By: Gaston Stochyk

We are living in the era of experiences. A new paradigm full of opportunities and challenges. A new playing field for business, with new rules. A paradigm in which our customers' loyalty is increasingly built on the basis of emotional connections. A paradigm of high expectations in every interaction and global comparisons in the industry. The best play in the arena of experiences. Personalization is key to meeting these expectations. Translating our customers' knowledge into concrete actions is the aspiration, and omnichannel is the fundamental approach to achieve it..

In this context, the challenge of Customer Experience It is nothing more and nothing less than making the value proposition of our business tangible. Transmit it consistently at each of the customer's touch points in their experience with the brand. Build brand experience from the coordinated but differential contribution of each instance in which we come into contact with our client.

This construction begins at the time of developing the value proposition. The relevance, differentiation and credibility of this proposal are only achieved if it is designed with the customer at the center. For this, very efficient tools are available today. A deep knowledge of target clients and the development of the personal profile are fundamental steps to progress in the business world. Customer Centric.

Thus, with a solid value proposition, it will be time to design -or re-design- our Customer Journeys. Be the architects of memorable experiences. Understand the moments of truth, the pain points, optimize processes and channels. And put the necessary technology. All of this will make our value proposition begin to come to life. Except in the case of a start-up, it is unthinkable that this can be done completely and in one go. With the development of CX Blueprint, with clear, achievable and measurable milestones, the step by step is achieved to deliver the dream experience.

If there is one thing that is clear in times of accelerated dynamics and hyperconnectivity, it is that nothing lasts forever. Therefore, this process of Customer Experience It will be iterative, continuous improvement, implementation, understanding and returning to design, and improvement.

The main inputs for continuous improvement will be at various levels, but basically, the guide is provided on the one hand by the voice of the customer, and on the other, by the performance of the business.. The technology makes it possible to monitor the voice of the customer at each of the points of contact with the brand. Understand where performance is provided in an acceptable manner, and what are the noises and breaks in the experience that will become insights for improvement. Continuous monitoring, real time, omnichannel and the largest number of customers possible (with a logical contact policy, without a doubt) is what will give the possibility of activating a good voice of the customer program.

Relevant and differential value proposition, based on the deep understanding of our clients. Further Customer Journeys consistent together with the voice of the customer that feeds continuous improvement processes, are necessary but not sufficient. All of this is not developable, sustainable or generates value without work teams committed to customer centricity.

From Together Business Consulting We have the multidisciplinary perspective and the experience to accompany you in the development of a business model focused on people.