Presentación de Andreas Dullweber en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

1. Andreas Dullweber
Head CX Bain & Company Europa
@BainAlerts
The five disciplines of customer experience leaders

2. THE FIVE DISCIPLINES OF CUSTOMER
EXPERIENCE LEADERS
ANDREAS DULLWEBER
OCTOBER 4TH, 2016

3. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 3
REMARKABLE COMPANIES:
WHERE CUSTOMERS WANT TO BUY AND PEOPLE WANT TO WORK
Source: Munich Apple Store opening, December 2008

4. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 4
CUSTOMER EXPERIENCE LEADERS KNOW WHAT THEY STAND FOR:
THEY MEAN IT, LIVE IT, BREATHE IT
"THE FINEST IN THE SKY"
"HIGHEST QUALITY OF
CUSTOMER SERVICE"
 FRIENDLY, SIMPLE, DOWN-TO-EARTH
 LOWEST POSSIBLE FARE
 FAST AND RELIABLE
 BOOKING AND TRAVEL COMFORT
 GLOBAL, INNOVATIVE, MODERN
 LUXURY SERVICE
ONE-WAY BOOKING RETURN FLIGHT BOOKING
FIRST COME FIRST SERVE SEATING ASSIGNED SEATING WITH BOOKING CLASS
MEALS ORDERED AND PAID ON-DEMAND MEALS INCLUDED IN THE PRICE
USE SUBURBAN AIRPORTS USE MAIN AIRPORTS OF MAJOR CITIES
ONE CLASS FOR ALL ECONOMY, BUSINESS & FIRST CLASS
… …
DOMESTIC FLIGHTS ONLY DOMESTIC & INTERNATIONAL FLIGHTS

5. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 5
LEADERS ARE FANATICAL ABOUT DIFFERENTIATION, GROWTH &
CULTURE

6. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 6
Source: Bain/EIU 3D customer growth study
MANY BELIEVE THEY OFFER SUPERIOR CUSTOMER EXPERIENCE,
BUT FEW ACHIEVE IT AND OUTPERFORM
LEADERSHIP FEEDBACK ANNUAL NET PROFIT GROWTH
"DELIVERY GAP"

7. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 7
PROCESSES, POLICIES AND PROCEDURES
TO MAKE THE CURRENCY RELEVANT FOR EVERYBODY
CLEAR STRATEGIC PRIORITY, DEEP IN BUSINESS
RHYTHM, SUPPORTED BY FORCEFUL GOVERNANCE
ONE UNIVERSAL CURRENCY
DRIVING CUSTOMER-CENTRIC BEHAVIOURS, DECISION-MAKING
AND MINDSETS: A SYSTEM IS NEEDED
Source: Bain & Company

8. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 8
NET PROMOTER® SCORE (NPS) EVOLVED FROM BAIN'S LOYALTY
WORK AS THE BEST SIMPLE METRIC AND UNIVERSAL CURRENCY
% PROMOTERS
= NET PROMOTER® SCORE (NPS)
MINUS
% DETRACTORS
"ON A SCALE 0-10, HOW LIKELY IS IT THAT YOU WOULD
RECOMMEND OUR COMPANY TO A FRIEND OR COLLEAGUE?"
0-6
7-8
9-10
EXTREMELY
LIKELY
EXTREMELY
UNLIKELY

9. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 9
Source: Bain & Company
NPS AS METRIC OFTEN DEPLOYED "TOP-DOWN" TO ENFORCE
CUSTOMER CENTRIC DIRECTIONS
LEADERS
FUNCTIONAL
& PROCESS
MANAGERS
FRONTLINE
EMPLOYEES

10. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 10
Source: FinServCo’s Investor conference 2006
NPS CAN PROVIDE A NAVIGATION SYSTEM FOR LEADERSHIP

11. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 11
Source: Bain & Company
HOWEVER, REAL VALUE IS ONLY CREATED IF EVERYBODY CHANGES
TOWARDS MORE CUSTOMER CENTRICITY – THE NPS SYSTEM
LEADERS
FUNCTIONAL
& PROCESS
MANAGERS
FRONTLINE
EMPLOYEES

12. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 12
INDIVIDUAL AND SYSTEMIC LEARNING IN THE APPLE STORES

13. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 13
“THE EPISODE FACTORY” ACTS AS A TRANSFORMATION ENGINE
DEPLOYDETAILDESIGN
SPRINTS EPISODE BY EPISODE PRODUCTION
AGILE WAYS OF WORKING
employees
execute at
industrial scale

14. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 14
PUTTING SOMETHING
NEW IN PLACE
REACHING THE
INTENDED OUTCOME
GOING FROM STRENGTH
TO STRENGTH
INSTALLATION REALIZATION REPEATABILITY
MAKING IT STICK

15. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 15
EMBEDDING NPS IN CORE DECISION MAKING
Source: Logitech presentation, NPS conference, 2009; www.newegg.com reviews Jan 2010
NPS = 25% NPS = 51%
MX 5500 "REVOLUTION"MX 5000 "LASER"

16. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 16
ACTIVATING PROMOTERS

17. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 17
EMPLOYEE NPS 20% CUSTOMER NPS 75%
PROMOTERS CREATE PROMOTERS
Source: Bain & Company
?

18. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 18
ACHIEVING CUSTOMER CENTRICITY JUST REQUIRES BEHAVIOURS
OF A GREAT RELATIONSHIP – BUT THAT’S HARD WORK!
UNDERSTAND WHAT THEY
REALLY WANT
KEEP LISTENING AS
THINGS CHANGE

19. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 19
THE FIVE DISCIPLINES OF CUSTOMER EXPERIENCE LEADERS
COMPELLING VISION LINKED
TO THE BRAND PROMISE
NET PROMOTER® SYSTEM FOR
CONTINUOUS IMPROVEMENT
MUST-WIN BATTLES DEFINED
OUTSIDE-IN
END-TO-END CUSTOMER
EXPERIENCE DESIGN
STRATEGIC CHOICES
DELIVERY ENGINE
SUSTAINABLE
COMPETITIVE
ADVANTAGE:
CUSTOMER-
CENTRIC
CULTURE
What do we want to stand
for in the eyes of our
customers?
How can we use real-time
customer feedback to promote
learning and behaviour change?
What handful of actions will
generate the most impact
with our target customers?
How do we build an
omni-channel customer
experience for the future?
CHANGE BACKBONE
RESULTS DELIVERY TO EMBED CUSTOMER-CENTRIC CHANGE
How can we anticipate and mitigate
risks in order to sustain the change?