The transformative power of Service Innovation The Basque Government, conscious of the importance of developing new policies and procedures to promote service innovation, organizes, in cooperation with DG Enterprise & Industry (EC) and the Regional Development Agency (SPRI), this Awareness Raising Event held in Bilbao the next 10th of June. This event will show recommendations from the Expert Panel in the context of the Europe 2020 strategy, on how to promote the power of service innovation to transform the economy, and also will present the keys of developing new service innovations in companies as a critical part for them competitiveness.

1. CUSTOMER EXPERIENCE
as a key for SERVICE INNOVATION

2. Where do we come from?

4. Our real Innovation Process

5. Our Journey to Innovation
1998
Niche
Publishing Guides
(Doctors, Architects,…)
Crew: 15

6. 1998
Niche
Publishing Guides
(Doctors, Architects,…)
Crew: 15
1999
Outbound
Telemarketing
(Sales)
Crew: 56

7. 1998
Niche
Publishing Guides
(Doctors, Architects,…)
Crew: 15
1999 2004
Outbound Inbound
Telemarketing Telemarketing
(Sales) (Customer Care,
Help Desk)
Crew: 56 Crew: 105

9. 2006
Customer . Navigation Chart
Relationship . Sharing vision
1998 Management . Changing attitudes
Projects . Blue Ocean Management
Niche Crew: 150 . Alliances Management
Publishing Guides
(Doctors, Architects,…)
Crew: 15
1999 2004
Outbound Inbound
Telemarketing Telemarketing
(Sales) (Customer Care,
Help Desk)
Crew: 56 Crew: 105

12. 80% of CEOs believe their
Brand provides a superior
Customer Experience.
8% of their Customers agree.
Bain&Co

14. 2006 2009
Customer Customer
Relationship Experience
1998 Management Management
Projects Projects
Niche Crew: 150 Crew: 211
Publishing Guides
(Doctors, Architects,…)
Crew: 5
1999 2004
Outbound Inbound
Telemarketing Telemarketing
(Sales) (Customer Care,
Help Desk)
Crew: 25 Crew: 75

15. Do you really know your Customer?

16. Most Organizations´
Customer Experience Model
Objective: to Deepen Customer Perceptions

17. How do you look at your Customer?

18. Fragmented vision?

19. … ¿Customer´s Vision?

20. …Customer´s Vision and his/her context?

21. Where we are

22. Change Management towards Customer Experience
is just “philosophy”?
2010 s/2009
+47%
150%
+37%
140%
+32%
130%
120%
110%
100%
Turnover Crew Working Capital

23. 2006 2009
Customer Customer
Relationship Experience
1998 Management Management
Projects Projects
Niche Crew: 150 Crew: 211
Publishing Guides
(Doctors, Architects,…)
Crew: 5
1999 2004 2011
Outbound Inbound My
Telemarketing Telemarketing Social Media
(Sales) (Customer Care, Center
Help Desk) Crew: 290
Crew: 25 Crew: 75

24. We believe that Services must be “tangible”
for our Customers & our People

25. Where are we heading to

26. Analyzing Market & Testing new Business Models

27. Our Social Customer Experience
Management Model
It´s the company´s response to the Customer´s ownership of the conversation
(Paul Greenberg)

28. Our Customer Experience Management (CEM)
Observe, Analyze & Decide
1. Target selection 2. Deepen & Positioning 3. Gaps Mapping
4. Blueprint the Customer Journey 5. Measure & Decide

30. We broad our perimeter… What about your Company?

31. Design Territory
Status Audit
Reflection Help
Change Management Help
Deep Impact Training
Production Territory
Status Audit
Change Management
Process Management
Multichannel Management
Loyalty Management
Training
Transforming Experiences into Results
@JorgeGdelArco
@xupera