I do not discover anything new that if I tell you
that the human being is social seeks to be
happy as he told us
Kahneman seeks experiences and likes
share this we know from all the
life and the whole history of commerce
and the whole history of relationships
there are evidences that in the
city of Amsterdam in the 17th century already
there were loyalty policies of
customers and there is evidence that there
concepts related to tourism
since the 16th century and since the 17th century there
I think the polo frame trips were
specifically tourist but sure
that the evidence was something important and
chili you read the quixote you also give
account that the stop at headquarters
Castilian inns was something relevant
truth of the human being is social is
emotional and likes to share and this what
we know about the whole history of the
humanity
then from the arrival of the
century with the 21st century a little bit before
actually but we do want to focus the
shot we can say that it is with the century
we started to take this seriously
Experience concept for
incorporate it into the economy and to
incorporate it into business management
then specifying a bit some
American authors like paine and gilmore
tells us a phrase that is truly
powerful and that connects with the videos that
we just see say the economy is a
theater
the company the stage and your employees
the actors are the clients the actors
involuntary around the year 2000
a man named smith verne smith
of German origin publishes a book that
It called experience marketing
refers to how to devise
relatively absurd
how to cause surprises and how to generate
emotional impacts and experiences more or
less radical in the anchor consumer
in his mind a positive memory and network
bull for example has been making it a
bunch of years
if to this you incorporate quality of
service an obsession for quality
to this you incorporate an evolution
incredible technology like the one
we have had in the last 20 years
with a critical cornerstone like it is
the database that allows us
customize tastes and preferences and
adapt, provoking experiences and
More or less personalized experiences
we have a really explosive cocktail
therefore we can say that this
concern for the experience carried
to the economy and take the company
it has more or less rounding 20 years
maybe even a little bit more but
we can say that it is with the century that
arrives with all the force
I have two children who have to for
12 years old Carlos and six years old and
He is very concerned not to start
learn very well what dad does
when in college ask your father
who is a consultant and what the
other children and now they do not know when
be very well you know that I’m dedicated to
customer service experience
customer I always say joking that
they learned to speak by saying client
first mom later and then dad
in my house has always heard the
word customer and customer and customer
obsessive way now they are obsessed
that took him to new york is a
city that you do not know I ‘ve promised you
I’m going to take them but they’re
convinced that they will be able to go in their
own car within a few years
I am absolutely convinced that
this is not only going to happen but
If I take care of myself, I’ll see it with
my eyes
we are really living a
absolute revolution
incredible people in which companies
I add the successful companies they
worry and obsess over the
and customer experience
digital transformation allows us
produce experiences like we can not
even suspect promised to deepen
in the following slice
everything revolves around the concept of
experiences and experiences
if you listen to the radio in the morning
some gentlemen who offer works and
reforms for your house promise you a
good experience in the reform of your
home
the brands of cars I have three or four
in the head and some customer all
promise the driving experience or
exceed your expectations
the concept of experience and the concept
evidence has taken such strength that is the
core of the marketing proposal of
the companies
if you notice this, it’s absolutely like that
and if we realize in the image
there is a promise of euphoria in this is
an image that connects totally with the
last advertising campaign of
telephone
there is a promise of euphoria what is this
to produce experiences and incorporate it
to the company’s proposal
it’s about something that said that sounds
simple you have to produce sensations in
customers through the scent of the
temperature in stores or sensations
on the web but most importantly what
which connects with daniel’s thesis
Kahneman is that you have to produce
emotions emotions and memories
positive emotions will be worked on in
marketing but if you work in any
another area of the company
you have to think about generating emotions
positive emotions indeed
strategically your marketing plan
your communication plan you
blanc de mercado your management plan
it must be based on what emotions
you want to provoke and from that
sensations that provoke emotions and
moods memories as we have
also seen with Kahneman and his
theories also explained in the book
think fast think about space and everything
this is going to generate a feeling of
Affinity towards the brand
If I get this, the price is in a
background
sensations emotions and memories
moods or feelings
Positive links to the brand
that generates emotions, memories and
happiness
If I achieve all this, the client will
balance the price was going to think that they
the accounts come out of paying more for a
coffee to pay more for a car
you like to drive so incorporate
the promise of happiness but of a
more concrete form with sensations and
Emotions are profitable
the companies that do earn more
money may not be in the short term
but yes in the medium and long term
we talk about very strong words like
happiness feelings emotions
memories happiness
you have to try every interaction
of the client with the company be educational
people are brains and hearts and
it is essential that they perceive that
