This document summarizes a presentation on customer experience management given by Javier Gallardo, the Director of CX and Operations at Sage. It discusses key concepts in CX like the customer journey and metrics like NPS. It provides examples of how Sage implements CX principles like designing a framework to deliver consistent experiences across business models. The presentation emphasizes that CX is important for acquisition, retention, and efficiency and shares data on the impact of positive and negative customer experiences.

1. CUSTOMER EXPERIENCE
MANAGEMENT
Javier Gallardo
@jgallar
Director CX y Control Operaciones
Sage
Una jornada en la que una selección de expertos
profesionales y profesores de ICEMD, comparten
claves, tendencias y oportunidades en innovación digital
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# CEM#ICEMD
20150312 Jornada CX

2. Resumen profesional ponente
• Senior Customer Experience & Operations
Manager en Sage www.sage.es
• Más de 15 años de experiencia en el sector de
las TIC, desarrollando diferentes puestos
siempre relacionados con la mejora de
eficiencia y la transformación de la organización
hacía el cliente.
• Profesor y ponente en diferentes universidades
y escuelas de negocio.
@jgallar
Javier Gallardo
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JORNADA EN CUSTOMER EXPERIENCE MANAGEMENT #CEM #ICEMD

3. #CEM #ICEMDJORNADA EN CUSTOMER EXPERIENCE MANAGEMENT
NP$
… la CX es
rentable
Javier Gallardo
12
Marzo 2015

4. Algunos Conceptos clave
El círculo
mágico
Los pilares para entregar una
experiencia memorable a tus
clientes.
CX
“Lo que siento cuando
interactúo con una
compañía”
¿Por qué la
Experiencia es
tan importante?
“95% de las
decisiones se toman
con el corazón y se
justifican con la
razón”
NP$ Net Promoted
Score
¿Con que probabilidad
recomendaría Sage a un
colega o amigo?
CE$ Customer
Effort Score
CA Customer
Advocacy
20150312 Jornada CX

5. Economics: ¿Cómo la CX nos ayuda en
nuestros resultados?
CX = A + R + E
ADQUISICION Nuevos clientes
que te eligen por la
promesa de marca
Nuevos clientes
generados por el
boca a boca
RETENCION
EFICIENCIA
Incremento del
Customer Life
Time Value
Precio adicional
dispuesto a pagar por
recibir una mejor
experiencia
Mejores tasas de
renovación
Mejor Share of
wallet
Adquisicion habilidad
para incremenar su
base de clientes.
Retencion habilidad
para mantener y hacer
crecer a sus clientes
existentes.
Efiencia habilidad
para hacer más con
menos.
20150312 Jornada CX

6. Por cada cliente que se
molesta en reclamar,
26 permanecen en
silencio
Source: White House Office of
Consumer Affairs
91% de los Clientes
insatisfechos no
volverán a comprar
nunca más a una
compañía que no
los satisface
Source: Lee Resources
80% de las empresas
dicen que ofrecen servicio
"superior" al cliente
8% de los clientes de estas
mismas empresas piensan que
el servicio es “superior”
Source: Lee Resources
Se tardan 12
experiencias
positivas en
compensar una
negativa sin resolver
Source: “Understanding
Customers” Ruby Newell-Legner
7 de cada 10 clientes
estarían dispuestos a
gastar más con las
empresas que creen
proporcionar un
excelente servicio
Source: American Express Survey, 2011
En promedio, los
clientes leales
generan un valor de
hasta 10 veces más
del realizado en su
primera compra
Source: White House Office of
Consumer Affairs
DID YOU
KNOW
20150312 Jornada CX

7. El caso de
Sage

8. Entrega una
experiencia
consistente:
Ciclo del amor,
framework…
Personaliza
la experiencia a
entregar en cada
uno de los modelos
de negocio:
Suscripción, online…
Convierte
la estrategia en
una oportunidad
de entregar
experiencias
a los clientes
Diseña un modelo
de indicadores
que te permita tomar
decisiones sobre la
experiencia percibida
Conoce
la experiencia
percibida por cada
uno de tus clientes
y adapta tus
acciones: IEC
Crea un lenguaje
común que te
permita hacer
comprensible
la CX: Apóstol,
detractor, neutral…
Selecciona la mejor
persona para cada
contacto con tus
clientes. Democratiza
el marketing en
tu organización
Pon en valor cada
acción que hagas
con tus clientes
Principios de la CX en Sage España
20150312 Jornada CX

