{"id":1136,"date":"2012-08-06T21:15:00","date_gmt":"2012-08-06T19:15:00","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1136"},"modified":"2012-08-06T21:15:00","modified_gmt":"2012-08-06T19:15:00","slug":"un-nuevo-modelo-de-negocio-basado-en-la-experiencia-del-cliente","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/08\/un-nuevo-modelo-de-negocio-basado-en-la-experiencia-del-cliente\/","title":{"rendered":"A New Business Model: A Client-Based Experience"},"content":{"rendered":"

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The Forum HOTel&Spa<\/a> recently celebrated its 5th<\/sup> Annual Conference, an event that brought together excellent speakers from all over the world, including Sonal Uberoi, Founding Director of Spa Balance Consulting.\u00a0 Attendees enjoyed many interesting presentations from various international experts, each one talking about this year\u2019s conference theme: \u201cExperience\u201d. In this post, we would like to share Sonal Uberoi\u2019s presentation on \u201cA new business model: A client-based experience\u201d, a business model where the world as seen through our client\u2019s eyes is key in order to prosper in a rapidly changing industry.\u00a0 In her presentation, our Founding Director concentrated on the macro-level of the health paradigm. Please click here<\/a><\/strong> to view the presentation.<\/p>\n

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Se acaba de celebrar recientemente la 5\u00ba edici\u00f3n del Forum HOTel&Spa<\/a>, una reuni\u00f3n en la que hemos podido disfrutar de las ponencias de diferentes expertos internacionales, entre ellos, Sonal Uberoi, Directora de Spa Balance Consulting, que expuso una presentaci\u00f3n, sobre un nuevo modelo de negocio, en el que el cliente, y su experiencia, son los protagonistas, pero no a nivel anecd\u00f3tico, sino como idea principal de empresa. Para ver su presentaci\u00f3n, pinche aqu\u00ed<\/a><\/strong>.<\/p>\n

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Sonal Uberoi explained that in order to place the client at the heart of our business model, we need to focus on what is happening in their lives and how their lifestyles are evolving.\u00a0 The key facts we need to take into account are the following: 1) our world as we know it is in transformation and we are ageing as a population, 2) we are adopting damaging lifestyles that are harming our health in order to cope with such changes and, 3) our national healthcare systems are at a breaking point.<\/p>\n

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With these facts at hand and looking at the bigger picture, we need to understand that the spa industry is a part of the health paradigm; it is one of the many options that our consumers have in order to assist them to live healthier lifestyles.<\/p>\n

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Looking at other sectors that have done it well, Sonal Uberoi gave as an example Philips Design, the world’s largest design consultancies, and the healthcare industry. In our previous posts<\/a> on healthcare innovation, we discussed the principles and mindset that Philips Design embraced in order to support innovation strategies aimed at providing both patients and professionals with an improved healthcare experience.<\/p>\n

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The solutions they found were the need for organisations to create strategic and smart alliances with a sustainable financial model, where different skill-sets, expertise and knowledge streams were drawn upon from various stakeholders, thereby forming a multi-disciplinary, multi-layer and open-minded team. Philips Design also discovered a key finding that is relevant to the spa and wellness industries: healthcare experiences impact lifestyle, for better or worse, and that healthcare journeys often take place across many different locations, yet people perceive and recall the experience as a single entity.<\/p>\n

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Sonal Uberoi mentioned that if we look at how Philips Design dealt with improving healthcare experiences for both professionals and clients, we can see that the spa and wellness industries can actually learn a lot from the their practices. If we realise that our client’s spa experience is something that they will always remember, irrespective of whether it was good or bad, it seems important to improve the client journey and to accompany and support our clients during any type of health transition.<\/p>\n

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In order to do that, Sonal Uberoi argued that the spa and wellness industries must put aside the unhealthy competition within these sectors. Companies and people of different expertise should join forces by creating strategic and smart alliances and drawing upon different expertise in the sector, from spa consultants, to spa designers, spa equipment suppliers, etc. This in turn would allow spas and wellness centres to enjoy a sustainable business model, where all stakeholder and industry professionals and companies can develop freely and innovatively, creating value and enriching experiences for the end-user.<\/p>\n

