Abstract

VILTARD, Leandro A.. Foco en la Experiencia del Cliente. Qué, por qué y cómo de este paradigma estratégico y organizacional, con un epílogo sobre la economía circular. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2023, n.114, pp.113-138.  Epub June 01, 2023. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi114.4117.

Under the complexity and uncertainties of actual markets, and as never before, customers are disrupting the business game from the outside, transforming the way organizations/functional areas operate, and how people think and act. Because of this, it is necessary to focus on customer’ long-term value, new organizational models, changing role of the Business/Marketing Officer, out-of-the-box capabilities, and digital technologies integration, for which Customer Experience (CE) operation levels are required to be raised in many more organizations. As a consequence, a link-to-value perspective on CE operation must be instilled at company-wide, focusing on the customer model/journey and on a new mindset, needed to implement an eco-friendly business environment.

It is studied CE, customer long-term value and related matters, proposing ideas for a better implementation in firms of every industrial sector and size. The hypothesis of this work -which was corroborated- suggests that it is possible to enhance company results, performance and competitiveness raising its CE operation level and implementing an ecofriendly business environment.

It was used a qualitative methodology with a bibliographical, exploratory and descriptive study, and a not experimental and transversal design.

Keywords : Customer experience; user experience; performance; competitiveness..

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