1. Customer Excellence
Stephan Linnenbank
October, 2012

2. AGENDA
1. The reason voor Customer Excellence
2. Examples and trends
3. The vision of Customer Excellence
4. CX in Business Domains Model
• Sales & Marketing
• Operations
• Corporate staff & Supporting functions
5. Appendix: deepening CX
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3. Several trends lead to CX ...
CX Trends
Customer trends
» Individualization
» Polarization between groups and individuals and unpredictable customer behavior
» Customer decide how, what, where and when interaction is taking place
» Strong need for transparency: process and costs
Market trends
» Globalization and growth of international businesses
» Internet-based green-field companies
» Mass Customization: production on a large scale with personalized results
» Security is more important then privacy
Organizational trends
» Shift from product-oriented organizational structure (silo structures) to customer-oriented
» Much more focus on customer handling and binding / loyalty
» Centralizing of fragmented business units
» Cost standards by government and interest groups
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4. Other industries have successfully responded to this
trend, Dell and Volvo are one example ...
CX Examples
Customer decides
» Customer determines the exact product configuration
and communication
» Process of purchase to delivery is understandable,
transparent and clear
» Customer will determine the purchasing channel (Multi
Channel)
» Mass Customization is characteristic
Modular based products
» Product structure based on standard components
» Standardized services
Process
» Exact delivery of what is promised (fast and accurate)
» Most efficient process possible (assembly line principle)
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5. The vision of Customer Excellence builds on two principles:
Customer Intimacy and Operational Excellence…
Customer Operational
Intimacy Excellence
Customer Excellence is the optimal combination of those principles:
Customer Excellence
 the customer (need) is central  the production has the most efficient
process with minimal downtime (such
 the organization aims at maximum as Straight Through Processing)
customer satisfaction and customer loyalty
 the products are built from modular
 the customer can compose a product in line reusable standard components(mass
with the desired wish customization)
 a fast and reliable delivery of good service is  short turnaround time of products /
key services
 the customer decides through which  with standard components (white
communication channel, at which time and labeling), it is possible to produce
from which location the interaction takes multiple variants of the same product
place (multi-label)
 the organization has an integrated customer  through different channels (multi
view and customer approach channel) marketing of products
 the organization recognizes and anticipates  Short time to market of
on events in the lifecycle of a customer productdevelopment
 the organization seeks to maximize added
value for the customer
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6. Customer Excellence translated to the organization…
Sales and marketing
The organization is fully customer-oriented and focused on providing maximum value for the customer. The
integrated approach to customer focuses on the needs of the customer rather than a product push, where customer
loyalty is leading. The products are modular, so the customer can configure the product. The communication and
distribution is through various channels (multi-channeling), which can be specifically used for a target group or
chosen by the customer. Through the generic customer view all customer-related information is available for all sales
channels real time and contains all the product information of the customer. The purchase process for the customer
is completely understandable and transparent. Each contact gives the customer the most appropriate product
offered. The delivery of services and products directly as possible and the customer gets exactly what is promised.
Operations
The factory aims at maximum efficiency and therefore easy and inexpensive to manage and maintain. This requires
standard products by a standardized production process from the factory as 'white label‘ and be delivered in the
market through multi-labeling. The products are composed of standard reusable components and by their modular
construction easy to combine and configure. There are generic processes, which for all product (groups) are identical.
This product and process structure makes mass customization possible. Efficiency is supported by standardization of
the same (business) functions and use the best standard IT applications for specific (business) functions.
Corporate Staff and Supporting Functions
All secondary processes and support activities are centralized and standardized, and as services provided to the
organization. Law and regulations shall ensure that the organization is compliant. The IT function is generic and
standardized deployed. There will be worked from a single point of truth, where all the customer questions will be
answered. All financial matters are managed and handled by the Finance function. The long-term innovation and
product development is conducted by the research and development center.
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7. Customer Excellence is described by a business
domains model (BDM) ...
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Management & Organisatie
Communicatie Sales & Operations Leveranciers
kanalen Marketing Fabriek 1
Leveranciers
Management Product A
E-mail
Distributie
Management
Internet B
Proces
Proces
Verkoop
Telefoon C
Product
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Marketing
Applicaties
Infrastructuur n
Kanaal n Service
Corporate Staff & Ondersteunende Functies
Domain of Human
Resources
Informatie
Technologie
Financiën
Wet- &
Regelgeving
Kennis
Management
Research &
Development
Channels &
Customer
Business domains model: simplified representation of the various fields within and outside an
Excellence organization
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8. The domain Sales & Marketing has within CX a focus
on the customer…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Management & Organisatie
Communicatie Sales & Operations Leveranciers
kanalen
E-mail
Marketing
Leveranciers
Management
Fabriek 1
Product A
Sales & Marketing
Distributie
Management
Internet B
Proces
Proces
The sales department within Customer Excellence organization works with products /
Verkoop
Telefoon C
Product
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Kanaal n
Marketing
Service
Applicaties
Infrastructuur n services catalog and various operating concepts. The service level may vary by customer,
Human
Resources
Informatie
Technologie
Corporate Staff & Ondersteunende Functies
Financiën
Wet- &
Regelgeving
Kennis
Management
Research &
Development
product and label are different. Customers can customize their products through working
with product configuration of standard product components. This gives the customer a
(perceived) product tailored for their own specific situation. Service is responsible for
Sales & aftercare for clients.
