In Latin America, the importance of CX is already installed

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In Latin America, the importance of CX is already installed.
Destí is a new consulting firm specializing in customer centricity transformation. In this note, its CEO and co-founder talks about what it is about and what are the objectives of the new consultancy.
Marketers
by AdLatina
Destí was born in August, a new consulting firm specializing in customer centricity transformation, led by Connie Demuru, who was in charge of Rapp Argentina for more than 18 years. In this note, she says what it is about and what are the objectives of the new consultancy.
– How did Destí come about and why is a consultant like Destí necessary in the region?
It arose from the experience in contributing to the relationships between brands and people, using inquiry and data to empathize and add mutual value in that exchange. There, we were observing the points of friction that appear in the life cycle and determine in many cases the flight of customers or the frustration in their experience and the inevitable transformation that it requires in companies transcending the area of ​​marketing, customer orientation. Not only philosophical, but also tactical, hacking traditional models of product centric management that already seem outdated. Although the agency does macro strategy, it does not do the strategy of what is intended in terms of business of that relationship. We were reading this need for transformation and we began to work. We believe that a team of specialists like the one that makes up Destí is necessary to accompany brands to train to develop organic practices of active listening and turn that knowledge into action plans and continuous improvement. And that these transformations are vital to protect the permanence of their clients, enhance their life cycle and even achieve their recommendation, improving the present and future value of their businesses.
– How do you link up with Rapp?
The Destí team traveled a path as a strategic consulting space for Rapp Argentina, generating valuable transformations in various brands and categories, and from this spin-off, it deepens its contribution as an independent brand, developing its own methodologies in which strategic recommendations are channeled into concrete action plans. That they take ownership of these processes, that it is co-designed and that it remains in the other, that it adheres naturally.
“The design or improvement of the customer experience requires a holistic look at all the touchpoints and possible demands of the person throughout their journey”.
– How do you carry out the CX strategy in relation to the brands you work with?

All the projects that we develop are built from the voice of the client, integrating all the previous knowledge and inquiring about emotions and expectations related to their interaction process with the category and the brand. That is why everything ends in a work plan with the client. Designing or improving the customer experience requires a holistic look at all the possible touchpoints and demands of the person throughout their journey. It questions processes, people and equipment, available technologies and, above all, the organizational culture. We capitalize on business information but we always validate it under the sieve of customer opinion, hacking, in many cases, the established truths. The methodology proposes that the emergence of the process be shared with the most diverse teams of the organization for the ideation of possible solutions in the short and medium term. Incorporating the long-term perspective for the development of more complex plans.

– What place does CX have today for a brand/company? And for a consumer?

As consumers we have a postgraduate degree, with professional skills developed to demand and tacitly or explicitly demand what we believe corresponds to us in the agreement that involves choosing a product or service and everything that is at stake. I think that people prioritize our purchase and post-purchase experience with a higher weighting than that of companies. And that brands are beginning to implement/apply gestures of concern and dedication to the customer that have not yet become habits for the organization. However, throughout the Latin American region the conviction of the importance of CX is already installed. The practice is still in the process of evolution and development, pushing from the most painful results an imminent and deeper transformation of companies towards the customer centric mode that is nothing more than prioritizing that voice, that of the customer, in customer decisions. business. 

Brands are beginning to implement/apply gestures of concern and dedication to the customer.
– Can you give examples of transformation processes?

In our work, each process and project is unique because it starts from the situation of that company in connection with its clients. The Destí team has already collaborated in transformation processes with Syngenta Crop, Syngenta Seeds (Nidera and NK), Mosca (Uruguay), Mondelēz / Philadelphia (Mexico), Abbott Laboratories, Farmacity, FCA / Stellantis, among others. Developing projects to improve the customer experience, development of relationship models by segments, reformulation of loyalty value propositions for brands or creation of comprehensive relationship management strategies, creating appropriate metrics to measure business impact. of these transformations.

– Which are the expectations and goals of Destí?
Our north is set on contributing to transformation processes for brands and value for people, throughout the region. We seek to contribute, facilitate and accelerate changes that allow the understanding and relationship between brands and people to evolve in the most diverse industries.
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