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![Page 1: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/1.jpg)
8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Sell-More-Seats®
Customer Experience
Leadership:
The ultimate strategicalignment tool
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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My name is Rainer Uphoff and I am avionline
![Page 3: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/3.jpg)
8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Let·s go!
CustomerExperience
Leadership
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
What is so new about
Customer ExperienceLeadership?
![Page 6: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/6.jpg)
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Customer Experience Leadership
1980s ± Customer Centric Company
1990s ±
CRM, Loyalty Management
2000s ± Customer Experience
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Customer Experience Leadership
RESULTS?
![Page 9: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/9.jpg)
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Customer Experience Leadership
Surprise!
The customer is less loyal than ever.
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Customer Experience Leadership
2000: Customer ExperienceManagement (CEM) was born
In the airline industry, thiscoincided with something else
?
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Customer Experience Leadership
Let¶s look at aviation history
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Customer Experience Leadership
1930s ± 1970sRegulated Environment:
the pilot-CEO is King!
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
1970s ± 2010sDeregulation and Competition:
The CFO-CEO is King!
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Customer Experience Leadership
And then, something happened
:
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Key words slide
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
Where is the limit?
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
What can we do when
shaving the sku
llis no longer anoption
?
![Page 19: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/19.jpg)
8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
Thetime of the
customer-CEOhas come
!
![Page 20: Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague](https://reader034.fdocuments.net/reader034/viewer/2022051305/577d2f1a1a28ab4e1eb0ce44/html5/thumbnails/20.jpg)
8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Customer Experience Leadership
Let¶s remember:
1980s ± Customer Centric Company
1990s ±
CRM, Loyalty Management
2000s ±
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Let·s talk about STRATEGY
Differentiate!
LISTEN, LISTEN, LISTEN
Manage expectations(learn from Ryanair)
Offer VALUE, VALUE, VALUE
Deliver what you promised!
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Differentiate!
Michael Porter:
either chose cost leadership ordifferentiation strategy.
Some leaders are doing both.
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Differentiate!
Porter: either chose cost
leadership or differentiationstrategy.
Some are leaders for doing
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8/7/2019 Rainer Uphoff (CEO avionline ) - Customer Experience Mananagement for Airlines. Keynote at the Worldticket User Conference 2010, Copenhague
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Differentiate!
I know, you are a regional carrier.
Is geographical differentiation
enough?
A
nybody here wanting to be theSIA, Jetblue, Ryanair of theregionals?
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Differentiate!
Strategic imperative: regional startup airlinereaches competitive relevance in YEAR 3
Competition
recognisesopportunity
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LISTEN, LISTEN, LISTEN
Do you know what yourcustomers really want?
Do your surveys say what you want to hear?
Even family businesses need toLISTEN!
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LISTEN, LISTEN, LISTEN
10 million views! You can¶t hide«
(If you can¶t see the video, search or click f or ³United breaks guitars´ on Youtube).
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LISTEN, LISTEN, LISTEN
Social Mediaare
EFFICIENTand FREE
LISTENINGtools.
Are you
using them?
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Manage expectations
Go back to the drawing board!
Perceived service quality± Expectation (created)
= Value ±> Profit
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Manage expectations
Learn from Ryanair!
Expectations MUST be thoroughlymanaged.
Otherwise, you have NO CONTROLover your value proposition.
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Manage expectations
Overpromise: long term problem
Brand equity declines
Underpromise:
short term problem unrealised yield potential
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Offer VALUE, VALUE, VALUE
CFO-CEOs(+consultants) arethe scientists of the
XXI century:
They discovered the
SERVICE ATOM=the perfectCOMMODITY
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Offer VALUE, VALUE, VALUE
Service unbundling and costcutting has COMODITISED air
transportation.
Only COST LEADERS aresuccessf ul in the commodity
business.
But there is only ONE Ryanair.
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Offer VALUE, VALUE, VALUE
Go back to the drawing board«
DESIGN services VALUED by
customers.
Find IT systems to support thevalue creating processes.
Be INNOVATIVE.
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Offer VALUE, VALUE, VALUE
Which meal do your prefer?
THIS
OR THIS?
PRICE:9 ¼VALUE:!?!
Watch out forAA¶s practical
jokes onnapkins
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Offer VALUE, VALUE, VALUE
Ancillary
revenues mustgenerate VALUE,
not be a TAX
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Offer VALUE, VALUE, VALUE
You LOVE tocheck-in yourbaggage and
appreciate thevalue whenbeing invited to
pay for thisbeloved service,don¶t you?
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Offer VALUE, VALUE, VALUE
Fortunately,some airlineshave changed
their mindsetalready fromthinking COST
to thinkingVALUE!
