Juan Serrano: “We’re Dealing with a Lack of Meaning, Not a Lack of Connection”

14/01/15
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The third Departmental Breakfast organized by the UIC’s Department of Management by Missions and Corporate Governance was held on Tuesday, 13 January 2015. It was directed by Juan Serrano, a founding partner of Transforma and a visiting professor at a number of different international business schools.

Serrano reprised the talk, Loyalty and Sense in the Experience Economy, which he gave several months ago at the TED conference platform, which hosts a series of conferences under the umbrella motto “ideas worth spreading”.

During his talk, Serrano spoke of the need for companies to give meaning to their customers and their work, as well as the work done by their employees. On the subject of losing customers, he asked, “Are you giving them reasons to stay? You have to give them meaning when it still makes sense to do so.”

“We’re dealing with a lack of meaning, not a lack of connection”, Serrano continued, before going on to recommend that the participants put themselves in their customers’ shoes. “Understanding your customers means knowing how to explain things and make them feel like you understand them”, he said.

“The experience is not a service. It cannot be sold. It must be felt”, Serrano added, moving on to the subject of the experience economy. He said that the best way to communicate an experience is to enable customers and employees to experience it themselves.

Serrano’s talk was followed by a question-and-answer session in which the participants were able to share their own experiences and solutions based on the experience economy. 

This was the third Departmental Breakfast in the cycle organized by the Department of Management by Missions and Corporate Governance. The aim of the initiative is to facilitate contact between the academic and business communities in order to generate discussion on topics related to business humanism.

The breakfasts start with an expert’s brief presentation of the discussion topic followed by a general discussion in which the participants can describe their own experiences.