Category: Corporate Events

Real Estate Al Dente: Trends in Digital Transformation and Personalization in Real Estate

Real estate is undergoing a significant evolution, and events such as the Real Estate “Al Dente”, organized by Madison MK’s customer service team, are the perfect platform to explore the latest trends that are transforming the real estate sector. This event, which brought together professionals from the sector, focused on digitalisation and personalisation as keys to optimising processes and improving the customer experience. The presentations were divided into two blocks, the first presented by David Gallego, Director of Digital Solutions and Business Intelligence, Madison BPO Contact Center and the second presented by Mar Rivera, Director of Telco, Utilities and Services Digitel TS. Digital Transformation in Real Estate: Optimizing Processes One of the topics discussed at the event was digital transformation in the real estate sector, where it was discussed how digitalization optimizes lead validation and property management through WhatsApp Business API. Subsequently, the live demonstration showed how to automate these processes to offer a more efficient experience. Using Bots with Generative AI: Personalization for Real Estate The event also addressed how generative artificial intelligence is changing the rules of the game in customer experience personalization. Through a demonstration, it was shown how personalized bots can assist agents and improve the customer experience in real time. Secure Electronic Signature: WhatsApp as a Tool for Contracts In this section, we discussed how electronic signatures via WhatsApp streamline contractual processes in the real estate sector. The live demo showed how this solution not only saves time, but also ensures that processes are developed in an agile and completely legal way, removing barriers and facilitating transaction management. Show Cooking: An interactive culinary experience Afterwards, the guests organized by teams shared their impressions of the current moment of the sector while cooking. The event ended with a very special meal prepared by the chefs of Kitchen Club. A resounding success The Real Estate event “Al Dente” turned out to be the perfect combination of networking and gastronomy, a unique opportunity in which attendees had the opportunity to connect and share knowledge of the sector in a relaxed atmosphere. Attendees highlighted Madison’s proposal for the innovative content, the interactive experience and the excellent organization of the event.

6 de November de 2024

Transforming the Customer Experience: The Power of Behavioral Economics

Behavioral economics emerges as an eloquent critique of economic orthodoxy, challenging the premise of human rationality and acknowledging the complexity of human decisions. By studying the impact of psychological, cognitive, emotional, and social factors on our choices, behavioral economics opens new frontiers in our understanding of human behavior. In today’s business landscape, human decisions and their impact on Customer Experience (CX) is a complex and fascinating symphony. Behavioral economics emerges as a beacon in this scenario, recognizing the influence of cognitive biases on our choices and outlining new ways of approaching customer-company interaction. The Focus on Human Irrationality Unlike traditional economics, which considers human rationality as a fundamental principle, behavioral economics uncovers the diversity of cognitive biases. From loss aversion to the anchoring effect, these biases shape our decisions in ways that defy conventional logic. However, instead of viewing these cognitive challenges as obstacles, behavioral economics presents them as opportunities to create exceptional customer experiences (CXs). Understanding how these biases influence offers valuable insights to design more effective CX strategies, turning supposed human irrationality into a strategic ally. For example, nudges are small modifications to the environment or presentation of information that can lead to big changes in human behavior, such as purchase reminders or personalized recommendations. This strategy aligns with the trend of hyper-personalization, where companies tailor customer interactions based on their individual preferences. By leveraging nudges, businesses can create deeper emotional connections with their customers, resulting in more meaningful experiences and ultimately greater customer loyalty and engagement towards the brand. Archetypes: Emotional Connection with the Customer In the dynamic world of marketing and customer experience, the connection between Jungian archetypes, nudges, and hyper-personalization plays a critical role. How do these concepts intertwine, and what impact do they have on the way we engage with consumers? Jung Archetypes and Customer Experience: Jung’s archetypes represent universal patterns of behavior rooted in the collective subconscious. These patterns help us understand consumer motivations and preferences on a deeper level. From the brave hero to the introspective savant, each archetype has its own emotional narrative that resonates with different segments of the audience. Nudges: Subtle Influence for Positive Decisions: Nudges, inspired by behavioral economics, are interventions designed to influence decisions in subtle and positive ways. By understanding Jung’s archetypes, companies can design nudges that align with the motivations, values, and emotions of their target audience. For example, for those who identify with the hero archetype, nudges might focus on messages that highlight bravery and purpose when making a purchase. Creating Meaningful Experiences: The connection between nudges and Jung’s archetypes allows companies to deliver more personalized and meaningful customer experiences. By aligning marketing tactics with customers’ underlying emotional motivations, businesses can foster greater loyalty and engagement. This, in turn, can lead to a stronger and longer-lasting relationship between the brand and its customers. That’s why, at Madison, we’re transforming the customer experience with the power of behavioral economics. Building meaningful and lasting relationships with our clients, in an increasingly interconnected and dynamic world, where understanding human behavior is the key to business success. Ready to transform your relationship with your customers?

