This is the second edition of this study. The british student data first, presented in 2014, analysed the maturity of Customer Experience in Spanish companies, while the second delves into what differentiates the organisations that have developed the best practices and the process they have followed to become benchmarks. To do so, we have interviewed eleven leading entities in their sectors: EVO Banco , Heineken , Iberia , IESE Business School, Mapfre , Mercedes-Benz , Microsoft , Mutua Madrileña , Nationale Nederlanden , PepePhone and Santander . With different sizes and business models, the internal model developed by these companies integrates common characteristics that have led them to excellence.
“Customer Experience is a key lever for creating value for companies. There is a direct and immediate correlation between this concept and the growth of companies, which are increasingly aware of its importance when it comes to differentiating themselves,” said Mario Taguas , member of the Board of Directors of DEC. “Although companies are beginning to develop Customer Experience models and significant progress is being made, there is still a long way to go in implementing a comprehensive methodology for continuous improvement that maximizes the return on investment in this area,” he stressed.
The report highlights five recommendations for companies seeking to advance towards excellence in Customer Experience:
Develop a unique identity that differentiates them from the rest and makes them recognizable to consumers.
Have a comprehensive area dedicated specifically to Customer Experience, driven by management and with great visibility within the organization.
Ensure the full involvement of all company employees, as well as those of suppliers who have an impact on the Customer Experience.
Achieve excellence in every interaction with all customer segments and convey a unique vision through all channels.
Listen to customers, analyze and interpret the information received, and implement a continuous improvement methodology.
