Caso Imicar
Industry
Corrugated cardboard packaging
Services
Customer Experience Strategy, Customer Relationship & Service Model
Client
Imicar
Year
2024
Challenge
Standing out in a highly competitive market
Imicar, a company with more than 50 years of experience in the corrugated cardboard packaging industry, operates in a highly competitive environment where differentiation has traditionally been based mainly on price and product. Despite its solid track record and presence across multiple industries—such as wine, fruit, retail, and food—the company identified that customer experience was not yet a decisive factor in purchasing decisions within its industry.
However, market behavior was changing. Clients were no longer looking only for reliable suppliers, but for strategic partners capable of understanding their needs and delivering an end-to-end service beyond the product itself. Faced with this new reality, Imicar decided to focus on improving its customer experience map, aiming to strengthen its positioning and add differentiated value at every interaction with its clients.
The main challenge was to structure a strategy that integrated all customer touchpoints, optimized relationships with different stakeholders within client organizations, and aligned internal processes to ensure a consistent, high-value experience.
Solution
A comprehensive strategy to transform the customer experience
To address this challenge, BBK Group developed a strategic plan based on a holistic approach that included research, diagnosis, co-creation, and implementation of a new experience model. This process enabled Imicar not only to improve its customer service, but also to position customer experience as a core pillar of its business strategy.
Research and Diagnosis.
The first step was to gain a deep understanding of customer perceptions and expectations. This was achieved through an extensive analysis combining qualitative and quantitative research
- 23 in-depth interviews with clients from different industries, covering 33 key roles such as procurement managers, technical buyers, and quality managers.
- 5 on-site visits to companies in the wine, fruit, and food export sectors, allowing first-hand observation of how clients interacted with Imicar’s products and services.
- 172 customer surveys, providing a representative view of satisfaction levels and areas for improvement.
- Internal analysis of sales data, quality requirements, satisfaction metrics, and logistics, to contrast customer perceptions with internal processes.
- 13 insight-gathering meetings with managers and department heads, identifying operational gaps, improvement opportunities, and internal challenges impacting customer experience.
This process made it possible to identify key pain points, risks, and value drivers within the customer experience map, highlighting the most critical moments in the relationship with Imicar.
Definition of the Relationship and Customer Service Strategy.
Based on these insights, co-creation workshops were conducted with leadership teams and key collaborators to design an experience aligned with Imicar’s vision and market needs.
One of the first outcomes was the creation of an Experience Seal—a reference framework defining the company’s identity in its relationship with customers and establishing clear interaction standards. This seal structured a relationship model focused on:
Channel Strategy:
A clear hierarchy of customer contact channels was defined, establishing the role and relevance of each channel across key commercial interactions.
Customer Service Model:
An internal structure was designed to optimize customer service management, assigning specific roles and improving response times.
This model enabled Imicar to deliver smoother customer interactions, minimize friction, and ensure that every touchpoint added real value to the experience.
Design of the Ideal Customer Journey.
Based on the new experience model, ideal customer journeys were designed to ensure that each interaction was seamless, coherent, and tailored to the needs of each segment:
- Definition of design focus areas to address key friction points across the experience, from purchase to post-sales.
- Interconnection of customer journey stages to ensure a frictionless experience aligned with client expectations.
- Personalization of interactions according to the requirements of each customer type, fostering greater closeness and satisfaction.
Through this redesign, Imicar ensured that every client experienced an optimized journey, strengthening trust and perceived added value.
Implementation of a Continuous Improvement Roadmap:
To ensure execution, an implementation roadmap was designed, with structured initiatives and an impact measurement plan:
- Prioritization of initiatives based on their impact on customer experience and operational feasibility.
- Allocation of resources and responsible teams for each implementation phase.
- Definition of success indicators to measure progress and adjust the strategy as needed.
This approach ensured that improvements to the customer experience map were sustainable over time and aligned with Imicar’s strategic objectives.
Results
Transforming Customer Experience at Imicar.
The implemented actions enabled Imicar to achieve real differentiation in the market, strengthening both its positioning and customer loyalty. Key outcomes included:
- Increased customer satisfaction and loyalty through an optimized experience.
- Improved internal management, reducing friction and enhancing operational efficiency.
- Greater organizational alignment around a clear customer experience vision.
- Stronger positioning of Imicar as a solutions provider, not just a product supplier.
BBk Group
The importance of customer experience mapping in B2B.
The Imicar case demonstrates how a well-structured customer experience strategy can make a decisive difference in a B2B environment. By deeply understanding customer expectations and designing optimized interactions at every stage of the journey, companies can strengthen their market position and competitiveness.
As Chile’s leading consultancy in brand and business transformation, BBK Group supported Imicar throughout this process, delivering strategic and operational solutions to sustainably improve customer experience.
If you are looking to transform your company’s customer experience, BBK Group offers end-to-end solutions—from strategy to execution—ensuring that every customer interaction creates value and strengthens your business positioning.