28 de February de 2024

MadXchange DATA&IA Transformación Digital 2023 by Madison

MadXchange DATA&IA Digital Transformation 2023 by Madison

Madison brings together Bankinter, Google, Microsoft, Legalitas, Global Omnium, Calidalia and AEDAS Home to address trends in generative AI and digitalization Madison, an international group of marketing services companies, has successfully completed one of its flagship events, MadXchange DATA&IA23, at the AEDAS Home Flagship in Madrid. The event brought together leading brands in their sectors of activity to explore the impact of generative Artificial Intelligence on society, companies and their customers. Under the slogan ” Digitalization and AI: trends and tools at the service of the business, efficiency and customer experience“, this MadXchange began with a presentation by Jose Luis Marín, who addressed the dizzying changes that generative AI implies in experience management, customer and employee relations. Stressing that the key to the integration of artificial intelligence or any type of technology in the company must be limited to the efficiency it implies in decision-making and the increase in results, while raising concerns about its correct and safe use. Within the event, various presentations were given by José Manuel Oliva , General Director, DIGITEL TS, Juan Chinchilla, Dir. Applications, Microsoft and Pablo Pérez , Marketing Research & Insights, Ads, EMEA, Google , and two discussion tables that delved into crucial issues for the digital transformation of companies. First Panel Discussion: “How can we optimize processes and improve customer relations and experience in a digitalized environment without losing proximity?” The panel of experts was led by: ◾ Beatriz Sánchez Gordo. Quality Director, Bankinter◾ Juan José Vázquez . CTO LEGÁLITAS◾ Victoria Single. Marketing and Sales Manager, TUAWA Global Omnium Group◾ Jose Luis Delmas . CX, Insights and Analytics Director MADISON Experience Marketing And it was moderated by Alberto Vielba Villegas. BPO Contact Center Director MADISON Experience Marketing The participants agreed that generative Artificial Intelligence represents a significant advance, but stressed the importance of not losing sight of the emotional part in the relationship with the customer. They emphasized that, although technology can automate processes, the emotional connection is still irreplaceable. AI-enabled personalization was highlighted as a key tool to make customers fall in love and build loyalty, revolutionizing listening, prediction and action. Second Panel Discussion: “The Big Bang trends AI: Digitalization and AI strategies in companies” Moderated by Javier Brizuela Carrión. CIO MADISON Experience Marketing. It had the participation of: ◾ Luis T. From above Hervás . Managing Director General Calidalia◾ Jorge Valero Elias. Dir. DATA AEDAS Homes◾ Juan Chinchilla . Dir. Applications Microsoft◾ Jose Luis Marín de la Iglesia. Digital Strategy, Data & AI Director MADISON Experience Marketing◾ Víctor Urbaneja Sánchez. Director of Digital Strategy, Data and AI MADISON Experience Marketing The open colloquium explored how Artificial Intelligence is integrated into the digital transformation of companies. Focusing on how these new tools can optimize, accelerate and transform companies, stressing that not all technological advances add value. The key lies in understanding where the application of these tools generates a real return and creates reliable frameworks. MadXchange DATA&IA23 by Madison stands once again as a crucial forum where leading companies share their experiences and strategies to face digitalization and adopt new trends, with the ultimate goal of making their businesses more sustainable, profitable and reliable, always from a customer-centric perspective.

