2 examples of “putting yourself in your customer’s shoes”

By Ricardo Silva and Juan Sánchez for Buljan & Partners Consulting

 we understand your needs

Becoming a customer-centric organisation is a complex process, as it involves all the company levels and entails changing the way the people involved think. However, there are quick wins that, if applied correctly, can make the process easier. Find two examples illustrating these ideas below. Continue reading

Improving (more than just) Customer Experience with CPQ Technologies

Written by Björn Neumann (@CCMTechnology) for Buljan & Partners Consulting

cpq v2

CPQ (Configure, Price, and Quote) technology is a key success factor to improve customer centric B2C and B2B processes. 

What are the advantages and aspects to keep in mind when implementing CPQ initiatives? Continue reading

The 3 Fs of Digital Experience

Written by Luis Hergueta for Buljan & Partners Consulting

Luis Frase

Now that I think over Digital Customer Experience, we read in the news that the Spanish Bank BBVA is going to change its top management in order to reach its goal for a digital transformation. The banking sector, among others, is going digital (“Claves para el nuevo entorno” [Keys to the New Environment] by FIAB [Spanish Federation of the Food and Drink Industry]). On the other hand, we see that not everything is digital, as we read in this article “Si está todo en internet, ¿por qué seguimos yendo de compras?” [If Everything is on the Internet, Why do we Keep Going Shopping?]. That is to say, not everything is digital – the physical experience is fundamental but the digital side is taking on an increasingly prominent role. The mix of the two in a customer journey is key and every company has to find the right balance for its business model which will benefit the customer. Continue reading

Storekeepers already knew it

Written by Elisabete Zubiarrain for Buljan & Partners Consulting

chocolate

Some years ago CRM was the acronym in fashion, but now, in an ever-changing world it is the moment of Customer Experience.

The customer-centric business is not that new. Many years ago small storekeepers found out that their clients are also decision makers and may decide to abandon them at any time. Continue reading

How do we move from transactional to experiential?

Written by Silvana Buljan for Buljan & Partners Consulting

Many organizations invest important efforts in defining guidelines, process maps, customer journeys, compliance rules and so on for giving employees guidance in human interactions, especially with customers and suppliers. The basis for these guidelines is often a rather transactional and functional view on customer experience, without touching the emotional part of the experience.

But what exactly is the emotional part of the experience? That an employee is smiling and welcoming a customer when entering into a department store for instance? Or is it the hairdresser taking care of a baby girl while her mother is enjoying a hair treatment? It can be both, and it can be none of them – the key is the authenticity and presence that I´m embodying as person delivering the experience.

Continue reading

The customer centric toilet business

Written by Monique Jansen for Buljan & Partners Consulting

In December 2011, I made the artistic picture shown below, situated in the Kalverstraat in Amsterdam.  I was there on one of my family visits, and that day I was searching for last- minute Christmas presents in one of Amsterdam’s main shopping areas.

2theloo

It is not unusual to see new and trendy things in Amsterdam, but 2theLoo really surprised me. And, as in many other occasions when I see new shops, start-up companies or new tendencies; my first thought was “why did I not think of this great idea?”

A busy shopping street, no public toilets anywhere in sight, the nearest restaurants outside the shopping route, and of course, nature calls. What could be better than not having to interrupt a shopping exercise but just enter one of the many attractive retail outlets, and go to a clean and nicely decorated loo?

Continue reading

e-Commerce: struggling to deliver international customer experience

Written by Monique Jansen for Buljan & Partners Consulting

Just a week ago I tried to make an on-line purchase. It was a gift, I was in a good shopping mood and I decided to make the on-line purchase on a French website, as I thought it would be easier as my friend the gift was for lives in France, and my guess was that it would increase the chances of a correct delivery.

I searched for the gift, found it, made some comparisons with other items on offer on the same website and made my final choice. So far it had been an excellent experience: It was a quick process, with clear instructions (useful because my French is very poor). The item was added to the shopping kart and was sitting there attractively, waiting for me to press the BUY button.

Continue reading

“I am my own Company”

Written by Antonio Igarza for Buljan & Partners Consulting

For the customer, the seller is the company.

The client does not distinguish between the seller or the sales manager and the organization for which they work.

Customers do not know what happens behind the doors that say “Only for company personnel”. They don´t know the areas of responsibility, the descriptions of the functions of the office, or what the salesman can or cannot do for them.

The customer “just” wants to be treated the way he / she considers best.

Continue reading