On 25 September, Mónica Rebordinos, one of our general managers, took part in an event organised by the industry association Insights + Analytics España 'I+A Talks: Key Factors and Trends in CX', which took place at the EAE Business School.
Mónica was joined by Gabriella Lanzilli (NPS & Customer Advocacy Manager at BNP Paribas Personal Finance) and Ramón Ramos (Professor at EAE Business School), who acted as the event's moderator.
This three-way conversation focused on customer experience from two perspectives: that of the brand, and that of market research — an area in which we at Punto de Fuga specialise.
The following key points were discussed:
- The transformation of market research
The research sector is changing: more agile, digital and integrated approaches are required in the face of rapidly evolving consumers. - Active listening to the customer as the central axis
It is not enough to ask questions: it is essential to listen deeply, pick up on implicit signals and context in order to truly understand needs. - Strategic use of data and analytics
Insights must be supported by quantitative and qualitative data in order to gain a more complete view of the customer by integrating them. This forms part of our DNA. - Customer experience (CX) as a competitive differentiator
In saturated markets, the quality of the experience can become a key advantage in building loyalty and standing out from the competition. - Personalisation and relevance
Customers value interactions tailored to their context, history and expectations: they do not want generic communications. - Consistent omnichannel experience
It is important to offer consistent experiences across different channels (online, offline, mobile, in person), avoiding ruptures between service. - Speed and adaptation to change
Brands must respond quickly to changes in customer behaviour, trends and the market in general. - Customer-oriented internal culture
Isolated departments are not enough: the entire organisation (marketing, operations, customer service) must be customer-focused. - Measurement and monitoring with appropriate metrics
It is essential to define appropriate indicators (NPS, CSAT, churn rates, customer journeys) that allow improvements in the experience to be monitored.
The customer experience is no longer an 'extra'; it is at the heart of everything. This emphasises that market research is not only an end in itself, but also a strategic tool for creating value in the customer experience.
If you would like to watch this interesting conversation, here is the link to the YouTube video.: Link to I+A Talks - Keys and trends in CX.
Let's continue striving to make CX unique and distinctive.