17 de November de 2023

New edition MadXchange IA&Digital Transformation 2023

Today, generative Artificial Intelligence opens up a new scenario and paradigm for society, companies and their customers. A horizon of dizzying changes in the management of the experience, customer and employee relations, which will make decision-making more efficient and increase results, not without presenting concern in the world in its correct and safe use. We give light to this event in which, together with leading brands in their sectors of activity, we will talk about how they face digitalization and adopt new trends in AI within their businesses, to generate greater return and growth. We will analyze the importance of these tools in the management of relationships with their customers, with scientific rigor, security and trust, which help our businesses to make them more sustainable, profitable, and reliable, always from a customer-centric perspective.

3 de November de 2023

The ‘Digitalization and Internationalization of Wine Tourism in Spain’, up for debate

Round table held during the presentation of Thegetawine, the marketing and advice platform on wine tourism with an international vocation. Thegetawine was born with a clear objective: to become a benchmark to make the wine culture of our country known abroad. 49% of tourists who choose Castilla y León as their main destination for their trip carry out wine tourism activities, thus being the second autonomous community in reception of wine tourists, which is why Thegetawine’s journey begins in this community. However, when a foreign tourist arrives in the region, it is more difficult for them to know which wineries or wine tourism offer are in Castilla y León and, by extension, in Spain. Thegetawine has been officially presented today to professionals from the tourism and wine tourism sector, in Valladolid. A project sponsored by Madison MK for its long and successful experience in the tourism sector and “its commitment to the business fabric of Castilla y León”; for the intention of internationalization with which Thegetawine was born and “that the spearhead is here”, as stated by the Director of Corporate Marketing and Communication at MADISON Experience Marketing, Sonia García. For her part, the head of the project, Virginia Villanueva, confirmed that “47 wineries and six complementary services, to which La Rioja, Catalonia and Galicia will be added” are already part of Thegetawine. Precisely, a representative of each of these wine regions has participated in the round table ‘Digitalization and Internationalization of Wine Tourism in Spain’: Chelo Miñana, director of wine tourism at the Masaveu group; Marcos Yllera, president of Bodegas Grupo Yllera; Roberto Puras, coordinator of the Association of Wineries of the Haro Station District; and María Baró, director of wine tourism of the Perelada Group. Marcos Yllera, whose group has opted for 3D technology for the reconstruction of the winery, believes that “digitalisation or the arrival of AI is a complement” to all wine tourism activity; because wine tourism is “perception through all the senses” and this is how Roberto Puras describes it, who after the pandemic has perceived the need for tourists to touch and feel. As for the internationalization aid offered by Thegetawine, the coordinator of the Association of Wineries of the Barrio de la Estación de Haro, believes that it is important because “the foreign tourist must be gone out and looked for” and trusts that “unity is strength” and that all the wine tourism offer that is created, it must fill gaps and fill in what is not done. Undoubtedly, everyone agrees that digitalisation helps to sell and communicate because “wine tourism is telling”, to which Chelo Miñana adds that “wine tourism has come to order history and tradition”. The question of whether wine tourism is wine or not has also been put on the table. From the Peralada Group, María Baró, is blunt: “wine tourism is wine and it is more” because it must manage to “turn the place into a destination”. Thegetawine arrives “as a useful tool with solutions for wineries and foreign tourists”. This is explained by the head of the project, Virginia Villanueva, who adds that “it aims to be a showcase for large and small wineries” to which relevant information will be offered to define, redirect, strengthen and improve their wine tourism offer, “through the collection of data and its subsequent analysis”. It will do so through its digital platform, grouping the offer from origin and offering, for example, the possibility of renting a car with a driver so that tourists can enjoy their wine tourism visits to the fullest. Villanueva ended with a firm declaration of intent: “we must be able to sell what is ours and become a support to make our wine culture, of quality, known abroad”. This has made it possible for Thegetawine to become part of the Golden Mile of Valladolid Wine.

