DRIVING BUSINESS

INTO THE FUTURE

Driving Business into the Future

An Immersive Experience in Lisbon
14-19 julho 2019

Customer Experience
Helena Amaral Neto
 DRIVING BUSINESS
INTO THE FUTURE

HELENA AMARAL NETO

 DRIVING BUSINESS
INTO THE FUTURE

HELENA AMARAL NETO

DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

Helena Amaral Neto

Luxury Executive Course Coordinator
ISEG - Lisbon School of Economics & Management
Universidade de Lisboa
DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

CUSTOMER EXPERIENCE

10 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

Quanto
vale
este
anel?
 DRIVING BUSINESS
INTO THE FUTURE

Quanto
vale
este
anel?
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

Quanto
vale
este
anel?
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

De onde vem o VALOR?

 DRIVING BUSINESS
INTO THE FUTURE
Ferramenta estratégica

de

Diferenciação
 DRIVING BUSINESS

Exemplo
INTO THE FUTURE
 DRIVING BUSINESS

O mercado de Luxo
INTO THE FUTURE

Mercado mundial:

• Vendas de € 1,200,000,000,000 em 2018

• 350 milhões de consumidores

• Taxa de crescimento 4-7%

 DRIVING BUSINESS
INTO THE FUTURE

Mercado de Luxo
São vários setores
 DRIVING BUSINESS

Luxo: Automóvel +5%

INTO THE FUTURE

€495bn
 DRIVING BUSINESS

Personal Luxury Goods +6%

INTO THE FUTURE

€260bn
 DRIVING BUSINESS

Luxo: Hospitality +5%

INTO THE FUTURE

€190bn
 DRIVING BUSINESS

Luxo: Cruzeiros +7%

INTO THE FUTURE

€2bn
 DRIVING BUSINESS

Luxo: Jatos & Yachts

INTO THE FUTURE
 DRIVING BUSINESS

Luxo: Mobiliário & Arte

INTO THE FUTURE
 DRIVING BUSINESS

Luxo: Bebidas & Fine Food

INTO THE FUTURE
 DRIVING BUSINESS

Luxo: Imobiliário INTO THE FUTURE

 DRIVING BUSINESS
INTO THE FUTURE

CUSTOMER EXPERIENCE
4.0

29 | Customer Experience
 DRIVING BUSINESS

CX 4.0
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

• Vendas instore ou online?

31 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Vendas online de “personal luxury goods”

• 2016: 8% (€20 bn)
• 2025: triplicar até 20% (€74 bn)

32 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Vendas online de “personal luxury goods”

• Depende de:
• Categoria
• Preço

33 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Shopping cada vez mais digital

• Lifestyle cada vez mais mobile

34 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Múltiplos touch points

• Grande desafio para as marcas
• Novo canal: C2C
• Consumidor -» Papel ativo
• Consumidor -» Embaixador?

35 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Influencers
com conteúdos
personalizados

36 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

• Como estão a reagir as marcas?

• Alocação de budgets:

• Digital

• Eventos

• Papel

• Será suficiente?
37 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

38 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

39 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

Marcas de Luxo

• E-commerce
• Mono marca – maioria das vendas
• Multi marca – maior crescimento

40 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

41 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

1. Digitalização do negócio
• Sistemas integrados de design, produção, logística e
dados de clientes
• Flexibilidade
• Rapidez
• Redução de custos

• Just-in-time
• Ex. Adidas Speedfactory

42 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

43 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

2. Comunicação 1-1
• Big data + analytics
• Relações pessoais com cada cliente
• Intimidade

44 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

2. Comunicação 1-1
• Marketing contextual
• Criação de Experiências
• Storytelling

• Atitude de Luxo

45 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

46 | Customer Experience
 DRIVING BUSINESS
INTO THE FUTURE

47 | Customer Experience
 DRIVING BUSINESS

Desafios
INTO THE FUTURE

• Novo papel da loja física -» experiencial

• Nova forma de viver -» uso vs posse

• Novos player de mercado -» Amazon

DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE

ATITUDE DE LUXO

52 | Customer Experience
 DRIVING BUSINESS

Atitude
INTO THE FUTURE
 DRIVING BUSINESS

Motivação
INTO THE FUTURE
 DRIVING BUSINESS

Extra Mile
INTO THE FUTURE
 DRIVING BUSINESS

Autenticidade
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS

Novidade
INTO THE FUTURE
 DRIVING BUSINESS

Tempo
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS

Experiências
INTO THE FUTURE
Emoção DRIVING BUSINESS
INTO THE FUTURE
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS

Storytelling
INTO THE FUTURE
 DRIVING BUSINESS

Luxo: Automóvel
INTO THE FUTURE
A
DRIVING BUSINESS
Atitude INTO THE FUTURE

M Motivação
A Autenticidade
N Novidade
T Tempo
E Experiência + Emoção
S Storytelling Sedução
 DRIVING BUSINESS
INTO THE FUTURE

“NÃO SOBREVIVERÃO
OS MAIS FORTES E NEM
OS MAIS INTELIGENTES,
E SIM OS QUE MELHOR
SE ADAPTAREM.” CHARLES DARWIN

67 | Customer Experience
DRIVING BUSINESS
INTO THE FUTURE
 DRIVING BUSINESS
INTO THE FUTURE
Contactos

69 | Customer Experience
DRIVING BUSINESS
INTO THE FUTURE

www.isegexecutive.education
Rua do Quelhas, 6
1200-781 Lisboa

(+351) 213 922 891

info@executive.education