9. Sage Global CX Committee 2013 - Javier Gallardo, Emilio Garcia, Jim Pendergast, Wai Au, Charlie Colquhoun & TeamVersion 95 12/02
Customer Experience Framework
Enjoyable More Control Smart & Efficient Be There Peace of Mind
WE ARE…WE ARE…
STAGESSTAGES
THINKINGTHINKING
• I think I need a solution.
• My business is different.
• Where do I find what I need?
• Cost or feature set?
• What’s the right choice?
• Make my choice simple.
• Did I pay too much?
• Do I understand what I get?
• Do I understand the contract?
• How do I pay?
• Who’s my contact at Sage?
• Is Sage there for me?
• What do I need to know?
• What will I have to change?
• Easy migration is vital.
• Can I do this?
• Where do I get help?
• What are the best practices?
• Does this look right?
• What do I do?
• Where do I go for help?
• Should I get some training?
• How do I optimize?
• Will it meet future needs?
• Has Sage met my needs?
• Has Sage met expectations?
• Is it worth the price?
• Is there a better option?
• What is the cost to switch?
• Should I renew of leave?
DOINGDOING
FEELINGFEELING
• Uninformed
• Anxious
• Cautious.
• Cheated
• Confused
• Satisfied
• Confident
• Valued
• Cared
• Promoter
OROR
• Overwhelmed
• Indecisive
• Cautious
• Confused
• Concerned
• Reticent
• Melancholic
• No comfort
• Helpless
• Abandoned
• FUD
• Frustrated
• Desperate
• Helpless
• Abandoned
• Unsatisfied
• Disappointed
• Cheated
• Unsure
• Detractor
• Excited
• Interested
• Informed
• Confident
• Secure
• Informed
• Understood
• Secure
• Confident
• No obligation
• Informed
• Confident
• Optimistic
• Competent
• Autonomous
• Competent
• Understood
• Relaxed
• Secure
• Confident
OROR OROR
OROR OROR
I needI need
I exploreI explore
I researchI research
I compareI compare
I chooseI choose
I purchaseI purchase
I waitI wait
I am
welcomed
I am
welcomed
I receiveI receive I setupI setup
I useI use I teachI teach
I manageI manage
I learnI learn
I ask a
question
I ask a
question
I get an
answer
I get an
answer
I need to findI need to find
I have a
problem
I have a
problem
I need to
learn more
I need to
learn more I renewI renew
I validateI validate
I add onI add on
I upgradeI upgrade
I leaveI leave
RENEW / LEAVEEVALUATE BUY GET HELPUSE
Agility Integrity TrustInnovation Simplicity
Our reputation makes it easy
to start a relationship with us.
Evaluate
Our reputation makes it easy
to start a relationship with us.
Evaluate
We remove barriers and make
it easy to do business with us.
Evaluate/Buy
We remove barriers and make
it easy to do business with us.
Evaluate/Buy
We know the needs of our
customers and deliver
solutions which fits best.
Evaluate/Buy
We know the needs of our
customers and deliver
solutions which fits best.
Evaluate/Buy
We make it easy to shop,
compare and make a decision
to purchase.
Evaluate / Buy
We make it easy to shop,
compare and make a decision
to purchase.
Evaluate / Buy
We deliver easy to use
products that are enjoyable.
Use
We deliver easy to use
products that are enjoyable.
Use
I Become
Aware
I Become
Aware
I connectI connect
We automate time consuming
tasks to give our customers
more freedom.
Use
We automate time consuming
tasks to give our customers
more freedom.
Use
Ease to use (upgrading and
migrating is easy). Products
set up is plug-and-play.
Use
Ease to use (upgrading and
migrating is easy). Products
set up is plug-and-play.
Use
We listen to our customers and
innovate to deliver outstanding
solutions.
Evaluate / Buy / Use
We listen to our customers and
innovate to deliver outstanding
solutions.
Evaluate / Buy / Use
We give our employees the
confidence to do the right
things for our customers.
Get Help
We give our employees the
confidence to do the right
things for our customers.
Get Help
We communicate clearly to
build our customer
relationships.
Get Help
We communicate clearly to
build our customer
relationships.
Get Help
We provide value with our
expertise.
Get Help
We provide value with our
expertise.
Get Help
We are agile and transparent when
interacting customers and partners
Get Help
We are agile and transparent when
interacting customers and partners
Get Help
We make it easy for our
customers to grow this
business.
Get Help
We make it easy for our
customers to grow this
business.
Get Help
We make it easy to learn &
grow.
Get Help
We make it easy to learn &
grow.
Get Help
We make it easy to get you the
help you need.
Get Help
We make it easy to get you the
help you need.
Get Help
We make the decision to
renew easy for our customers.
Renew
We make the decision to
renew easy for our customers.
Renew
We listen and act on our
customers needs.
Renew
We listen and act on our
customers needs.
Renew
Our customers and partners
trust us.
Renew
Our customers and partners
trust us.
Renew
20150312 Jornada CX

10. 20150312 Jornada CX
Love
Cycle esta basado en
una historia
real
Más de
20.000comentarios…
20150312 Jornada CX

11. Sage LOVE
CYCLE
START
29
30 31
CEI
Continue…
Game Over…
17
18 19 20 21 22 23
24
25262728
P+S+T
14 1315
16
$V
101112
8
9
1 2 3 4 5
7
6
Sage Love Cycle
20150312 Jornada CX

12. Pero…¿esto es tambien cierto para
Sage España?
15p.p.
Fidelización
40%
Captación
20150312 Jornada CX

13. “Aunque tus clientes no te
amen si entregas una mala
experiencia, …
tus competidores si lo
harán”
20150312 Jornada CX

14. Javier Gallardo
Director CX y Control Operaciones
Sage
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# CEM #ICEMD
@jgallar
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20150312 Jornada CX