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.

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Customer-centric leaders: be excited to excite

Written by Raquel Calleja for Buljan & Partners Consulting

They are the motor which moves the company; they are key gear between strategy and implementation to the client but they are frequently also the most ignored.

Middle managers, so far protagonists only on the paper, acquire visibility and relevance when we are looking for “whom” can empower employees to make the choice of exciting customers and make them stay because they choose to be loyal.

They are the bosses par excellence, and in some cases by demand, not by vocation. So, they go “from one promotion to the other” but without the knowledge or proper recognition to excel in creating memorable experiences to their partners and these to customers.

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