Viernes DEC: From Designing Experiences to Managing Them Strategically

Viernes DEC: From Designing Experiences to Managing Them Strategically

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

 

The underlying question was clear: how do we make customer experience stop being an isolated effort and become a true business lever?

 

The conversation centered on a key tension: designing experiences is not enough. The real challenge is managing them across the organization, with clear governance that connects areas, aligns decisions, and sustains their impact over time.

 

Experience as an Organizational Capability

 

Throughout the session, different perspectives and cases were shared that highlight a common point: when experience is driven by organizational momentum, it stops depending on individual efforts and begins to mobilize the entire organization.

 

“Experience does not belong to a single area. There must be an organizational drive that activates, connects, and sustains it over time, and that drive lies in governance” (Pamela Ordenes)

 

From this perspective, the focus shifts from simply designing journeys to building the internal conditions that turn those definitions into concrete, consistent decisions aligned with the business.

 

Lessons from Experience

 

The conversations at the event reinforced the importance of moving toward more integrated management models:

 

“I believe that when customer experience is driven by organizational momentum, we achieve greater focus, better coordination across areas, and more consistent decisions, with an impact on both people and the business.” (Catalina Binimelis, Deputy Marketing Manager, Consalud)

 

“A very worthwhile session that allows us, together with DEC, to keep building ties and strengthening the role of customer experience within organizations. Having clear governance brings a comprehensive view of experience management, not as an isolated area, but working in sync with the rest of the organization.” (Joaquín Pérez, Customer Insights Manager, Consorcio)

 

“From the latest Viernes DEC, I take away a powerful idea: designing experiences is not enough; you have to sustain them over time. And that starts with committed people and an organizational capability that mobilizes the organization from the very top.” (Angélica Pizarro, Customer Experience Specialist, Caja Los Héroes)

 

The DEC Chile Association also reinforced this point:

 

“We addressed a truly central topic in experience: how do we position it at a strategic level? (…) A great gathering with more than 60 members interested in advancing this challenge.” (Marisa Cozak, Executive Director, DEC Chile Association)

 

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

 

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

 

An Invitation to Move Forward

 

Today’s challenge is no small one: moving from isolated initiatives… to organizational capabilities.

 

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