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18.07.2017

GoingDigital Open: The digital customer wants experiences

The GoingDigital OPEN on “Digital Transformation — Customer Experience in the Digital Age” was a great opportunity to talk about the importance of Digital Transformation for the user and to understand how companies can offer a valuable Customer Experience adapted to the digital reality we live in.

After Carlos Cuffí’s lively welcome, in which we challenged you to be “Hackers”, and Ariel Guersenzvaig‘s interesting presentation on Customer Experience, three executives from different sectors (Banking, Retail and Media) explained how they dealt with Digital Transformation in their companies and what the decisive factors were when it came to focusing on providing their clients with the best experience. These three “Hackers” shared their professional experience and insights with all the participants in a brief presentation and a round-table discussion:

 

  • David Urbano, Director of ImaginBank at Caixabank Digital Business.
  • Mireia García, Customer Experience & Digital Transformation Expert in the Retail sector.
  • Carles Manteca, Strategy, Content & Marketing Expert in the Media sector.

 

David Urbano: ImaginBank, the First “Mobile-Only” Bank in Spain 

ImaginBank is the bank where everything starts and ends in your mobile, a 100% mobile experience, without offices and aimed at a native digital target audience, the millennials.

CaixaBank’s Digital Transformation stands out for its pioneering commitment to a purely mobile environment. David Urbano admits that “ImaginBank is a success story”, but he also reminds us that other digital ventures have failed. In order to achieve success, three main pillars must be highlighted:

 

  • Digital Transformation: Adapting Customer Experience to the new digital era.
  • Client: Focusing on the client and their experience.
  • Innovation: Doing things differently, risking and innovating.

David Urbano pointed out that part of the secret of his success was understanding that “Digital Transformation is not enough; it is necessary to create an experience that meets the needs and demands of your client”.

 

Mireia García: The 7 Digital Trends in the Retail Sector

Digital Transformation, as Mireia Garcia explained in GoingDigital, is the transformation of a traditional state into a digital state so as to adapt to the client’s new reality and provide them with a differentiating experience.

This Customer Experience in the Retail sector has been brought about by the change of consumer behaviour and the empowerment of better-informed users, who have more buying options and can change suppliers with greater ease.

In this context marked by a more powerful and influential customer, Mireia García highlights seven main digital trends in her sector which will help you create valuable Customer Experiences:

 

  1. Omnichannel: our presence must be both offline and online.
  2. Customization: both of products and of the way they are offered.
  3. Mobile: the mobile phone as a means of payment and the App Experience.
  4. Click & Collect: we take advantage of show-rooming and/or web-rooming. We choose from home and buy in shops, or choose in shops and buy from home.
  5. BigData: we have a lot of information about our customers, but the important thing is knowing how to monitor it.
  6. IOT: virtual testers, smartwatches… tools that add value to the Customer Experience.
  7. Social Networks: a communication tool of great importance for customer service and as a means of communication between the user and the brand.

 

Carles Manteca: Media Was the First Sector to Be Affected

Carles Manteca encourages us to be prepared to “unlearn” everything we know since the Digital Transformation is so dynamic that the rules of the game are constantly changing.

 

“Digital Transformation is the capacity of unlearning what we know in order to relearn” .

 – Carles Manteca –

He emphasises that his sector, Media, has been the first one to be affected by the Digital Transformation and that, today, the rules of the game of media consumption have changed. This consumption is decreasing particularly in the case of young people between the ages of 15 and 24 years in Europe, who consume 50% less television per day than the average population.

Is this a sign that television is dying?  On the contrary, new habits demand an adaptation to the simultaneous and complementary use of devices, in addition to new vectors that have come into play: space, time and mobility. Demands from the Screen Generation, a new generation that, while still focusing on content, is capable of paying attention to multiple screens.

Finally, Carles Manteca highlighted the importance of focusing on the consumer. At the same time, he warns us: “The customer is not simply an individual, but now appears in multiple forms and is armed with a mobile”.

In conclusion, and as Carlos Cuffí points out in his presentation, the Digital Transformation is a reality which is occurring now, began yesterday and which we are still in time to lead.

Do you want to join the transformation? GoingDigital Experiences connect you with the best experts and offer you the insight and tools necessary to lead the Digital Transformation in your company.