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On a final note, the audience was left with some food for thought: why do people struggle to change their lifestyles to live healthily, even when they know the facts about healthy living?<\/p>\n

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Si pensamos en el cliente como protagonista de un modelo de negocio, necesitamos ver la vida a trav\u00e9s de sus ojos, centr\u00e1ndonos en la transformaci\u00f3n actual que est\u00e1 sufriendo el mundo, en c\u00f3mo nuestro estilo de vida da\u00f1a nuestra salud, y el punto de inflexi\u00f3n que debemos experimentar, a la vez que se experimenta de manera global.<\/p>\n

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Teniendo en cuenta esta situaci\u00f3n, debemos concebir el negocio del spa, como parte activa del sistema sanitario, una opci\u00f3n real para el consumidor, que necesita cambiar su estilo de vida, hacia un modelo mucho m\u00e1s saludable, en el que nosotros tomemos parte como soluci\u00f3n, y no como parte del problema, pensando en negocios que se enfocan hacia sus clientes, y no s\u00f3lo hacia sus beneficios econ\u00f3micos.<\/p>\n

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Si pensamos en otros sectores que ya han materializado esta idea de forma positiva, debemos hablar de Philips Design, la mayor consultor\u00eda de dise\u00f1o del mundo. En anteriores art\u00edculos<\/a>, debatimos sobre la innovaci\u00f3n en nuestros sistemas sanitarios, en la que se invitaba a los profesionales del sector a abrazar estrategias de innovaci\u00f3n, encaminadas a proporcionar a pacientes y personal, una mejor experiencia sanitaria.<\/p>\n

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Las soluciones encontradas se basaron en la necesidad de crear alianzas inteligentes, con un modelo financiero sostenible, y recurrir a grupos multidisciplinarios, con diferentes conocimientos y habilidades, que formen un equipo final con un enfoque abierto e innovador.<\/p>\n

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Philips Design tambi\u00e9n menciona la idea del impacto que supone una experiencia sanitaria en el estado de \u00e1nimo de la gente, ya sea para bien, o para mal, hablando de que a menudo, un tratamiento se produce en diferentes tiempos y lugares, aunque el usuario siempre lo recordar\u00e1 como una experiencia unitaria.<\/p>\n

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Si nos fijamos en c\u00f3mo Philips Design trata de mejorar esa experiencia, tanto para el cliente como para el personal sanitario, podemos ver que los sectores del spa y del bienestar tienen mucho que aprender de sus investigaciones. Como hemos mencionado, cualquier experiencia sanitaria es algo recordado, positiva o negativamente, de forma que parece necesario enfatizar la importancia de hacer agradable para el usuario ese viaje hacia una vida m\u00e1s saludable, y ser un apoyo durante toda esa transici\u00f3n.<\/p>\n

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Es evidente que debemos dejar de lado la competici\u00f3n puramente econ\u00f3mica y empresarial, para empezar a pensar en crear experiencias enriquecedoras para el usuario final de nuestro sector, intentando realizar alianzas estrat\u00e9gicas, que impliquen a todas las partes interesadas, desde consultores de spa, a dise\u00f1adores, proveedores, etc., intentando dar forma a un modelo de negocio sostenible, en el que todo el mundo pueda desarrollarse de forma libre, e innovadora, y crear experiencias inolvidables para aquellos hacia los que va enfocado nuestro negocio.<\/p>\n

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Pensemos en por qu\u00e9 la gente lucha para cambiar su estilo de vida hacia algo saludable, aun sabiendo los beneficios demostrados de una vida sana.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

  The Forum HOTel&Spa recently celebrated its 5th Annual Conference, an event that brought together excellent speakers from all over the world, including Sonal Uberoi, Founding Director of Spa Balance Consulting.\u00a0 Attendees enjoyed many interesting presentations from various international experts, each one talking about this year\u2019s conference theme: \u201cExperience\u201d. 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