PO

RT

FO

LIO

Cristobal Munoz SimunovicCMS

Biography

My name is Cristobal Munoz Simunovic, MBA of Imperial College

London with a BSc degree in Industrial Engineering and postgraduate

studies in Financial Investment Management. I am self-starter,

strategic thinker and entrepreneurially driven professional with seven

years of experience within the Financial Services, Startups and Airlines

Industries, in areas such as Customer Experiences, Business

Transformation, Business Development and Innovation.

Visual thinker passionate about customer experience, service design

and innovation, I am always looking for innovation opportunities, being

capable of easily identify customer needs, gather insights both from

quantitative and qualitative research, elaborate customer journeys,

define problems, generate ideas and prototypes to re-think and

develop new product/services.

Co-Founder and Strategy Advisor of Startups, Teacher Assistant of

Design Thinking.

07

Projects

Company : E-nterview

Industry : Human Resources

Area : Recruitment and Selection

Idea : Virtual Interviews

Country : Chile

Date : Launched in 2013

Co Founder of E-nterview, launched into the Chilean Market.

Selected by StartUp Chile to be part of its acceleration

programme.

• Most of the time recruiters schedule interviews during working hours, limiting

the chances of candidates to assist.

• Recruiters are not available before 8:30 am, at lunch time or after 6:00pm.

Time Constrains

• No Show Rate of candidates raised to 40% in 2012. Candidates simply don’t

show up and don’t take the time to reschedule or let the recruiter know they are

not going to assist, incurring in waste of time and financial resources.

Now Show Rate

• Phone screening is not enough to know if a candidate is a good profile to be

invited for an in-person interview.

• What is written on their CVs is not the same as they say in person.

Quality of Information

After a personal experience back in 2012,

when I was invited by a company to be

part of one of their recruitment process as

Customer Experience Manager, I’ve

discovered a problem that was affecting a

lot of professionals changing jobs. The

recruitment departments used to

schedule interviews during working hours,

putting me in an awkward situation where

I didn’t have the chance to get out of my

office and take part of the process, losing

the opportunity to be part of it and growth

professionally.

Problem

Solution

E-nterview is technology solution for Human

Resources which blends functionalities and

capabilities of web video recording and

streaming, that enhances the recruitment and

selection process through virtual interviews

placed between the phone screening stage

and the first in-person interview, reducing the

costs of recruiting, increasing productivity of

recruiters and allowing more candidates to be

part of the processes.

Job PostingCV/Phone

Screening

In Person Interview

Candidate Selection

How it works?

Log in

Company logs into its

e-nterview account

and start a new

recruitment process.

Interview

Recruiter creates an

interview and select

the 5 criteria to

evaluate.

Invitation

Recruiter select the

candidates to be part

of the process and an

invitation is

automatically sent to

them.

Recording

Candidates receive

the invitation and

record their answers

anytime, anywhere at

their convenience.

Evaluation

Recruiter receive a

notification of

interview completion

and evaluates

following the

pre-defined criteria.

Candidates are

ranked and recruiter

selects the ones that

wants to invite for the

first in-person

interview.

Selection

Company : Banco de Chile

Industry : Banking

Area : Customer Experience / Retail Banking

Country : Chile

Date : Implemented on 2011

Role : Customer Experience Manager

• Account executives were not answering phone calls and emails promptly as

clients expected.

• Iterative long chains of emails without a solution and asking for the same

information again.

Account Executives

As Customer Experience Manager I have

the opportunity to understand the real

problems of the clients across segments.

Analysing data related with Account

Executives, the variable most correlated

with the dissatisfaction of detractors was

the quality of service when responding at

their requirements either to solve a

problem or buy a new product. In addition

to that, they complained about not

receiving prompt response by email,

account executives not answering phone

calls and lastly a useless call center.

Problem

• Branch managers were not aware of the problem and were not taking part of

the solution.

Branch Managers

NPS Attributes

• The attribute with the highest correlation with overall satisfaction with the bank

was the Account Executive’s response to requirements.

Solution

Detractors

On a daily basis, detractors that showed higher level of

dissatisfaction with their Account Executives were derived to the

Branch Manager. (Data received by daily feedback of Customer

Satisfaction Surveys, NPS)

Phone Call

Branch Managers received the list of clients with their respective

problems and were responsible of contacting them between 9.00

am and 12.00pm in order to solve their issues the same day.

