DEC Friday: From Designing Experiences to Managing Them Strategically

DEC Friday: From Designing Experiences to Managing Them Strategically

Our partner Pamela Ordenes was invited to share her experience at the first DEC Friday event in 2026, a gathering that brought together more than 60 leaders and professionals to address one of the most pressing challenges facing organizations today: how to stop designing experiences… and start managing them strategically.

The underlying question was clear: How can we ensure that the customer experience stops being a standalone effort and becomes a true driver of the business?

The conversation highlighted a key tension: it is not enough to simply design experiences. The real challenge lies in managing them in a cross-functional manner, with clear governance that allows for the coordination of different areas, the alignment of decisions, and the sustaining of their impact over time.

Experience as an Organizational Capacity

Throughout the day, participants shared different perspectives and case studies that highlighted a common thread: when an initiative is driven by organizational momentum, it ceases to rely on individual efforts and begins to mobilize the entire organization.

“Experience does not belong to any one area. There must be an organizational impetus to activate, coordinate, and sustain it over time, and that impetus lies in governance” (Pamela Ordenes)

“Experience does not belong to any one area. There must be an organizational impetus to activate, coordinate, and sustain it over time, and that impetus lies in governance” (Pamela Ordenes)

From this perspective, the focus shifts from simply designing customer journeys to creating the internal conditions necessary for those definitions to translate into concrete, consistent decisions that are aligned with the business.

Lessons Learned from Experience

The discussions at the meeting underscored the importance of moving toward more integrated management models:

“I believe that when the customer experience is driven by organizational momentum, we achieve greater focus, better coordination across departments, and more consistent decisions—all of which have an impact on both people and the business.” (Catalina Binimelis, Assistant Marketing Manager at Consalud)

“I believe that when the customer experience is driven by organizational momentum, we achieve greater focus, better coordination across departments, and more consistent decisions—all of which have an impact on both people and the business.” (Catalina Binimelis, Assistant Marketing Manager at Consalud)

“A highly productive day that allows us, with DEC’s guidance, to continue building relationships and strengthening the role of the customer experience within organizations. Having clear governance provides a comprehensive view of experience management—not just as an isolated area, but as one that works in sync with the rest of the organization.” (Joaquín Pérez, Customer Insights Manager, Consorcio)

“A highly productive day that allows us, with DEC’s guidance, to continue building relationships and strengthening the role of customer experience within organizations. Having clear governance provides a comprehensive view of experience management—not just as an isolated area, but as one that works in sync with the rest of the organization.” (Joaquín Pérez, Customer Insights Manager, Consorcio)

“At the last DEC Friday event, I came away with a powerful insight: it’s not enough to design experiences—you have to sustain them over time. And that starts with committed people and an organizational capacity that mobilizes the organization from its highest levels.” (Angélica Pizarro, Customer Experience Specialist, Caja Los Héroes)

“At the last DEC Friday event, I came away with a powerful insight: it’s not enough to design experiences; you have to sustain them over time. And that starts with committed people and an organizational capacity that mobilizes the organization from its highest levels.” (Angélica Pizarro, Customer Experience Specialist, Caja Los Héroes)

The DEC Chile Association also emphasized this point:

“We addressed a key issue related to the initiative: how to position it strategically? (…) It was a great gathering with more than 60 members interested in making progress on this challenge.” (Marisa Cozak, Executive Director, DEC Chile Association)

“We addressed a key issue related to the initiative: how to position it strategically? (…) It was a great gathering with more than 60 members interested in making progress on this challenge.” (Marisa Cozak, Executive Director, DEC Chile Association)

Our participation in this forum reflects a conviction that guides our work: the customer and employee experience only has an impact when it is managed in an integrated way, linking strategy, culture, and operations.

It’s not just about designing better experiences. It’s about building organizations capable of sustaining them.

An Invitation to Move Forward

The challenge today is no small one: moving from isolated initiatives… to organizational capabilities.

Because when the experience is shaped from within, it not only improves customer relationships but also strengthens the way the organization makes decisions and creates value.