Hi Bea, tell us about yourself and your background.
Talking about my experience is really about talking about my interests, because little by little I have been looking for what I am passionate about doing. I studied communications, marketing, and now I’ve pursued an MBA. During these past 11 years, I have focused on providing communication strategies that improve UX and CX in companies.
My first years were dedicated to national and international journalism, when I began to learn about users and their needs and test my information proposals. Then I began focusing on the online and offline marketing industry, on the immersive topics of UX and CX based on the methodology of Design Thinking and Human Centered Design.
Currently I carry out comprehensive communications strategies focused on CX and UX for banking at BBVA Mexico, and I am the CMO and Business Designer at the disruptive design studio Tulix Boox, where I specialize in Design Thinking.
How did you start working in the customer experience space?
I officially started in a marketing agency, where I had the opportunity to analyze in detail the pillars of Customer Experience to create that magnificent journey where the user will remember and enjoy their shopping experience in an omnichannel way.
I worked with several CX accounts, and I realized that aligned communication that seeks to sensitize people should be a pillar within the CX strategies.
Information and communication generate irreplaceable value, establishing an identity and personalizing communication in a brand is of great value for any company, this helps customers to recognize and locate their favorite products and services more easily, generating that top of mind so desired.
Can you tell us a little bit about your current role?
Of course! On the one hand, at BBVA I work with projects focused on customer experience, ranging from generating comprehensive communication and awareness, looking for solutions to generate a good experience for customers that are not in a good mood, know them, research them, know how to treat them, what to say to them, and how to make uncomfortable situations more bearable for them. In an easy way: I change uncomfortable situations to comfortable or as less annoying as possible. And finally, I measure their experiences and opinions.
It is a very important job, because clients depend on our research and the knowledge that we have of them, so I always carry out tests with users and have a plan B, C or D ready.
On the other hand, at Tulix, I am in charge of designing our services, our marketing strategy and working on business models B2B B2C C2C; services for our clients, the clients of our clients and comprehensive projects focused on enterprises, also other social innovation projects that take a look out there to improve certain specific areas of our closest environment in Mexico City.
How can companies better listen and understand their customer base?
I think the key point is to study the different profiles of your clients, get to know them, and make use of empathy maps that help you to analyze them, know their real needs; but not only that, also know what you are going to give and when to do it.
You have to take time to recruit users, explore them, ask them, get to know them deeply and not only empathize, but become them, I think that is a needed by several companies that are lagging behind thinking that the solutions are what they think better for customers, not what customers actually require.
What are some companies that you think are doing an excellent job at customer experience, and why?
Well, without a doubt, Amazon, Google and Facebook are companies that strive to know their users more and more, they constantly evolve as users do.
In this regard it is worth mentioning the context of the pandemic, which accelerated digital transformation for various companies. I think a relevant point is innovation and disruption, getting out of the box and trying is the first step, the rest will be easier iterating to be able to reach customers and their needs.
Many companies are currently undergoing digital transformation processes – what are your tips on a successful digital transformation?
I believe that the main thing that stops companies from undergoing digitization is mindset.
To begin transformation, technological innovation and embrace new trends, it is necessary to be willing to change the mindset of the 20th century and recognize that we are already in the 21st century and that the solutions of the last century do not work now at days.
Another important point that I would like to mention is that business ethics also play a relevant role in generating this change not only of digital transformation, but also a change that generates improvements both in companies and in society in general, having an ethics and responsibility social, generate a shocking change, for this the Corporate Governance in medium and large companies should be essential to generate greater business sustainability.
The guidelines of a Corporate Governance serve as a model of excellence of good environmental, social, fiscal, legal, and ethical practices, among others. I think returning to the 4 P’s it’s the main point: people, process, performance, and purpose.
What are some CX solutions or tools that you’re keeping your eyes on right now?
I would not talk about a particular tool, however, data analytics, big data and Artificial Intelligence are increasingly valuable to be able to contemplate the needs of consumers and even predict their behaviors, although this prediction does not apply in all. However, the use of this analytics can be of great value to find areas of opportunity, information associations and valuable volumes that can help us make good decisions.
Did you read any interesting books this past summer that you’d like to recommend?
Well, it was a book called Big Bang Disruption — it is an interesting one that reminds you of the importance and the impact of disruption, their characteristics, life cycle, and also helps you recognize the entropy stage. The book’s authors are Larry Downes and Paul Nunes.
What is your favorite CX metric?
I have two favorites: NPS and CSAT, because I think it defines where a company stand talking about CX. And for sure, CSAT provide specific information we can manage to improve our solutions and measure how good we are doing our work.
