts from companies and consultancies offered their vision regarding the interpretation, measurement and qualitative research of the Customer Experience , and their contribution to the ultimate goal of improving it and taking it to levels of excellence.
One aspect that most of the speakers emphasized was to highlight that the interpretation function should not be limited to presenting routine periodic reports of data on satisfaction and behavior, but rather to detecting the true experiences of customers in order to provoke a reaction from management, with the aim of generating actions that improve or change the trend.
This measurement is both quantitative
Nacho Torre , head of the Technical Secretariat of the CEO at Ibercaja , explained the Customer Experience model of this banking entity, based on three pillars: process, content list of kazakhstan consumer email and implementation. “We measure the efficiency of each of the processes of the customer map that we carry out according to our value chain, in order to try to improve .” and qualitative, but in many cases it means more empathizing than investigating, and requires “reconstructing the negative stories of the clients .” Nacho Torre admitted that at Ibercaja they have gone from the concept of “the client is not our property, but the responsibility of everyone” to “the client unites us . ”
Therefore, it is about combining indicators
Pilar Serrano , Director of Quality at Telefónica Spain , drew attention to the challenge of drawing attention to Customer Experience in a company with 30,000 employees. For her, data is the customer experience will have more weight in brand perception than price or product beginning, not the destination, so the role is not to measure data, but to incite action . (KPIs) with real stories “We had to italy numbers be able to excite and impact decision-making .” Pilar Serrano points out that in this transformation, with which “we changed the course of our destiny as a department and that of the company,” the president, César Alierta , played a leading role . According to her data, Telefónica has managed to increase customer satisfaction by 16% in two years.