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customer experience Pablo Wallach / VP Customer Experience & Digital Transformation

Survey question: In general, what is the attitude of your Company’s leadership toward digital disruption?

45%

of response say Digital disruption is NOT a board level concern

43% Does not recognize or is not responding appropriately

32% 25%

Taking “follower” approach

Actively responding by disrupting our own business

Source: Global Center for Digital Business Transformation, 2015

VALUE

INNOVATION

CUSTOMERS

DATA

COMPETITION

VALUE

INNOVATION

CUSTOMERS

DATA

COMPETITION

COMPANY

CUSTOMERS

COMPANY

CUSTOMERS

CUSTOMER Comments

CUSTOMER

Twitter

Blogs

CUSTOMERS

COMPANY

CUSTOMER Forums

Craiglist

Youtube

CUSTOMER

Angry Customer Buys Promoted Tweets to Bash British Airways For Losing His Luggage

He targeted his ads to all British Airways 302,000 followers and vowed to continue running the ads until "BA fixes this mess."

Customers are moving

AGAIN IN PACKS…

And will continue doing so…

When did we become

experts in creating expectations and clumsy in fulfilling them?

In the UK only 2% of customers trust publicity as an information source when choosing a product or service

THE WORLD CHANGED!

THE WORLD CHANGED!

Thank you, we already knew…

US$ 5 One Cup

US$ 1 One Cup US$ 1 Per Pound (0.45 kg)

US$ 0.25 One Cup

Experiences

Delivery

Manufacturing Procurement

Staging

Services

Goods/Products

Commodities

Market

Pricing

Premium

ÂżHow much would you be willing to pay for a service of excellence?

India

Germany UK

7%

France Spain

8%

Italy USA

9%

Japan

10%

Source: 2014, Global Customer Service Barometer American Express / Ebiquity

11%

Customer Experience Leaders Outperfom the Market 8 years performance vs CX leaders´ stocks vs laggards vs S&P 500 (2007/2015)

120% 100% 80% 60%

Customer Experience Leaders

107%

S&P 500 Index

72.3%

40%

Customer Experience Laggards

20%

27.6%

0% Source: 2015, Watermark Consulting

“Work is a theatre and every company a scenario�

Pine & Gilmore, The Experience Economy

COST VALUE

EXPERIENCE VALUE

PLATFORM VALUE

• Free / Ultra-low Cost

• Customer Empowerment

• Ecosystem

• Buyer Aggregation

• Customization

• Crowdsourcing

• Price Transparency

• Instant Gratification

• Communities

• Reverse Auctions

• Reduced Friction

• Digital Marketplace

• Consumption-based Pricing

• Automation

• Data Orchestrator

change

“CUSTOMER EXPERIENCE You must start with the

“

and then work with technology

Right or Left Hemisphere?

Racionality

Analytical Capacity Strategic Thinking

Intuition

Imagination Lateral Thinking

Put yourself in

THEIR SHOES

Companies are People

What does he SEE? What does he HEAR? What does he SAY AND DO?

WHAT DOES HE THINK AND FEEL?

Male Born in 1948 Lives in UK Married At least 2 children Likes dogs Loves the mountains

Male Born in 1948 Lives in UK Married At least 2 children Likes dogs Loves the mountains

80% of companies are convinced they deliver a superior experience‌

…only 8% of customers agree

Brand Awarenes

Conversion

Acquisition

SEO Re-targetting

Newsletter

Email Online Ads Social

Growth & Retention

Offline

Reviews Social

Social

Offline

Blogs Direct Mail

Word of Mouth

Growing

Customer

Promotions

Knowledge

Hyperawareness

Digital Business Agility

Informed Decisionmaking

Fast Execution

Source: Global Center for Digital Business Transformation, 2015

CEO HR & Sustainability Finance & Planning

Latam West

Customer Experience & Digital Transformation

Innovation & Start Ups

Latam East & NA

E3A

Chemicals

corporate marketing

emts

CX & DT digital transformation

business support

customer experience Pablo Wallach / VP Customer Experience & Digital Transformation