Customer Experience made in Spain

[asimd5]

When Elena Alfaro began her evangelization work in 2004 and spoke about Customer Experience in Spain, most people did not know what it was about and some thought it was just another passing fad in “management”. But that has not been the case and we are now immersed in “the age of experience”, an environment in which many companies are focusing on the management of emotions to differentiate themselves from their competitors and which some describe as a list of belize consumer email goldmine. Alfaro, who is today a professor, lecturer, author of books and numerous articles on Customer Experience Management (CEM), has seen her predictions come true, and has become the leading exponent of this discipline in our country and beyond its borders.


How is it possible that in times of crisis more than 300 people queued in front of the Orange and Vodafone stores in Puerta del Sol in Madrid to buy the first units of the iPhone 5, while other businesses close or barely survive? “Apple’s customer experience management is the answer. It does not compete on price because it has managed to create emotions and has created such strong links between its brand and consumers that they do not rationalise their purchase, in the same way that football or religion do. Emotions trigger behaviour three thousand times faster than rational behaviour . The CEM market is in the development and professionalisation phase and is expected to reach its peak between 2014 and 2017 in countries such as the United States,” explains Elena Alfaro.



You may also be interested in: DEYDE launches its new SaaS data quality platform
This Madrid native, who has recently been recognized as one of the Top Ten Business Experts in Spain for being a visionary in management, has an extensive career in the world of communication , consulting and research, having been a pioneer in the use of neuromarketing techniques and in the development of methodologies that allow the emotional world to be made tangible and brought to life in the reality of companies. She is currently an associate professor at IE Business School, also collaborates with ESIC-ICEMD Business School and is frequently invited to give lectures on Experiential Marketing and Customer Experience at various national and international forums.