Customer Perspective: An Ipsos podcast – Season 2

Welcome to Season 2

Customer Perspective is a weekly podcast aimed at all of you who are concerned, in some way, with helping your organisation deliver on its Brand Promise to customers; so whether you’re a Customer Experience practitioner, lead CX measurement and management programmes, head up Mystery Shopping, are responsible for the performance of sales channels, or functions, and their role in delivering customer success … then this podcast is for you.

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Season 2: Episode 12 – Hear from Mariano Silveyra at Mercado Libre: ‘Becoming the marketplace with the best Customer Experience in Latam’ (in Spanish). This week of 14th December, we are delighted to welcome Mariano Silveyra, Customer Analytics Senior Manager from Mercado Libre, Latin America’s leading eCommerce technology company. Mariano joins Ipsos’ Carolina Smart, Head of Customer Experience in Argentina, and Nicolas Fritis, Head of Customer Experience and Channel Performance for our Latam business, to discuss how Customer Experience is gaining in strategic importance in eCommerce in Latin America.

Mariano describes the journey Mercado Libre has taken towards becoming the major eCommerce player in the region, and the role CX plays in their strategy. As this market evolves rapidly, Mariano comments on some of the future challenges they expect to face, and how the company is preparing for them.

Episode 12 brings us to the end of Season 2. Thank you for joining us and hope you enjoyed listening. We’ll be back with Season 3 in January. We look forward to talking you again, then. In the meantime if you have any guest/content suggestions, do get in touch with us at CustomerPerspective@Ipsos.com. Season’s greetings from Customer Perspective!

 


Season 2: Episode 11 – Hear from Ayleen Kenrick at Walmart: ‘Retail beyond C-19’ (in Spanish). This week of 7th December, we are delighted to welcome Ayleen Kenrick, Insights, Strategy and Clients Manager from Walmart Chile, who joins Ipsos’ Carolina Smart, Head of Customer Experience in Argentina, and Nicolas Fritis, Head of Customer Experience and Channel Performance for our Latam business, to discuss the future of retail.

Ayleen explains the challenges Covid presented to Walmart’s brick and mortar business, and the action they had to take to adjust service, product and experience, as a result of the crisis. She reflects on the effect of the acceleration of the digital transformation, and how Walmart is looking to the future as a leader in the supermarket sector.

 


Season 2: Episode 10 – The Forces of Customer Experience in Latin America. The science of strong relationships. This week of 23rd November, we are delighted to welcome Nicolas Fritis, Head of Customer Experience and Channel Performance at Ipsos in Latin America. Nico speaks about The Forces of CX, a human-centric framework that helps organisations better design and deliver customer experience, so that it drives true competitive advantage and a better Return on CX Investment (ROCXI). Building on the original Forces of CX framework, which launched earlier this year, Nico references new research conducted in seven Latin American markets: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru, and demonstrates how the relative importance of the Forces in Latin America varies across markets, sectors and brands.

Learn more about The Forces of Customer Experience in Latin America – The science of strong relationships, and find out more about Customer Experience at Ipsos.

 


Season 2: Episode 9 – Hear from Kate Fannin at Estée Lauder Companies: ‘Immerse in the Experience’. This week of 16th November, we are delighted to welcome Kate Fannin, Executive Director, Retail Experience & Insights, North America Corporate Marketing, at Estée Lauder Companies, and from Ipsos in the US, Kristy Click, Ipsos Senior Client Officer and Reena Roy, Senior Vice President in our Ipsos Channel Performance business.

Kate talks to us about creating fabulous immersive experiences for the beauty consumer – across channels, with a call out for phygital, the power of personalisation, evolving consumer and retail trends, and what the future may hold; reinventing the future of beauty.

To hear more from Kristy, head to https://www.ipsos.com/en-us/events/CEW-Womens-Leadership-Awards for her closing speech at the prestigious CEW’s Women’s Leadership Awards – a celebration of women and achievement in the beauty industry.

 


Season 2: Episode 8 – Hear from Virginia Wigley, Manager Insights & CX Design at Trustpower, New Zealand. This week of 2nd November, we are delighted to welcome Virginia Wigley, Manager Insights & CX Design at Trustpower, New Zealand, together with Lance Webb, who leads our Ipsos CX business in New Zealand. Virginia shares Trustpower’s CX story – their goals, challenges, successes, and key learnings, especially relevant for those of you who are embarking on a new Voice of the Customer programme, or ‘refreshing’ your existing one to ensure it’s continuing to drive the right actions in these challenging times.

Read more about the steps involved in strengthening customer relationships, and how they can help to ensure brands develop along with customers throughout this crisis, in this recently published Ipsos Views paper.

Find out about Customer Experience at Ipsos, and read our latest thinking.

