Imicar: How to improve the customer experience map
Discover how Imicar optimized its customer experience map to stand out in a highly competitive B2B market.
Industry
Challenge
Differentiating in a highly competitive market
Imicar, a company with over 50 years in the corrugated cardboard packaging sector, faced a highly competitive environment where differentiation was primarily based on price and product. Despite its solid history and presence in diverse industries, such as wine, fruit, retail, and food, the company identified that the customer experience was not a determining factor in decision-making within its industry.
However, market behavior was changing. Customers were no longer just looking for reliable suppliers, but for strategic partners who understood their needs and offered a comprehensive service beyond the product. Faced with this new reality, Imicar decided to focus its efforts on improving its customer experience map, with the goal of strengthening its positioning and adding a differentiating value in every interaction with its customers.
The main challenge lies in structuring a strategy that will integrate all customer touchpoints, optimize the relationship with the various stakeholders within their companies, and align their internal processes to guarantee a consistent and high-value experience.
Solution
Comprehensive strategy to transform the customer experience
To address this challenge, BBK Group developed a strategic plan based on a comprehensive approach that included research, diagnosis, co-creation, and the implementation of a new experience model. This process allowed Imicar not only to improve its attention and service but also to turn the customer experience into a key pillar of its business strategy.
Research and diagnosis.
The first step was to deeply understand the perceptions and expectations of the clients. To achieve this, an exhaustive analysis was carried out, combining qualitative and quantitative studies:
23 in-depth interviews were conducted with clients from different industries.
33 key roles were covered, including supply managers, technical purchasers, and quality managers.
5 site visits.
to companies in the wine, fruit, and food export sectors, which allowed [Imicar] to learn firsthand how clients interacted with their products and services.
172 client surveys.
With the goal of obtaining a representative view of satisfaction levels and areas for improvement.
Internal analysis.
Of sales data, quality requirements, satisfaction, and logistics, to contrast client perception with the company’s internal processes.
13 meetings to gather information with managers and department heads.
Where operational gaps, opportunities for improvement, and internal challenges that affected the customer experience were identified.
Definition of the relationship and service strategy
With the insights obtained, co-creation workshops were held with the management team and key collaborators to design an experience aligned with Imicar’s vision and market needs.
One of the first results of this process was the creation of an experience seal, a framework that defines the company’s identity in its relationship with clients and establishes clear interaction standards. This seal allowed for the structuring of a relationship model focused on:
Channel strategy.
A clear hierarchy of customer contact channels was established, defining the participation and relevance of each in major commercial interactions.
Attention model: An internal structure was designed to optimize customer service management, assigning specific roles and improving response times.
This model allowed Imicar to guarantee more fluid attention, minimizing friction and ensuring that each contact point added real value to the customer experien
Design of the ideal customer journey.
Based on the new experience model, ideal customer journeys were developed, ensuring that each interaction was fluid, coherent, and adapted to the needs of each segment.
Definition of design focal points to address the main pain points in the experience, from purchase to after-sales.
Interconnection of customer journey stages to ensure a frictionless experience aligned with customer expectations.
Personalization of interactions according to the requirements of each type of client, allowing for greater closeness and satisfaction.
With this restructuring, Imicar succeeded in having each client experience an optimized journey in their relationship with the company, strengthening trust and the perception of added value.
Implementation of a continuous improvement roadmap.
To ensure the execution of the improvements, an implementation roadmap was designed, with structured initiatives and an impact measurement plan:
Prioritization of initiatives based on their impact on the customer experience and their operational viability.
Allocation of resources and responsible teams for each phase of implementation.
Definition of success indicators to evaluate progress and adjust the strategy based on results.
This approach ensured that the improvements in the customer experience map were sustainable over time and aligned with Imicar’s strategic objectives.
Results
Transformation of the customer experience at Imicar
The implemented actions allowed Imicar to generate real differentiation in the market, strengthening its positioning and customer loyalty. The main results were:
- Greater satisfaction and loyalty from clients, thanks to an optimized experience.
- Optimization of internal management, reducing friction and improving operational efficiency.
- Greater organizational alignment around a clear vision of the customer experience.
- Strengthening of Imicar’s positioning in its sector as a provider of solutions and not just products.
BBK Group
The importance of a customer experience map in B2B
The Imicar case demonstrates that a well-structured strategy around the customer experience map can make the difference in a B2B environment. By thoroughly understanding customer expectations and needs, and designing optimized interactions at each stage of the journey, companies can strengthen their market position and improve their competitiveness.
BBK Group, as the leading brand and business transformation consultancy in Chile, accompanied Imicar in this process, delivering strategic and operational solutions to improve their customer experience in a sustainable manner.
If you are looking to transform the customer experience in your company, BBK Group offers comprehensive solutions ranging from strategy to execution, ensuring that every interaction with the client generates value and strengthens your business positioning.