31 de October de 2023

We participated in “Meetings with IT companies” of the UVA

These October 26 and 27 have been a real hotbed of talent and sharing between students and companies. And that is the objective with which every year the UVA organizes “Meetings with Computer Companies: University + Business”, to be able to create a bridge between two worlds, work and training, which is often seen with great distance. These conferences are intended to be an approach for students to technology and computer companies and a point in which to promote networking. Our colleagues from the Data Department, Digitel TS and People have participated with an information point where they can answer all the questions of the students and the talk “Generative Data & AI & Web3”. At Madison we wanted to collaborate again with this initiative by showing, not only what we are and our projects, but also explaining how we face all the new technological and digitalization challenges that arise every day. Thus responding to our commitment to talent and showing us as a close company all those who begin their working life.

31 de October de 2023

I Meeting “Promoting Stem Talent”

The I Meeting “Promoting Stem Talent” by Madison took place on October 18, bringing together almost 200 students from 5 Valladolid VT centers who are studying DAW, DAM and ASIR at the Madison Arena. This initiative was born with the aim of promoting technological profiles and is framed in a double objective: In this first call we wanted to create a space in which to share with them the latest trends in: The speakers, all of them technicians and from the Madison team, not only wanted to tell them about their day-to-day life in a technology company but also to show themselves as a mirror since not long ago they were the ones who were on the other side of the amphitheater. To close the meeting we had a networking time to promote closer contact and enjoy a more relaxed dialogue. Thanks to all the students for sharing this day with us and to IES Ribera de Castilla, IES Galileo, Informática IES Julian Marias, Centro Integrado de Formación Profesional Sagrada Familia , Centro Enseñanza Gregorio Fernández for hosting this initiative.

25 de October de 2023

MADIRAJE 30th anniversary

MADIRAJE, is the event with which we from Madison, wanted to celebrate our 30th anniversary with some of the best wineries, our partners and customers at the Madison Arena, our headquarters in Valladolid. Thank you all very much for sharing this celebration.

31 de March de 2023

MADISON KickOff 2023

The meeting of and for the MADs with which the objectives and projects for the year 2022 of the 6 business units have been reviewed to unofficially launch the goals for 2023. With presentations, talks and presentations, in an informal environment, catering, team working and an end to the party that in this edition made a stylistic review of different periods of history turning us into Romans, barbarians, classics, punks, hippies, and other great looks from the 20s to the 90’s.

