Prof. dr. Serrano teaches in the Executive Master of Marketing at Tias Nimbas Business School (Tilburg University) in Holland (*) The academic year 2009-2010 prof. Serrano was awarded with the Best Teacher Award at Tias Nimbas Business School, after being the highest ranked professor out of the five Master Programs.
In August 2011 he became the first Spaniard (and second in the entire Eurozone) to be recognized by Pine & Gilmore as an Experience Economy Certified Expert.
Nowadays, there are only 25 Experience Economy Certified Experts in the World, outside North America.
For the last 17 years, he has been teaching both in the Executive Education Programs and in the MBA at the IEDC Business School - International Executive Development Center for Central and Eastern Europe (**). In December 2011, year of the 25th Anniversary of this Business School, Juan Serrano was awarded with the title Honorary Professor of IEDC Business School.
Elected Professor of the Year 2012 by the participants to the “IEDC One-Year International MBA”
Elected Professor of the Year by the participants to the “IEDC Two-Year Executive MBA Program”.
For the last 17 years, he has been teaching at IESE (Madrid and Barcelona) (***), in different programs and in company courses organized by the Executive Development Department. In 2014 he has taught in twelve corporate programs of IESE, being at the top of the best rated teachers in every one of these twelve programs.
He is a visiting professor at the Universidad Carlos III de Madrid, where every year, for the last five years, he has been teaching the course “Customers and Employees Management in Service Oriented Environments”.
He teaches the course E2 : Service Oriented Companies Management in the Port Engineering and Management Master Program at the Universidad Politécnica –Barcelona and the course Service Companies Management in the Master Program in Quality Management at the Universidad Politécnica -Barcelona.
He has been teaching, along with Prof. Gareth Dyas, from INSEAD, the course “Value Creation for Customers and Employees”, organized by the Universidad Francisco de Vitoria.
He has also been a visiting professor at the University of Reykjavik, in Iceland, and at the Stoa Business School of Naples, Italy, where for five years he was teaching courses related to Service Management, as well as at the IIBM.
He is a member of the European Center for the Experience Economy, based in Amsterdam and member of DEC (Asoc. para el Desarrollo de la Experiencia Cliente), Spain.
He is certified by Lego S.P. (Lego S.P. Advanced Training Certification – April 2014)
In November 2015 he gave in Ljubljana, the TEDx talk “Loyalty, Meaning & Ingrown Olive Trees”, which can be seen at link:
Teaching experience: In 1996 he founded Transforma, where he is currently a partner. Transforma is an office specialized in research and training in the fields of Customer Management and Employee Loyalty.
As the rest of the members of Transforma, he teaches in Business Schools, Universities (see previous page) and companies such as: Repsol, U.C.S., Grupo TAP (Portugal), Sybase Europe, THR, Alta Gestión, Clínica Universitaria de Navarra, Epson Europe, Grupo Áreas, Conferencia de Rectores de Universidades Españolas, Italia Telecom, Celsa Steel Group, Grupo Leche Pascual, Crédito y Caución, Sybase España, Grupo Cemex USA, Adecco, Glasurit, Derprosa Condepols (Grupo Cepsa), Telefónica Argentina, Lagos Business School , Inerflexo (Nordenia), Telinver Argentina, Comunidad Portuaria del Puerto de Barcelona, Fecsa Enher, Through Consolidated Transport, Endesa Grandes Clientes, Endesa Canal Empresa, Servicios Compartidos de Telefónica Argentina, International Quality Institute Slovenia, Federació de Firas de Catalunya, Endesa Nueva Construcción, Telefónica Sistemas, Randstad Europe, Mapfre Seguros Generales, Opel España, Laboratorios Esteve, Ifema, Siemens Mobile, General Optica, Telefónica Perú, Asociación de Ferias de España, Serunión, Pharmacía Animal Care, Willis, Fira de Barcelona, BASF Coatings, SHV Gas, Endesa Gran Público, Roche Diagnostics, NH Hoteles, Banco Bilbao Vizcaya Argentaria (BBVA), AON Gil & Carvajal, Grupo Mahou San Miguel, Braun, Cisco Systems, Henkel CEE, Universidad Francisco de Vitoria, Iskratel, Slovenja Telekom, Kroymans Corp. Nederland, Construcciones PAI, Slovenija Petrol, Croacia Telekom (Deutsche Telekom), Caprabo, Podravka (Croacia), ISS Facility Services, Linea Directa Seguros, France Telecom Orange, Laboratorios Sandoz Novartis, ABN Amro, Deutsche Bank, Canon, Macsa, Start People, Unique, Galan Groep, Endesa Sistemas, Noord-Holland Province, Holcim Belgrade, Erste Bank (Austria), Grupo Jimenez Maña, e- Caixa, Primagaz France, Biotech Institute, Mobitel, Bankinter, Criteria (la Caixa), Abertis, Vebego Netherlands, Star T. Services, Serbia Telecom, La Caixa, Novartis, Wolters Kluwer, Vienna Insurance Group, GFT (Grupo Deutsche Bank), Ricoh, Grupo Santander, Nationale Nederlanden, KH Bank (Hungary) Lidl, Santander UK, Geoplin (Slovenia), Calidalia, Carglass, Fremap, Atlantic Group, Konzum (Croatia), AstraZeneca (Russia), Accenture, Correos, Gas Natural, Aitex, Medis Group, Danone, Uniqa, Chemo, Aegon, Ferrero, IBM, Confortel, etc.