Con más de 1.100 inscritos, Digital CX Congress 2021 se consolida como el encuentro de referencia y punto de encuentro de los profesionales del sector para descubrir las tendencias y claves sobre Experiencia de Cliente.

The implementation of technological solutions combined with the human factor has highlighted as a strategic and determining point to understand the client and offer a personalized and differential experience.

More than 1,100 professionals have registered at the 9th edition of CX Congress 2021 that has been developed in a 100% digital format with the aim of sharing the latest trends on, how the customer experience can improve consumer engagement.

The understanding and accompaniment of the client to meet their needs agilely, through an omnichannel strategy based on unified data and the implementation of technological solutions linked to the human factor, has highlighted as one of the keys to reinforce the relationship with the consumer and increaseconversions.

La ponencia de inauguración ha corrido a cargo de Ana García, Country Customer & Consumer Insights Manager de IKEA quien ha hecho hincapié en que “para ofrecer una experiencia óptima el reto reside en saber escuchar y entender al nuevo cliente y desarrollar una estrategia omnicanal consistente. Para generar un crecimiento sostenible en la compañía es crucial ofrecer una experiencia accesible, asequible y responsable”.

For his part, Belinda Miguel Pérez, Sales Development Manager |CX Iberia de Oracle has pointed out the importance of data as a lever to improve customer engagement."To offer a quality experience, it is essential to unify the data to understand and predict user needs and the implementation of technological solutions such as AI and Machine Learning allows you to convert intelligence into action to activate real -time experiences."

Xavier Mon, Foods and Refreshment VP of Unilever Spain has shared how the company's digitalization process has been strategic in order to optimize the CX."The digital transformation into Unilever goes through placing the client in the center and the fundamental pillars are: ensure a qualitative customer, digitize the B2B sector and new business models, transform our culture and equipment and make decisions based on Data Insights".

La importancia de optimizar la agilidad en la experiencia de cliente para adaptarse de forma efectiva a la demanda y necesidades cambiantes del cliente ha sido el hilo conductor de la ponencia de Alberto Becerra, Sales Manager Iberia & Italia de Zendesk. “La agilidad es la combinación de la velocidad, la flexibilidad y la capacidad de adoptar el cambio. Ser ágil no implica cambiar constantemente, sino analizar las necesidades de la empresa y clientes para establecer un plan y ejecutarlo”.

Hyperpersonalization and customer service

Hyperpersonalize each of the points of contact with the consumer to generate trust, engagement and satisfaction, with the aim of achieving better business results is a strategic aspect.This was explained by Alfonso García, CX Field Partner Engagement Manager for South Europe and Francophone Africa of SAP, who has highlighted that investing in CX offers a very positive return for companies and has valued in this regard, technology as an ally inthe construction of the best Customer Experience strategies. ”

Gilles Terlier, Vice President Customer & Seller Support Operations de ManoMano, ha señalado que “la experiencia del cliente post venta es la más difícil de controlar” y también haapuntado la importancia de incrementar la productividad y establecer procesos automatizados para evitar que se produzcan problemas de calidad, así como la necesidad de empoderar a los vendedores proporcionándoles los datos que les permitan aumentar su autonomía en la gestión del negocio.

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On the other hand, Julio Prada, General Manager for Emea de Inbenta, has focused on customer service via WhatsApp and highlighted the keys for a chatbot project to be a success."To implement WhatsApp in order to improve the customer experience, it is essential to define the mission, the group we are going to, the language or if we will use chat, chatbot or both service, among other aspects to consider."

Manuel Calero, Head of Customer Service & Customer Success de Bulevip, ha incidido en su entrevista, impulsada por Klarna, la importancia de implementar soluciones tecnológicas para ofrecer una personalización real y la necesidad de facilitar al usuario el proceso de compra como por ejemplo la oferta de los métodos de pago, uno de los puntos más críticos para un eCommerce. “El momento del pago es clave, cuantas más opciones y capacidad de decisión tenga el cliente sobre ello, más mejorará la conversión”.

The telephone contact of a customer is a unique opportunity to strengthen the link with the brand.Ignacio Mora, Marketing Director of Peris Correeduría de Seguros S.A.He has shared his company's success case along with Xavier Amich, Sales Manager GGCC of Masvoz.“With the implementation of Masvoz's services, the FCR, an index that indicates the percentage of requests resolved in the first contact with the client, has exceeded 55%.In addition, we are working on the omnichannel and total integration of the services to achieve the objective of 75% and improve the customer experience, the most important value of the company, ”said Ignacio.

Agility, anticipation and technology to overcome customer expectations

In the new context, the CX must focus on providing real value beyond the product and price, generating profitability and differentiation to exceed customer expectations.