5 de February de 2023

MADTalk Digital Evolution de Digitel TS by MADISON

A meeting that puts on the table how self-managed digital identity can be an accelerator of secure digital businesses. The emblematic Wizink Center in Madrid hosted professionals from Orange, Evo Banco, Banco Santander, Alastria, Izertis, Écija, Veridas and Digitel TS in a conference where they discussed, analysed and shared knowledge on technological advances in trust services, digital identity and decentralised ledgers. MadTalk are meetings organized by MADISON, a Spanish multinational global marketing services company, in which experts from different sectors participate to discuss issues related to technology, customer experience, digitalization and Artificial Intelligence, among other services, which are at the heart of the different companies that make up the Madison Group. In its last edition, held last Thursday, October 6 at the Wizink Center in Madrid, the person in charge of directing the meeting was Digitel TS; a group company specialising in digitising services, designing and implementing comprehensive contracting processes and offering electronic communication services as a Qualified Trust Service Provider qTSP. The objective of the event was to generate knowledge and share experiences between companies from different sectors of activity, where it was possible to discuss and learn from experts about the evolution of business strategy, technology and digital operations, and how they are implementing professional instant messaging channels in their customer relationship models in a reliable and secure way. One of the topics that generated great interest and an enriching debate was related to digital identity and cybersecurity, a topic that is not only of interest to public and private companies, but is of great relevance to citizens themselves. The different topics were divided into two blocks, the first addressed aspects of WhatsApp Business API as a nexus between customer and company, its implications at the customer experience level, the legal and compliance considerations that must be taken into account, and the possibilities of an improvement in return on investment. This block of experts, moderated by José Antonio Díaz Terán, deputy general director of Digitel TS, was attended by: Miguel Ángel Rodero Mateos, UX Assisted Digital Channels Manager at Orange Alonso Hurtado Bueno, Attorney and Partner of IT Cybersecurity & Compliance at ÉCIJA. Ángel Ruiz Sánchez, Business Developer Manager Spain at Veridas. Rubén Andrés Priego, Chief Information Officer at EVO Banco. Javier Roca Navarro, Head of New Digital Channels at Digitel TS. Companies such as Orange, according to Miguel Ángel Rodero, reached the figure of 10 million conversations served to their customers through this channel, being its launch in 2019, prior to the maelstrom that the pandemic entailed. Orange, which always tries to be one step ahead, already has its first store in the Metaverse. For EVO Banco, which was born as a 100% digital bank, the biggest challenge is to continue making digital systems efficient, which allows them to be more competitive and user-friendly, as Rubén Andrés pointed out. The legal perspective was provided by Alonso Hurtado from the firm Écija, who highlighted the robustness of the WhatsApp channel from a technical point of view, and with a presumption of veracity and legality from a legal point of view. The challenge of signing or giving consent has been technologically overcome for some time, now the real challenge is a business one when it comes to implementing the identification process. Digitel TS places special focus, as Javier Roca explained in his speech, on how important it is to have the participation of a trusted third party such as Digitel TS in all communications with customers, which makes it possible for these communications to be established in a safe and reliable way by introducing an essential element, the generation of evidentiary evidence for the contribution of traceability. For his part, Ángel Ruiz from Veridas, a company that acts as a provider of biometric identification solutions, believes that the main factors to take into account are the identification of the interlocutor and the security of the information : “It is essential to know if the person we are dealing with is truly who they say they are”. All of them agree that the WhatsApp channel has already gained ground over the telephone channel, which forces companies to adapt their strategy. The benefits of its use can be seen in the direct implication it has on customer satisfaction, where some companies, as Miguel Ángel Rodero pointed out, have shown that NPS is much higher in this channel. The second block led and moderated by José Manuel Oliva, general director of Digitel TS, in which he participated: Fernando García-Quismondo, Product Manager Customer Digital Identity at Banco Santander. Jesus Ruiz, FiwareDLT/Blockchain integration leader, Alastria board memeber and CTO at Alastria Blockchain Ecosystem Miguel Ángel Calero Fernández, BCo-FounderWealize (now part of Izertis) & Product Owner. Alejandro Alfonso Fernández, Blockchain Analyst at Digitel TS. After a presentation of the current European framework and the state of the art in the field of digital identity by José Manuel Oliva, the debate begins with a round of quick questions: where is your digital identity now? Is it decentralized? What is a wallet? Will it be safe? What about a verifiable credential? Will passwords disappear? This serves to establish an introduction to an enriching, in-depth and fun debate made possible by its protagonists, all of them experts in these matters and with a broad background in the study and work of Digital identity and cybersecurity, topics and objects in the dialogue table. All of them highlighted not only the importance of ensuring the digital identity of electronic relationships, but also self-managed digital identity services on digital wallets, with verifiable credentials and the possibility of using decentralized ledgers. Another aspect that highlights is the need to create European data exchange spaces such as GaiaX, as well as an Identity layer (authorization + authentication) and OpenID Connect standard. An interesting exchange of opinions that offered us many reflections on what is already a reality, with an important impact at a technological, business, geopolitical and also citizen level.

18 de October de 2022