Experience of Transformations. Round Table held as part of the 13th Customer Experience Forum
October 18-19, 2016, Moscow hosted the international Customer Experience forum. Customer relations management specialists met in Moscow for the eighth year in a row. The forums bring together some 200 key persons in the field, top managers and customer service experts.
This year Mildberry partnered up with the organizers of the event participating in the development of the itinerary of the forum, which was mostly devoted to key trends in the development of customer service, strategies for improving customer experience and tools for developing customer loyalty programs.
Mildberry managing partner Oleg Beriev took part in the Experience of Transformations Round Table as a speaker and moderator. The round table was held on the second day of the forum and was devoted to companies’ abilities to change and transform the existing business models and marketing strategies in order to effectively manage customer experience in the context of fast paced technological progress.
Other round table participants included SPLAT CEO Evgeny Demin, HRBP Rostelecom Project Manager Alexander Nudelman, and Food Union Europe CEO Alexander Lensky.
In his presentation, Evgeny Demin listed the factors that he believes companies should take into account when interacting with clients. These include having a clear and simple message on the packaging of the product, developing business processes taking into account their impact on customer loyalty, maintaining the level of quality of the content that the company creates, and last but not least, working with big data since at the end of the day, it is big data that helps businesses to get to know each and every customer’s details and meet all of their expectations. When Alexander Nudelman took the floor, he talked about the new challenges that the telecommunications industry is facing in Russia, since all companies are now experiencing a crisis of traditional growth drivers and are having to seek out new ones. As an example, he cited Rostelecom: the state-owned company with a wide regional network has decided to switch to a bimodal operating model. He explained that as Rostelecom continues to develop its key business areas (voice communications and broadband access) it has also focused on developing new digital products and bringing them to market: new cross-functional teams have been set up and charged with this new task. The company has replaced traditional product development units with product development project teams that are incentivized by the financial performance of their products in the market.
Food Union Europe CEO Alexander Lensky talked about the unorthodox problems and tasks his company faces as it enters new markets. Currently operating in North America, Russia, Europe and Latvia, Food Union Europe buys up smaller companies, including family-owned businesses that have independent strategies and their own culture of transformations, which helps them preserve their business while integrating with their new parent company. As an example of an ambitious project like that Mr. Lensky quoted the situation in the Danish market. The company has 3,000 ice cream kiosks there of its own in addition to 40,000 ice cream kiosks belonging to independent entrepreneurs. Food Union plans to turn those 40,000 independent kiosks into a franchisee chain with all franchisees sharing the same business approach.