ControlThrough random phone calls to clients I controlled that Branch

Managers were contacting them as requested.

Feedback

As a result, positive feedback from Branch Managers, surprised

by the reaction of clients being called by them.

Company : ‘Keep It’

Industry : Charities / Fintech

Area : Payments / Donations

Country : United Kingdom

Date : 2015

Role : Co Founder

Spinoff of an MBA Project of Imperial College London

• Fundraising is becoming more and more competitive with more than 164.000

charities registered in UK.

• Charities spend an average of 30% on advertising and marketing to get their

donations.

• There is a limitation with traditional methods of fund-raising that no longer fit the

current lifestyles of new generations or are inconvenient for them: i.e. direct

debit or chuggers in the streets.

Charities

Donors

“There is a disconnection between donors

and charities” because the existing

donation channels do not fit the target

market demands”.

Problem

• The current lifestyle, time constraints and a move towards a cashless society

limit the ability for donors to give

• Individuals are willing to give more but want to be in control.

• They demand greater transparency in terms of how their money is spent and

how much of it goes directly to support their causes.

• Keep It will provide a cost saving mechanism in terms of marketing, advertising

and fund raising cost.

• They will be able to reconnect with the donor base.

• They will be able to have an intelligent monitoring tool giving them information

on their donors and the causes they care about in a dynamic way.

• They will be able to reduce the volatility and fluctuation in their revenues and

increase donor retention without incurring additional expenses.

Charities

Donors

Solution

• Effortless, automatic and transparent new way of giving.

• Full control is given where they set their rounding up preferences, choose their

monthly donation limit and more importantly, are able to change, cancel or

pause their donations at any time.

Keep It is the new way of giving to charitable

organization by making everybody’s everyday

purchases part of their charitable giving.

Keep It technology allows donors to donate in

an automatic and effortless way by rounding

up their daily purchases done by credit and

debit card, through the concept of ‘virtual

change’.

This ‘virtual change’ accumulates during the

month and then is transferred to the charity of

your choice.

How it works?

Registration

Keep It supporters register through the website, select their

round up limit per purchase, round up limit per month and the

charity they support.

Daily PurchaseYou go about your daily spend for example buying a cup of coffee

through the use of credit or debit cards. Your coffee cost £2.98, the

transaction is rounded up to £3 creating a ‘virtual change’ of 2p.

AccumulatesThis rounds up are accumulated throughout the months, up to

the limit pre-defined.

Transfer

At the end of each month, the money is transfered to the charity

of your choice.

Coffee £2.98

Total Spent £3.00

Round Up £0.02

Concepts

Company : Innovation Consulting Firm

Industry : Consulting

Objective : New Revenue Stream / Royal Mail

Idea : Experiential Brand Home

Country : UK

Date : 2016

Role : Concept design

Market, trends and segmentation

Market

32.3 Million Tourists

£14.7 bn Expenditures

>52% is in Leisure

2.8% growth YoY

8.7 Million Londoners

#Trends• New tourist are looking after authenticity, culture,

education and entertainment.

• Memorable genuine experiences.

• Cultural tourism growing fast.

• Multisensory branding.

• Experiential nature of millennials.

• Brand Homes.

• Virtual Reality + sensory exp.

Target

• Domestic and international tourist which

purpose of the trip are: holiday, visiting friends

and family, holiday-sport event and educational

visit.

• London individuals and families, who enjoy

entertainment, cultural and leisure activities.

Concept

18

The ROYAL MAIL EXPERIENCE

Royal EXP is the first experiential Brand Home

of Royal Mail in UK, which will leverage the

company history and heritage as part of Britain

since 1516.

It is an educational and entertainment

experience both for adults and children, where

they will be able to interact and engage with

the brand through different technologies.

It will also have a sate-of-the-art promotional

store, and a dedicated website and free app

with additional audio and video information for

the experience.

Highlights of the Journey

360 cinemaShowcasing the history of

Royal Mail and the postal

service

4DX cinemaRide the journey of a letter/parcel

AR, VR, Touch ExhibitionsHistorical fleet vehicles, cloth

and stamps

MuseumInteractive table / Exhibition

Interactive Photo BoothsCreate your own postcards and stamps

Take a photo or upload it from Instagram, Facebook or

Bluetooth

Additional services

Shop

Merchandising and

collectibles

Postal services Travel services

Delivery, stamps and

envelopes

Travel money, fx+ +

Customer Journey

• Social Media sharing

• Website / Shop

• Push notifications App

Research London Attractions

Book/Purchase tickets

Plan your journey

Visit Websites

Download the App

Arrival and entry

Social photo

Historical gallery

History of Royal Mail

Clothing Exhibition

The journey of a parcel / letter

Interactive museum

Shop

• Postcards and stamps booth

• Merchandising

• Collectibles

Postal

services

Travel services

19

Company : InMotion Jaguar Land Rover

Industry : Innovation

Objective : Creation of new StartUp for Mobility

Idea : HoliTrip, mobility app.

