Hi Enrique, tell us about yourself and your background.
I´m currently the head of the CX department within the CX direction in CONTPAQi; I have over ten years in different roles, mostly commercial roles but have taken a keen interest in driving change through customer-centricity.
How did you first start working in the CX space?
Officially since 2017, but I like to believe CX has been a great part of the success I´ve had in my previous commercial roles.
What are some of the common misunderstandings related to customer experience?
Most common for me is people believing customer experience occurs only within the support department or, even worse, when it is just the same as customer service.
Have you seen any interesting new trends in eCommerce this year?
Since COVID eCommerce, at least in Mexico, has had a boom expected to come in the next years. While it was already a given in other countries, most companies are just venturing into it, so it is quite a challenge for them to try and stay on par with global brands; therefore, I strongly believe that great customer experience is the key differentiator for this upcoming companies.
eCommerce boomed in 2020, and consumers started leaving more product reviews online. How can we make the most out of this momentum?
Feedback is the bread and butter of any CX Manager; since reviewing online has become a big part of the online sales process, it is essential for the industry to keep an eye on this. More and more, it is becoming a more proactive activity for the consumer to give their feedback rather than having to ask them for it.
What are some CX companies/solutions you’re keeping your eyes on right now?
Not specifically a CX company, but Amazon, I think, has revolutionized the CX industry and set a very high bar. Regarding solutions, intention classifiers and machine learning algorithms for advanced recommendations.
So many things changed in 2020. While some things are going to return to “normal,” what are new trends and habits you think will stay with us in the long term?
Working from home is definitely here to stay. We´re already seeing the ramifications of this in places like Silicon Valley, where people are now “demanding” hybrid or full stay-at-home jobs. For Latin America, this was a big taboo; however, at least in my experience, it has been proved over the last year and a half that given the right company culture and people, it is as good (or even better) as working in an office.
Do you believe focus groups are still relevant in the era of eCommerce? Why?
I do, cause even though an eCommerce platform grants you a wider reach, the face-to-face (even digital) reactions you can get from people within a focus group are still valuable.
Last but not least, what is your favorite CX metric?
CES by far; I like NPS; however, it is only based on a possibility, while CES is the actual measurement of how easy or hard the interaction was.