3. A CX LEADER’S CHALLENGE
and
to
try and make a difference?
If I do, will it be
4. there’s a lot of talk, but
it’s hard to
it’s hard to know
it’s hard to
5. At the end of this, you will
Forrester’s six:
1. Customer Understanding – who they are, what they need, how they perceive
Understand what we mean by
their interactions
‘customer experience’ and how to
2. Measurement – track experience quality, best using customers’ perceptions
look at your created CX your
3. Governance – Citi businessafrom steering group. Keep bad experiences getting
out thecustomers’ perspective
door. (thresholds with teeth, include ‘experience impact’ in review boards
4. Strategic alignment – WHAT about your cx is going to be different? Like real
strategy, but at a CX level. Don’t just say ‘provide great cx’. that’s‘ like a business
strategy that says: create a great business.
5. DesignHave a list of follow a to consider in method. Agile
– co-create, things service design
6. Cultureyour business thatawill helpSTORY: Southwest Airlines dying grandson.
– CX excellence habit. you get
more customer focussed
1
2
3
Know at least one metric that lets you
link customer experience with real
business outcomes, and understand a
few capabilities that will help you take
advantage of it.
have a way to give customer experience
some ‘teeth’ in the boardroom
7. “
”
Jerry Gregoire, CIO, Dell
(major Australian bank)
Good Customer Experience
does not happen by chance- it
needs to be designed
(Pine & Gilmore, HBR)
8. The current Australian experience..
What annoys Australians
in Australia
1. Hidden fees and costs 2. No refund/replacement for faulty
products, despite being under warranty 3. Being on hold/not
getting someone on the phone 4. Tailgating 5. No response to
written or verbal complaints 6. People talking loudly on
mobiles in an inappropriate area 7. Door-to-door
salespeople/telemarketers 8. People coughing in an enclosed
area without covering their mouth 9. Confusing
broadband/phone price plans 10. Nonchalant customer
service 11. Erroneous bills 12. Cigarette butts littering public
areas 13. Unreliable internet 14. Poor advice from financial
planners 15. Spam email 16. Late repair people 17. Noisy
neighbours 18. Long queues/checkout lines 19. Companies
only letting you pay by automatic deduction 20. Poor service
from airlines
75%
CHOICE survey, October 2010
report reveals
of the top 20 gripes resulted from poor Customer Experience
8
18. Customer touch points..
Find out
about a
special
travel offer
Touchpoint: a single point of
contact or interaction
between a customer and a
supplier of products or services
Receive a
boarding
pass
Get details
of the
special offer
Check in to
the flight
Get flight
departure
information
Enter the
plane
Comment to
friends on travel
experience
Make a travel
booking to take
advantage of the
offer
Check in
luggage
Receive the
receipt &
itinerary
Receive
in flight
service
Retrieve
luggage
18
19. . which become experience touch lines
Receive the
receipt &
itinerary
Make a travel
booking to take
advantage of the
offer
Get flight
departure
information
Receive a
boarding
pass
Check in to
the flight
Check in
luggage
Receive
in flight
service
Enter the
plane
Comment to
friends on travel
experience
Retrieve
luggage
Finish
Start
Find out
about a
special
travel offer
Get details
of the
special offer
19
20. DIGITAL
PHYSICAL
Comment to friends
on travel experience
Retrieve luggage
Receive in flight
service
Enter the plane
Get flight departure
information
Check in luggage
Receive a
boarding pass
Check in to the
flight
Receive the
receipt & itinerary
Make a travel
booking
Get the details of
the special offer
Find out about a
special offer
Experiences are multi-channel
Call centre
Airport
counter
Airport signage
Airport gate
Airport
luggage
In flight
Email
Web site
Mobile
Social media
20
27. College e-Enabled Field Trip Experience Map
Guiding Principles
RIGHT VISION
RIGHT INVESTMENT
RIGHT INFORMATION
RIGHT OUTCOMES
RIGHT INTEGRATION
Customer Journey
STAGES
Trip Initiation
Obtain approval
ACTIVITIES
Enrolment
Schedule resources
Submit internal
trip request form
View itinerary
Give permission
Finalise Trip
Organise payment
Receive trip
details
Organise volunteers,
buses, etc.
Consolidate responses
Post-Trip
Trip
Schedule resources
Participate
Gather feedback
Share experience
Receive
confirmation
Monitor
responses
Share photos
Sarah
(Student)
Get
trip
ratings
Trip
occurs
DOING
Mr & Mrs
Lincoln
(Parents)
Mr. Smith
(History
Teacher)
View trip
itinerary
Make payment
Mr. Smith
(History
Teacher)
Mr. Smith
(History
Teacher)
Answer
questions
Submit permission slips
Notify parents
For unexpected
changes
For queries / difficulties encountered
Confirm
arrangements
Receive trip
approval
Discuss
experience
Mr & Mrs
Lincoln
(Parents)
THINKING
FEELING
•
•
•
Where should I organise the trip?
