The first CEN-Xchange 2010 attracted many CX pioneers and for the first time we had to stop accepting registrations in order to be able to provide an intimate as well as interactive atmosphere.
Another premiere was the «CX discovery» block allowing anybody to quickly introduce blog post, videos, studies or anything else related to customer experience that might be helpful and interesting to the audience. This time the discovery was the book «Wired to care» by Dev Patnaik which tells many stories about how corparate empathy positively influenced companies, their relations to customers and the customer experience. Well suited to open the eyes of a management detached from their customers.
Lukas Karrer presented the first case study concerning the question of how the Verkehrshaus Luzern can increase cross-selling of mueseum and IMAX ticket sales.
We have seen that a mixture of methods from short interviews to extensive shadowing and in-depth, emotion focused interviews provide a wealth of information. These insights provided not only useful hints for optimization but tackled the business case, market position as well as self-image of the Verkehrshaus Luzern and the IMAX theatre.
The last and surely not least premiere was contributed by Claude Cao from Roche. He was the first who took the chance to bring a challenge and not a case study.
He challenged us by asking the question how customer experience can help Roche engaging their customers and provide access to their products in the hospital special care segment. The challenge triggered an intense and lively discussion. The suggestions and approaches were not dominated by deep industry knowledge since there was nobody else from the pharmaceutical industry. The common principal was not surprising considering the audience: Focus on your customers‘s attitudes, needs, desires, fears and the contexts of their lives. Gain insights about your target customers and from that develop solutions that are helpful and evoke a good customer experience. For that you have to put yourself in your customers shoes and look at yourself from their perspective.
CEN-Xchange 10.02 will take place February 3. You will learn about the customer experience at the Hotel Seefeld and a variety of research methods used to measure and describe it.
If you want to join in next time please contact helmut.kazmaier@stimmt.ch.
There is a story about a doctor and the relation to the pharma industry in the actual Brand Eins "Mach doch, was Du willst" on page 116: "Nicht mit mir".
The doctor talks about that the pharma industry is too aggressive and his fear to be unable to handle independently.
I can make a PDF if desired…