Manucci Filippo | BBS - Bologna Business School

Filippo
Manucci

CEO Ales groupe Adjunct
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BIO

Filippo Manucci started his career in 1995 for L’Oreal Paris where he held the positions of Product manager, National Account and Trade Marketing Manager. From 2001 to 2009, he was Sales Director of important brands such as Gucci YSL Beauté, Louis Vuitton, Moet-Hennessy and Estée Lauder Companies. From 2009 to 2012 he was Vice President for Shiseido. He’s now CEO of Alése Groupe (Lierac and Phyto).

COURSES

FOCUS SESSION – I principi e i modelli della customer experience, l’ultima e attuale frontiera per il vantaggio competitivo, permettono di rendere i clienti più felici e quindi leali. Il workshop presenta un approccio strutturato per l’analisi, la progettazione e la messa in scena di una customer experience di successo. Dalle tecniche di ricerca per l’esperienza di consumo si discute un modello per progettare un’esperienza memorabile coerentemente con le scelte di brand management. Successivamente, anche grazie all’utilizzo di casi aziendali, si presentano i processi per la realizzazione di una esperienza di successo. In ultimo, si affrontano gli indicatori per misurare le performance dell’investimento nella customer experience.

FOCUS SESSION – The principles and models of customer experience, the latest and current frontier for competitive advantage, allow to make customers happier and therefore loyal. The seminar introduces a structured approach for the analysis, the planning and the setting up of a successful customer experience. From the research techniques for the consumption experience, a model is discussed in order to plan a memorable experience, consistently with the choices of brand management. Afterwards, also thanks to the use of real-life cases, the processes for the creation of a success experience are introduced. Lastly, the indicators to measure the performances of the investment in customer experience are analysed.

Sales and Marketing