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Raul Amigo joins us on Engati CX to tell us about the 4 building blocks of CX and to show us how to go beyond CX.
Raul Amigo is an expert in Experience Design, Author of the Best Seller "Beyond the Customer Experience".
In 2019 he launched his fourth book "X by Design- the Manuel of the Design of Experience" for Editorial Planeta.
He has 20 years of experience and has worked with some of the most admired companies like Google, Oracle, Samsung, Mastercard, ABBOTT LABS, and Microsoft, among others.
Interview with Raul Amigo
This section will contain a summary of our interview with Raul Amigo. But, if you'd prefer to listen to the entire interview, our Spotify podcast is embedded below the summary.
We are now living in the Experience Era.
Customer Experience is a top-down leadership approach.
Your leaders need to be aligned with this idea and start seeing the world through your customer's eyes. And then they need to align the people and processes along with this.
Instead of just trying to use our own ideas, we need to use the customers' insights and feedback.
Raul bases his solutions around 4 building blocks.
The first one is get to know your customers deeply.
Get into their minds. If you don't get into the meeting attribution processes of your customers, you'll never know how they perceive things.
The second block is the design phase.
The experience design departments are now a part of many organizations. They need to be very strong.
The third block is implementation.
Customer experience is all about implementation. You need to change your organization. You need to change your employees.
The last block is the audit.
How do you measure customer experience? What technology are you using to understand whether the customers are enjoying the experiences that you're designing.
Experience is a perception that customers build on an emotional interaction. You need to be able to measure those emotional interactions and measure their sentiments.
Conversational AI helps you with experiential storytelling. It's the story that your customers are going to tell themselves about the experiences.
Using Conversational AI is completely critical. Raul says that you can't do without it.
You can create better experiences for your customers and create positive experiences for your customers with chatbots by saving them time, energy and frustration in the process of resolving their issues.
AI and technology are driving the transformation process.
It's all a matter of technology now.
We need to rely on AI and social listening. We need to be where the customers are and listen to what they are saying.
UMUNTU uses AI for dynamic archetyping which essentially provides a real image of the customer.
Customers preferences keep changing. It's not static. Dynamic archetyping helps you keep up with your customers' changing preferences.