 


Season 2: Episode 7 – Hear from Keith Gait, Customer Service Director at Stagecoach Bus. This week of 26th October, we are delighted to welcome Keith Gait, Customer Service Director at Stagecoach Bus, and CX Leader of the Year Top 25 Finalist 2020, along with Lorraine Rough, Director and CX Planner in our Ipsos MORI CX business in the UK. Keith describes how he and his team at the UK’s biggest bus and coach operator are driving a shift in focus across the organisation – from bus-centric to passenger-centric, and achieving CX culture transformation at the front line. Enjoy Keith’s story and practical tips!

Find out more about Customer Experience at Ipsos, and read about our latest thinking.

 


Season 2: Episode 6 – Hear from Sofía Suárez, Shopper & Category Leadership Senior Manager at Nestlé Mexico. This week of 19th October, we are delighted to welcome Sofía Suárez, Shopper & Category Leadership Senior Manager at Nestlé Mexico, along with Luis Brizuela, head of our Ipsos Channel Performance Mexico business. Sofía describes the changing shopper behaviours she is seeing, how Nestlé is responding, in particular how her team have had to change the way they do business, and expectations of her partners. Worth listening in for her take on future trends alone; she got it right two years ago!

 


Season 2: Episode 5 – Hear from Leigh Hopwood, CEO of CCMA, talking all things Contact Centres. This week of 12th October, we are delighted to welcome CCMA (UK Call Centre Management Association) CEO, Leigh Hopwood, to the guest chair. Hear Leigh discussing all things contact centres, with Ipsos’ Andy Firth, self-proclaimed contact centre geek: shift to homeworking, switch to remote channels, accelerated digitisation, automation and self-service, the vital role of contact centres in delivering Customer Experience excellence, and more …

Find out more about Customer Experience, and Channel Performance: Mystery ShoppingRetail Performance and Retail and Consumer Intelligence at Ipsos, and read about our latest thinking.

Discover how a well-designed mystery calling programme to evaluate contact centre can drive loyalty and profits, in this recently published Ipsos Views paper.

 


Season 2: Episode 4 – When Difference doesn’t mean Different: Understanding cultural bias in global CX programmes. Running global Customer Experience studies provides both better value for money than individual country studies, and a degree of standardisation across markets. However, their validity remains at risk from an age-old research problem: cultural response bias.

This week of 5th October, we welcome Fiona Moss, Director in our Ipsos CX Global Analytics team, and Bharath (Vijay) Vijayendra, Head of Analytical Services in our US Ipsos CX business, to Customer Perspective. They take us through their recently published paper, explaining the impact of cultural bias on response – and what to do about it, to ensure the right actions are taken.

Read a copy of the paper discussed: ‘When Difference doesn’t mean Different’. Find out more about Customer Experience at Ipsos, and read about our latest thinking.

 


Season 2: Episode 3 – Hear from John Walker, Head of Customer Insights at Maersk. This week of September 28th, we are delighted to welcome John Walker, Head of Customer Insights at A.P. Moller – Maersk. Hear John interviewed by Jamie Thorpe, our Ipsos Head of XM in the UK. John speaks about the differences – and parallels – between B2B and B2C CX, shares his views on how CX is evolving and the ‘next challenges’ for CX professionals, as well as giving advice to those new to CX/wanting fresh thinking.

Find out more about Customer Experience at Ipsos, and read about our latest thinking.

 


Season 2: Episode 2 – Delivering a Return on CX Investment (ROCXI) – the practical steps involved in financial linkage modelling. This week of September 21st, we welcome Jean-Francois (JF) Damais, our Ipsos CX Chief Research Officer, back to the hot seat. Last week we heard Matt Cahill from McDonald’s talk about the importance of defining the end business goal and the power of analytics in making a case for CX improvements. JF builds on that, by taking us through the practical steps involved in financial linkage modelling to ‘unlock’ resources and prioritise spend, and shares examples of the specific types of business questions that can be answered by such ROCXI analytics.

Find out more about Customer Experience at Ipsos, and read about our latest thinking. If you enjoyed listening to JF so much that you want to hear more, then head to Season 1: Episode 4, where JF speaks about CX Forces – our CX ‘framework’ that captures the true building blocks of relationship strength.

 


Season 2: Episode 1 – Hear from Matt Cahill, Senior Director, Consumer Insights Activation at McDonald’s.  This week of September 14th, we are delighted to launch Season 2, with Matt in the guest chair.

Hear from Matt as he shares how McDonald’s is responding to today’s and tomorrow’s challenges, the role of research in making business decisions, achieving best in class CX, and how to drive desired customer behaviours.

Reena Roy, Senior Vice President in our US Channel Performance business enjoyed her guest appearance in Season 1: Episode 13 so much, that she came back as co-host for our opener, inviting Matt to join her.  Never fear, Trevor Clarke will be back soon!

Find out about Ipsos’ Consumer Health & Safety Index, as mentioned in the podcast.

 

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