Country : UK

Date : 2015

Role : Concept design

Trends in Mobility and Transportation

Autonomous VehiclesDisruptive new technologies

Enhanced driving experience

Decrease in traffic congestion

New business model for Insurance companies

Payload / Deliveries will speed up, 24/7/365

Increase traffic flow / decrease #accidents

V2M – New tools for preventive maintenance

Driving patterns - Safe / Risky Drivers

The car will be the ultimate mobile device

Connected Vehicles

Collaborative ConsumptionShift in mobility preferences

Car ownership vs Pay per use

Car sharing and ride sharing

Electric DrivetrainPowerful, compact and efficient

Higher life expectancy

Decrease in fossil fuel prices

New designs

New definition of customer journey to travel from A to B

Fully integrated system

Efficiency / Planning

Multimodal Network

New MaterialsWeight and passenger safety

Carbon fiber

3D printing

Problem

Problem

• Fragmented service to travel from A to B.

• Transport service providers don’t communicate with each other.

• Different apps and not a unified payment and booking system.

• There isn’t an holistic view of the complete customer journey.

• Transport providers works in silos.

• Car sharing and ride sharing platforms working in parallel streams.

How to provide an efficient travel experience to

customers travelling from point A to point B within the

city of London?

A BEnd to End Customer Experience

Fragmented Experience

Concept

Holi-trip is a web/app service that will change

the way people move around London. It

integrates all the available transport services,

enabling users to find their best alternative,

booking and paying the whole journey with just

one click, reducing time waste, queues and

stress. No more delays on your way home, the

office or meetings.

How it works?

Company : VOXPOP

Industry : Social / App / Fashion

Area : Innovation

Country : UK

Date : 2016

Idea : Fashion and Life Style Social Network

Role : Concept Design

Problem

Trends

• The average millennial will take 25,700 selfies in their lifetime.

• Females aged 16 to 25 spend 5 hours taking selfies per week.

• 93Mn selfies are taken worldwide each day.

• Social Networks users mainly focus on sharing pictures, videos and

news.

• By 2018, the number of users of social networks will raise to 2.4Bn.

• Millennials are eager to earn social proof.

• The influence of Instagram on fashion has gone beyond mega-models

getting thousands of ‘likes’.

Have you been in the situation where you have 2, 3 or

more options and you don’t know what to wear? Most of

that times you start asking people you trust, in order to

get their opinions, or you just follow your intuition but

would love to have an insight related with what your

peers would have chosen.

If you don´t have the chance to talk with your family and

friends, what do you do?

Concept

"Voxpop is a Fashion & Lifestyle social network,

where the fashion community help each other

when deciding what to wear.“

As User, you will get instant and visual feedback

when deciding what to wear. In addition to that,

when helping others you will find outfit ideas, new

trends and style inspiration.

Brands/Designers/Retailers will connect their

target audience, increasing the customer

engagement, getting instant feedback about new

product developments, trends, product line or even

customer satisfaction. In that way they can build a

co-creating ecosystem within the same network.

Still dubious about what to wear?

How it works?

Post

User creates a post where he/she compare 2 or 3 outfits,

uploading the respective pictures and share it to the open

network or in private mode with friends.

FeedbackOther users of the network see the post and give feedback

selecting the outfit that they like the most having the chance to

write a comment to support their decision.

Real TimeSimilar to a poll system, the user will be able to analyze how the

preferences of their peers are moving with a graphic display.

Users

Give: feedback and recommendation to the community, reciprocity.

Discover: style inspirations, new outfit ideas and trends.

Decide: with brands/designers/retailers and help them create the products you want.

Brands / Designers / Retailers

Promote: new products or designs.

Engage: build a relationship having instant feedback about new products, designs

and trends.

Reward: give something in return and also bring your audience into a co-creating

space.

Mockup

Post Response of user Question summary Text feedback