Hi Silvana, tell us about yourself and your current role.
I am the founder and CEO of Buljan & Partners Consulting in Madrid, focused on making companies a better place for customers and employees. Next year will mark 20 years in the business and proud of the achievements our customers have made in their organizations.
How did you start working in the customer experience space?
We came from CRM consulting and training work and have observed huge investments in technology and process optimization, that the customer would not “feel” and experience in the end. This made us reflect on how we could make sure that customer centricity really becomes real and started to check-out innovative methodologies and approaches, and own innovations around engaging employees and leaders to be more customer centric.
Tell us about your role as an ambassador for ECXO. What does it include?
My role is more of a strategic advisor for the European Customer Experience Organization (ECXO), cross-functional and cross-country. This includes strategic direction, engaging more people towards the community, finding partners and also sponsors.
What do you think is different in the European approach to customer experience vs. the American way?
Culture. Period. And completely different rules of engagement between companies and employees (labor laws, unions, etc.).
What do you think the top priority should be for a company that wants to improve its customer experience?
Being serious about it with all “consequences” regarding transformation, not only have a customer journey map on the wall.
How can companies better listen and understand their customer base?
There are many ways, you have Voice of Customer programs actively asking for feedback, and you also have lots of assets without asking: involving customer facing staff (they usually know what the customer pain points are) or analyzing your customer complaints strategically not just operationally.
Many companies are currently undergoing digital transformation processes – what are your tips on a successful digital transformation?
There´s no successful digital transformation without customer centricity. You need to start from the customer experience.
What are some CX companies and solutions you’re keeping your eyes on right now?
Those combining data and technology with human centricity and engagement.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
Keeping to deliver on our purpose and brand promise. Being customer centric is not a “one shot initiative” during a pandemic. The good stuff you did needs to stay available for customers.
What is your favorite CX metric? Why?
It´s not just one metric, it´s the combination of different metrics that put the big picture into context: leadership, employee engagement, customer experience and its combined impact on business results.