we treat like intelligent people
you have to try every experience
with the company be escapist let him
to think that we help him to flee from his life
everyday producing emotions and
memories that connect with happiness
you have to try to work the aesthetics
the customer experience has a lot
what to do with aesthetics and you have to
try by all means that each
interaction be entertaining because no
say it funny
the concept of happiness very important
you have to work in order that this
happiness is the engine that takes you to
client to interact with us
because if he’s happier he spends more
money
I’m not fooling anybody clients
they are very aware that they spend more
money with us and that is the premise
number 1 of castro me xperience is that
the client’s behavior has
a lot to do with emotions
in fact there are studies that say that in
around 70 percent of our
purchase decisions and relationship with
companies have to do with the emotional
more than rational color I get the
bills
of course but there is a I do not know
what is it if I do not know what the magic of the
customer experience
sometimes it’s a very radical marketing very
surprise a marketing you are looking for
precisely with its freshness that
surprise that really makes us different
with respect to other competitors
the heart has reasons that the reason
does not understand the heart decides the
brain justifies chaste melli experience
it’s a new discipline although it carries the
word case is not marketing has to
see with marketing but it has to do with
design the beautiful
even the artistic thing has to do with
engineering
things have to work and in the
call center I have to attend well
it has to do with human resources
everything has to work above all
people warm people nearby who
they take care of people
I like to say
quality and warmth give in ten
operations and emotions captivate
heart is the magic of experience
of client is to attack the rational with the
quality and attack the emotional with the
warmth looking for emotions and the
positive memory what connects
clearly with karman
I insist quality and warmth give 10 the
brain justifies what the heart
decide and in this context I tell them
I give my children to Carlos Halle
you are going to go to new york by car
we are in time of changes we are in
a time of absolute changes
I would like to make two or three
questions
You remember what was a videoclub us
trouble five years ago can
that seven of us went to the video store and
We had enormous stress when we did not
gave us time to return the vhs or the
dvd then on time because they put us
a fine to this from the day before yesterday that
you left the ATM was a
revolution if I tell my children
that within nothing will not exist
cash we are not only in a time
of changes
we are in a change of times as per
network could perfectly sing bob
dylan
we are living an absolutely time
new a time of changes absolutely
radical changes that will make us
change the context let’s see things
amazing supermarkets that serve with
drones we are already interacting and what
we do with pleasure with robots a
large perfume company has a
chat that helps the girls to
makeup and a webcam says yes
at your judgment
I was well made up or you were gone
the hand with the color
this is not a novelty tomorrow because of
night is hers
we are in a time of very changes
radicals we are going to see things that touch what
magical
I am going to tell you an anecdote my aunt
Maruja who is 85 years old when he arrived
internet made a phrase in my house and my
sister and I make fun of her my
sister had forgotten a key and
not saying you can send for the
internet and it gave us a bit of laughter
this is technically possible already
really the other day my son Carlos
that is real Madrid worked for
provoke his brother javi who is of
Atleti a logo that has printed on a
3d printer in the school can not be
print and there are birds in 3d
let’s see in the dizzying time of
the next years amazing things
the elevator companies are going to leave
of selling elevators are going to sell
services linked to the lift at
go up and down everything will be service the
money maybe it’s going to disappear and
eating is going to impose there is no
online marketing and offline marketing
there are good experiences all line there
robots there are chat watch to 3d printers and
virtual reality
I know a person who is winning
A lot of money in Seville providing
experiences with glasses to the
tourists, especially foreigners who
allows you to visualize a recreation of
how was the place exactly where
they are in the Roman period in the
period of al andalus this is already
here we are living a new time
a time when we will see new
experiences that are not
not even able to imagine everything going
to be new
there are not some elements that are not going to
be new will come the drones and we
they will bring milk for the baby or
diapers my children will go to new york in
your own car
at the beginning an amphibious car then a
flying car and of course they can go
sleeping in what the trip lasts without
danger of colliding why are they so
smart there is less risk than if
they are piloted by a human being but you know
that in the center there will always be a knot
what is the quality and warmth cause
in 10 this warmth is the essence of being
human that is social and wants to share
who seeks happiness and wants to see and
live emotions and experiences where the
rational part is important but about
everything wants to live emotions that are
they are recorded in memory by
always new experiences
without any doubt we will live new
experiences that have something in common
with the old ones and with the experiences
of the market in Amsterdam from the 17th century to
we like people to be pampered
people and we seek relationships of affection
happiness is sharing experiences
with people with people not so much with
machines therefore machines
should help people take care of
the clients
that’s all very many thanks
me
”
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