This has been the conductive thread of the first debate table, moderated by José María Macías, director of Digital Solutions at Corporate Education Esic and in which Úrsula Mejía, Marketing Director Southern Europe of Diageo;Javier Losada, Omnicanal Marketing Director of Forum Sport;María Borràs, Marketing Manager of Freshly Cosmetics;María José García, Country Leasing Manager Spain of Sonae Sierra and Marta Núñez, Director Private Business of Sanitas Seguros.

Managers have highlighted response agility, the ability to understand new consumption habits, confluence between physical and digital experience or the importance of proper management of omnichannel, such as the main factors to consider to exceed expectations the client's.

They have also highlighted the importance of “measuring customer satisfaction, making good use of automation and being able to analyze and integrate the data with agility into the processes to offer a good service that provides added value and contributes to offer an experiencePersonalized.

Decisions based on data and content as active to provide value

"The content is an asset that allows us to contribute value to the user at each stage of the funnel to create a relationship based on trust, credibility and authority."This was stated by David Tomas, General Manager and Co-founder of Cybercick, who has deepened the importance of “creating strategic content to accompany the customer in the purchase process, improve the user experience and enrich all the channels ofthe brand".

Pedro Mateos, director of Volkswagen's client experience, has approached in his presentation the challenge of maintaining the same level of emotional connection with the client throughout his relationship with the brand.“In Volkswagen we understand the CX as a process that implies knowing, detecting needs, convincing and accompanying the client.To do this, the exploration and exploitation of the new trends is essential, to base the decisions on data and frequent a purchase experience that combines the physical and digital channel ”.

For his part, Álvaro Ansaldo, Country Sales Leader, Iberia of Infobip Spain, considers that "companies must be agile when incorporating new channels to adapt to customer's demands."In addition, he has pointed out that "the great challenge in implementing an omnichannel strategy that improves the customer experience, consists in maintaining effective, relevant, personalized and interconnected communication."

David Valladares, Microstrategy Executive Account has focused on Hyperintelligence technology as an alternative to improve customer experience."This innovative solution guarantees data security, increases productivity and results and is very easy to deploy in any application."

The CX as a key differentiation factor

La segunda mesa de debate, se ha centrado en analizar el CX como factor clave de diferenciación y ventaja competitiva para aumentar los resultados de las organizaciones.En ella han participado Raquel González, Head of Customer Experience de Iberdrola Clientes; Alejandra Fraile, Directora de Marketing de Musgrave; Priscilla Sellier, Marketing & Communication Manager de Peugeot Motocycles; Lola López, Directora de Marketing Digital, Branding, Innovación y Nuevos Proyectos de El Ganso; Jorge Ramírez, Ecommerce Manager de 123tinta; Miguel Ángel Domínguez, Gerente del Canal SER Publicidad y Estrategia CRMde PRISA, moderados por Sergi Pastor, Country Manager Spain de Splio.

Some of the outstanding conclusions have been the need to reinforce the active listening of the client to be able to offer you custom value content that contributes to loyalty.In addition, they have agreed on the importance of resorting to the automation and analysis of data to reinforce engagement clarifying that "it is vital to work with clear objectives before choosing the analysis tools."

Finally, Manuel Coumb, Marketing Director of José Cuervo, has approached in the closing paper the keys to creating a brand that builds a lasting relationship with consumers."A brand understanding by the client is essential to be memorable and for this it is strategic to have a clear and defined positioning."

Digital CX Congress has completed the papers and debate tables with the presentation of two workshops during the second day of the Congress.In the first Borja Nevado, Sales Manager of Infobip, has shared the keys to creating a perfect omnicanal experience.On the other hand, Masvoz has focused his workshop on analyzing how the CX can be improved in the contact center, by the hand of Alfredo Moya, Market Development Executive and Massiel Coves, Pre-Sales Engineer of Masvoz.

Digital CX Congress 2021 has had the impulse of Oracle, Microstrategy.Intelligenceeverywhere, Zendesk, Klarna, ESIC, Inbenta, Masvoz, SAP, Splio and Infobip;Eventia as a technological partner;Semrush as a sponsors;the collaboration of communication attitude as an official communication agency;Smartbox Business Solutions as Experience Partner;Birchbox as Gift Partner;CyberClick as official digital marketing agency;Marketing Association of Spain, Urban Event Marketing, Openexpo Europe, Edve, Pyramid Editions and Anaya Multimedia as collaborating entities and retail, advertising control, digital leaders, marketing essence, future factory, hi retail, digital interactive, advertising,Latamartech, Just Retail, Marketing Insider Review, Novologica.com, Visual Stop, Current Retail, as Media Partners.

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