When is a good time to go?
What processes do I need to follow?
•
•
•
•
Do we have enough information about this trip?
How much will this cost?
Who else is going?
Can we pay online?
•
I need to have an up-to-date view of the responses to
help me finalise arrangements
What do I do if there is not enough responses?
•
•
I need to know if the students enjoyed themselves
Next time, I will need to plan more carefully
•
•
•
I’m excited about this trip!
I’m worried it won’t get approval from the Principal
•
Happy that Wesley College allowed us to nominate the preferred
communications channel
Wish we are able to see other parents’ responses
•
•
Stressed that this is taking longer than expected
Worried about getting things wrong
•
Excited to share photos with students and parents
•
Opportunities
Go paperless &
move towards
online processes
Adopt automated
workflow where
possible
Introduce “cloud”
spaces for remote
collaboration
Develop web forms,
portals, and apps
Build platforms to
push notifications to
SMSs & emails
Build-in intelligence
to merge & report
information from
disparate sources
Encourage sharing
& participations
through online
communities
Allow knowledge
re-use and
discovery
SMS Services
Customer Experience Improvement
Business Case
Business Performance Improvement (BPI)
Transformation
Business Intelligence
System Architecture
Workflow Automation
Information & Data Management (IDM)
Systems Integration (SI)
Social Media Integration
Program & Project Services (PPS)
Project Management
Continuous, non linear
Linear Processes
Non linear, but time based
30. Not an exact science
tasks / activities / ‘moments of truth’
channels
Staff involved
Business process involved
systems involved
data involved
expectations / targets
…a
32. the first thing we ask is
what do we want people to feel?
then we craft around that intention
32
33. Experiences are emotional- Journey 1
1. My wireless broadband modem has intermittent problems. I try to get help from the telco which supplied it
“A sub-optimal
experience”
33
34. Experiences are emotional- Journey 2
2. I want to buy some new music online. I have an idea of what I want, but haven’t completely decided
“A near-optimal
experience”
34
36. Experiences have a life cycle
The organisational experience lifecycle
Brand identity building
Issues resolution
Demand stimulation
Feedback management
Expectation setting
Satisfaction monitoring
Calls to action
Sentiment monitoring
Before
Acquire and consume
After
Improvement loop
36
37. Experiences have a life cycle
The Customer Decision Journey
Brand identity building
Issues resolution
Demand stimulation
Feedback management
Expectation setting
Satisfaction monitoring
Calls to action
Sentiment monitoring
Before
Want
Consider
Acquire and consume
Evaluate
Buy
Experience
After
Advocate
Bond
37
41. the way your
customers measure you
call centre kpis By persona
lending retreat borrowing retreat
42. What do I have
to think about to
do this stuff
43. FIVE CATEGORIES OF
CHALLENGE
above the line
Customer
Insights
Customer
analytics
Customer
(Identity, CRM, Predictive Analytics)
(Net Promoter System)
Customer
acquisition
improvement
Implementation
Campaign Management –
Best Practice
Customer
experience
Customer
Customer
experience
solutions
below the line
people
organisation
infrastructure
operations
, NBO
Customer centric
Creating a
Customer-centric
- related Systems Integration
50. :
Customer’s Point of View
top process owners
entity identification
customer journey mapping
Customer decision journey
Social media monitoring
Chief Customer Officer
Customer satisfaction
69. Value
1.
estimate the
of the
average customer in each segment
2.
Look at the
between
3.
Hypotheses – find
in your
experience design that affect NPS
Work on those
4.
,
and
78. Use NPS to prototype service
it creates a
for leaders
79. Summary
Forrester’s six:
1. Customer Understanding – who they are, what they need, how they perceive
Customer journey
their interactions
Design – track experience quality, best
2. Measurementfrom customers’ perspective using customers’ perceptions
3. Governance – Citi created a CX steering group. Keep bad experiences getting
Emotion
out the door. (thresholds with teeth, include ‘experience impact’ in review boards
4. Strategic alignment – WHAT about your cx is going to be different? Like real
strategy, but at a Insights Don’t just say ‘provide great cx’. that’s‘ like a business
Customer CX level.
strategy that says: create a great business.
Customer Acquisition
5. Design – co-create, follow a service design method. Agile
Customer Experience
6. Culture – CX excellence a habit. STORY: Southwest Airlines dying grandson.
People & Organisation
Infrastructure & Operations
1
2
3
Link your metric with Business
Outcomes
Net Promoter Score
80. thank you
greg Stewart
SMS Management & Technology
www.smsmt.com
greg.stewart@smsmt.com
@clarityrules
80