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ESADE Alumni Entrepreneurship is hosting a talk about the impact of the good consumer experience by Carlos Iglesias, a professor in several ESADE Executive Education programmes.

In Spain, 62% of consumers base their buying decisions on the recommendations of friends and relatives, and 40% on the opinions of “independent” consumers published in digital forums, blogs, etc.

A good customer experience not only enhances customer loyalty but also appeal. Everyone likes to talk about good experiences and we now have more media within our reach than ever. The growth rate of companies that provide a better experience is well above the average in their industries… and vice versa. The opposite happens to companies offering a poor experience.

Changing the customer experience inevitably involves overhauling the culture of everything ranging from corporate structure to the actual focus on value delivery. In this respect agility is an ideal target culture because it creates a task framework based on values and principles, and devices too.

Carlos Iglesias is a qualified engineer and vocational seaman.

With more than 20 years’ experience in the technology industry, Carlos combines running his own company with acting as a strategic consultant for his customers and lecturing at several universities and business schools. In 2003, together with three partners, he set up Runroom, an e-business consultancy consisting of more than 50 people and specialised in digital transformation and the customer experience. Runroom has been shortlisted for the EMEA Google Premier Awards in two consecutive years.

Carlos is a well-known professor on several ESADE Executive Education programmes, including inDigital (the world’s No. 1 marketing and e-business programme according to the international Eduniversal ranking), Marketing Management Programme, Sales Management Programme, e-business inDigital, Executive Master in Business Analytics and the Executive Master in Marketing and Sales, to name but a few.

Language: Spanish

  • #Emprendimiento
  • #Marketing y Comunicación

Event resouces. For members only!

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