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Offer VALUE, VALUE, VALUE
Repeat with me:
Don¶t (only) think cost.
THINK VA
LUE!
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Deliver what you promised!
Go back to the drawing board«
Deliver beyond your promises.
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Deliver what you promised!
Let¶s do it!
(The Customer Experienc e
Jour ney star ts i n t he WEB! )
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Deliver what you promised!
First, get the basics right!
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Deliver what you promised!
Second, understand yourcustomer+his/her preferences!
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Deliver what you promised!
Third, get your organisation ready.
M ak e t he customer your st r at egi c
goal.
Gai n suppor t f r om t he top.
Obtai n buy-i n f r om all stak ehold er s.
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Deliver what you promised!
Without anadequatestrategic
alignment model,you will loseefficiency.
EnvironmentEnvironment
StrategyStrategy
CompetenciesCompetencies
OrganisationOrganisation
ProcessProcess
PeoplePeople
Structure
Structure
CultureCulture
are executed by«
is supported by«
determines aligned«
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Deliver what you promised!
Without anadequatestrategic
alignment model,you will loseefficiency.
ENTORNOENTORNO
ESTRATEGIAESTRATEGIA
COMPETENCIASCOMPETENCIAS
Organización
Organización
ProcesoProceso
GenteGente
Estructura
Estructura
CulturaCultura
Ejecutadas por«
basada en«
determina«
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Deliver what you promised!
Fourth: know your corporate silos.
I s mai nt enanc e as urgency
d riven as t he gat e a gent?
I s mar k et i n g mak i n g pr omi se s
t hat oper at i ons can¶t k ee p?
Do you even analyse t hi s?
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Deliver what you promised!
Fifth: get the metrics right.
Do you know w hat to measure? Do you use i ndust r y be st pr act i c e
met ri cs, suc h as t he NPS?
Do you measure per c e pt i on gaps?
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Deliver what you promised!
Sixth: align the organisation
Do you have cl ear customer relat ed targets?
Do you l i nk t he se targets to t he cor por at e mot iv at i on syst em?
Do you hire t he right peopl e and know how to f i nd t hem?
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Deliver what you promised!
Seventh, know and apply the tools
V oi c e of Customer
Customer Experienc e Jour ney M appi n g
S ervi c e De sign Aud i ts
«
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Customer Experience Mapping
Escenario 1«H emos vi sto publ i c i dad. Queremos vi ajar en pare ja a xyz»
Escenario2
«Tenemos una reunión d e negoc i os mañana en zyx»
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Deliver what you promised!
Get Customer Experience Leadership
Are you usi n g Customer Experienc e M ana gement as a S TR AT EG I C
al ignment tool?
I s t he pre si d ent / CEO your
customer c hampi on? (BT W, he can be coac hed
i nto t he r ol e«)
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Customer Experience Leadership
Nice, but
SHOW METHE MONEY!
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Show me the money!
Customer Excellence to strengthenthe organization vs. the FIVE
COMPTETITIVE FOR CES:
1.Customer negotiation power
2. Provider negotiation power
3. Threat of New Market Entrants
4.Threat of substitutive products
5. Rivalry among competitors
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Show me the money!
Customer Experience Leadershipis not ³nice to have´.
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Show me the money!
1. Customer negotiation powerG ive v alue: customer s w i ll WAN T to buy f r om you
2. Provider negotiation powerG r ow, be rel i abl e: pr ovi d er s w i ll WAN T to wor k w i t h you
3
. Threat of New Market EntrantsDi ff erent i at e by v alue: give new ent r ants a H ARD T IM E
4. Threat of substitutive products I nnov at e to sol ve customer s¶ real needs: t hey¶ll stay w i t h you
5. Rivalry among competitors I f your busi ne ss i s bui lt ar ound ³t he customer´ , youhave NOT HI NG T O FEAR
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Show me the money!
Customer-ROI is KING! Are you abl e to reco gni se tox i c pr of i ts?
Are you comput i n g CE M v alue c reat i on?
W hat about customer equi ty, br and equi ty, stock hold er v alue?
Think long-term!
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Show me the money!
Without CEM, brand credibility deterioratesand customer equity declines.
This destroys long term value while shortterm cash flow still remains positive.
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
1 2 3 4RetornosobreInversión
RetornosobreCustomer
Equity
Example: 5%yearly decline in brand credibilitytranslates intoslow cash f lowreduction, butcustomer NPV
disaster.
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Show me the money!
And remember:
Anc i llar y Revenue s must come f r om v alue you gener at ed.
Ot her w i se you are c hargi n g aT AX.
W ho love s t he taxman?
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Visit ourpax.com (not ´theirpax.comµ)
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