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Customer Experience Management > CEMBOOK

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Palestra realizada por Victor Gonçalves sobre Customer Experience Management, abordando a economia da experiência, o design de serviços e a gestão das experiências dos consumidores na geração de diferenciais competitivos.

Esta palestra faz parte do CEMBOOK, um programa de aprendizagem sobre Customer Experience Management, com foco na criação e gestão de serviços pela ótica da economia da experiência.

Veröffentlicht in: Business
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Customer Experience Management > CEMBOOK

  1. 1. Customer Experience Management criando experiências encantadoras para o consumidor VICTOR GONÇALVES
  2. 2. Coordenador de Design de Estratégico na ADDTECH, Certified ScrumMaster pela Scrum Alliance, Practitioner em Programação Neurolinguística e membro profissional do Interaction Design Foundation. Formado em Design, é especialista em Neurociência e Antropologia pela ESPM - RJ, e em Mídias Interativas pelo Instituto Infnet. Possui MBA em Gestão de Pessoas, é especialista em Análise Comportamental e Microexpressões, e professor de Design de Serviços e Inovação em Modelos de Negócios no MBA de Design de Interação do SENAC RJ e de Design Thinking no MBA de Gestão Estratégica da Inovação na FGV. VICTOR GONÇALVES
  3. 3. COMMODITIES
  4. 4. PRODUTOS
  5. 5. SERVIÇOS
  6. 6. EXPERIÊNCIA
  7. 7. Comprador Commodities Usuário Produtos CLIENTES Serviços CONVIDADOS Experiência = VALOR
  8. 8. Comprador Commodities Usuário Produtos CLIENTES Serviços CONVIDADOS Experiência = VALOR
  9. 9. QUEM É O CLIENTE DAS EXPERIÊNCIAS?
  10. 10. G U E S T OODWILL TR ST LIGHTD SATI FACTION LOYAL Y boa vontade confiança prazer satisfação lealdade
  11. 11. Absorção Participação Passiva Imersão Participação Ativa Entretenimento Educacional Estética Evasão
  12. 12. Análise e previsão de tendências Avaliação do mercado Pesquisas científicas Auditorias Avaliação e validação da marca Estratégia da marca Mundo dos negócios Mundo do consumidor Desejos subconscientes Aspirações emocionais Estímulos de design Instinto visceral Explorações sensoriais Ideias transformadas em vida
  13. 13. ROI ROE Retorno sobre o investimento Retorno sobre a experiência VALOR
  14. 14. ROI ROE VALOR Eficientes EncantadorasExperiências = +
  15. 15. Marcas não criam valor
  16. 16. Pratico ações Adoto crenças Tiro conclusões Faço pressupostos Adiciono sentidos Seleciono “dados” “Dados” e experiências observáveis
  17. 17. Simon Sinek | Start with Why! https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=pt-br
  18. 18. dos consumidores afirmam que a experiência como um todo é um fator decisivo no momento de escolha de um produto ou serviço 80%
  19. 19. dos consumidores afirmam que as experiências passadas os ajudam a decidir no futuro qual marca irão escolher 87%
  20. 20. dos consumidores afirmam que pagariam mais por um produto ou serviço se tivessem experiências encantadoras e memoráveis 78%
  21. 21. Mas, é aí que mora o GAP
  22. 22. dos marketeiros conhecem esse gap e acreditam que promover e entregar experiência ajuda a marca a se diferenciar 65%
  23. 23. ✦ processos, ✦ comportamentos ✦ treinamento, ✦ customização, ✦ empoderamento ✦ engajamento.
  24. 24. ✦ ouça seus clientes ✦ saiba como eles querem receber este valor e como querem se relacionar com você ✦ envolva-os em todo o processo ✦ inspire-os ✦ construa uma comunidade ✦ entregue a felicidade Princípios da Experiência
  25. 25. Mapa de Empatia Desenhado para: Data:Desenhado por:Nome do projeto: Percepções dos Usuários O que você PENSA E SENTE? O que você VÊ E ASSISTE? O que você FALA E FAZ? O que você ESCUTA? Quais são as seus DESAFIOS OU DORES? Quais são as suas FORTALEZAS OU GANHOS? Como é seu entorno? Qual é a oferta que recebe? Que tipo de problemas ele encontra?O que seus amigos dizem? Quem realmente o influencia e como? Quais canais de mídia o influenciam? O que a mídia diz? O que você considera realmente importante? Que emoções sente? O que o motiva? O que o desmotiva? Qual seu sonho / aspirações? O que você espera? O que você comenta e onde comenta? Qual é o seu comportamento e reação em público? Você detecta algum fator diferencial entre o que pensa e o que realmente diz ou faz? Que desafios enfrenta? Quais suas maiores frustrações? O que te impede de vencer as frustrações? Que riscos teme assumir? O que você ganha ou acredita que ganha? Como isso é percebido?
  26. 26. PERSONAS
  27. 27. nome idade educação status familiar status social Dados demográficos ocupação motivadores expectativas atitudes conhecimen tos ambiente frases metas Descrição atividades CONTEÚDO
  28. 28. JORNADA DO CLIENTE
  29. 29. Customer Experience... trata da jornada completa do consumo Ela começa quando você escuta falar da Amazon através de um amigo e termina quando você pega a caixa da sua entrega e realiza o “unbox”.
  30. 30. Prototipar é o ato de tornar óbvio aquilo que já está presente no nosso inconsciente!
  31. 31. Magic Moment (Disney) Pergunte a si mesmo, o que poderia se feito para criar um momento mágico? Onde seria? O que seria envolvido? Como seria encenado? Como seria lembrado? Como seria recontado?
  32. 32. Data:Desenhado para Nome do Projeto Desenhado Por: Onde? Envolvidos? Encenação? Lembranças? Magic Moment Canvas Qual história?
  33. 33. Customer Experience Management... entender que você não tem clientes, tem “guests”, “cast” e “stage”.
  34. 34. Customer Experience Management... mantém uma experiência integrada de canais
  35. 35. Customer Experience Management... consolida uma visão única do guest
  36. 36. Customer Experience Management... mensura o ROE e o ROI
  37. 37. Response Times “Primeira resposta”, “tempo de resolução”, “prometido vs realizado” Touchpoint Metrics “cortesia”, “conhecimento”, “temperatura” NetPromoter Score Customer Experience Metrics
  38. 38. www.cembook.com.br
  39. 39. Obrigado! VICTOR GONÇALVES cembook.com.br victorgoncalves.com.br addtech.com.br

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