Last Friday the 18th a Coffee Break took place at the Vivero de Empresas De Vicálvaro.
On this occasion, the guest was Javier Moure (@mourepe), director of Customer Experience Management (CEM) at Banesto.
Javier is a regular speaker on topics related to commercial innovation and new commercial, marketing and product strategies, and a great evangelist of the maxim «I've learned that people forget that you said or what you did but never forget how you made them feel” (“I have learned that people forget what you said or what you did, but they never forget how you made them feel”). He has an MBA from IE Business School and extensive experience in Banking and Professional Services.
Diversity and innovation
Javier Moure considers that when it comes to innovation, diversity is key, since "it is impossible to generate anything new with people just like you." And he advises: «Surround yourselves with people who complement you, not with people who are comfortable for you and don't argue with you. If you want comfortable people for partners, you have mus partners, not allies to grow with."
Javier says that «when you have a challenge to solve, keep in mind that all ideas are valid. And defer judgment." Another piece of advice: "if you disagree, don't argue indefinitely, vote."
The customer, the basis of your business
Javier tells us that “you have to control the financial part, but don't forget that the basis of your success is having satisfied customers. You know your margin, but do you know the number of your top customers?
Javier gives some advice, which he considers key: “talk. Go where your client is, don't stay in the office: 'MEC (Move Your Ass)'. Do not think that your clients do not want to talk to you, they are wanting to give you feedback». And he emphasizes that you have to ask: “Would you recommend our product or service to a family member?”.
Javier tells us that "the difference is not having a lot of data about your clients, but knowing what they are passionate about." He also believes that "your best salesperson is another customer."
What your client remembers, the emotional
Javier tells us that “the past is associated with emotional experiences. What you remember is how you felt." So “the last thing is to rationally sell a product. You have to address the emotional part, what we sell must be memorable.
And he explains: “To give your customers memorable experiences, you have to have a structure that facilitates it. Do not complicate your customer-facing processes by managing exceptions (such as asking for 15 signatures, because once a customer did not pay)».
Javier believes that «there are two types of smile, the real one and the fake one. And your customers distinguish them.
After talking with those attending the Coffee Break, Javier left a sentence written on a window of the Vivero de Vicálvaro: «The only relevant thing is how you make your clients and potential clients feel». CEM-> MEC «Move Your Ass».
You can see the video of this Coffee Break here: http://www.froozetv.com/?p=894
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