Marketing
The assembly of new product components, new services and the marketing takes place
Leveranciers
Management
with customers. Based on specific customer events the client will receive commercial
expressions that exactly correspond to the personal situation. The CRM system contains
Distributie all customer information and provides a clear picture of customers labels and all channels.
Management Customers are immediately recognized in sales activities and the most current information
is available. The various distribution channels are managed by management.
Verkoop The customer can see by itself their real-time customer information, carry mutations and
product composition on the basis of the defined components. The distribution partners and
Product customers are served through different channels. The choice of which products and
Configuratie
(Label) services offered through the channel, based on cost and value per customer group. The
distribution processes seamlessly into the distribution channels and are decorated
Marketing according to the control concepts. The various external parties (eg BKR or RDW) that
facilitate the product suppliers are managed by suppliersmanagement.
Service
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9. Sales & Marketing exists of several specific parts…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Management & Organisatie
Communicatie Sales & Operations Leveranciers
kanalen
E-mail
Marketing
Leveranciers
Management
Fabriek 1
Product A
1 Suppliers Management 5 Marketing
Distributie
Management
B
» Multi Service Integration » Event driven marketing
Internet
Proces
Proces
Verkoop
Telefoon C
Product
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Marketing
Applicaties
» One Customer view for the organization
Infrastructuur n
Kanaal n Service
Corporate Staff & Ondersteunende Functies
Human Informatie Wet- & Kennis Research &
Financiën
Resources Technologie Regelgeving Management Development
2 Distribution Management
6
Sales & » Multi channeling Service
Marketing » Feedback management
1
Leveranciers
Management 3 Sales
2
» Control Concepts
Distributie
Management » Customization
3 » Co-creation
Verkoop
4 Product 4 Product Configuration (label)
Configuratie
(Label)
» Multi labeling
5
Marketing » Component based
» Product engine
6
Service
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10. The domain Operations has within CX a focus on
standardization and efficient (production) processes…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Operations
Management & Organisatie
Communicatie Sales & Operations Leveranciers Fabriek 1
kanalen Marketing Fabriek 1
Leveranciers
E-mail Management Product A
Distributie
Management
B
Product
Internet
Proces
Proces
Verkoop
Telefoon C
Product
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Marketing
Kanaal n Service
Applicaties
Infrastructuur n
Proces
Corporate Staff & Ondersteunende Functies
Human Informatie Wet- & Kennis Research &
Financiën
Resources Technologie Regelgeving Management Development
IT Architectuur
Informatie & Data
Applicaties
Infrastructuur
Operations
In the factory of a Customer Excellence organization is worked with standardized and modular product
components. All product components of the complete product portfolio are reusable in the development or
adaptation of products and services. These components make the installation of efficient standard processes for
all products. The process / chain director manages the main processes to external events (eg change of laws and
regulations) timely and consistently implemented. By using standard applications, the best process and IT-
supported solutions. The underlying infrastructure is fully scalable to production fluctuations and growth to cope.
In addition, the information and data products and services will be centrally stored and managed, so that the
information is consistent and reuse possible.
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11. Operations exists of several specific parts…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Operations
Management & Organisatie
Communicatie Sales & Operations Leveranciers Fabriek 1
kanalen Marketing Fabriek 1
Leveranciers
Management Product A
1 Product
E-mail
Distributie
Management
Internet B
Proces
Proces
Verkoop
C
Telefoon
Product
Configuratie
(Label) IT Architectuur
2
Persoonlijk Informatie & Data D
Marketing
Kanaal n Service
Applicaties
Infrastructuur n
Proces
Corporate Staff & Ondersteunende Functies
Human Informatie Wet- & Kennis Research &
Financiën
Resources Technologie Regelgeving Management Development
IT Architectuur
3 Informatie & Data
4 Applicaties
5 Infrastructuur
1 Product 3 Information & Data
» Product portfolio management » Centralized
» Centralized productdefinitions » 100% digitalized information
2 Processes 4 Applications
» Maximal Straight Through Processing (STP) » Standard solutions / “best of breed”
» Customer focused chains/ processdirector » Services Oriented Architecture (SOA)
» Standardized
5
Infrastructuur
» 100 % digitalized
» Fully scalable and integrated
» Target Operating Model (TOM)
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12. The domain Staff and Support has within CX a focus on
efficient implementation of supporting processes…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Corporate Staff & Ondersteunende Functies
Management & Organisatie
Communicatie Sales & Operations Leveranciers
kanalen Marketing Fabriek 1
Leveranciers
E-mail Management Product A
Distributie
Management
Internet B
Verkoop
Proces
Proces
Human Informatie Wet- & Kennis Research &
Telefoon
Product
C
Financiën
Resources Technologie Regelgeving Management Development
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Marketing
Applicaties
Infrastructuur n
Kanaal n Service
Corporate Staff & Ondersteunende Functies
Human Informatie Wet- & Kennis Research &
Financiën
Resources Technologie Regelgeving Management Development
Corporate Staff and Supporting Functions
In the organization are the functions of corporate staff and support functions facilitating to the organization.
Human Resources is the central part where the HR-year cycle (planning-coaching-rate), in-door outflow is regulated with a strong
focus on process and function (re) design (with clear responsibilities and arrangements between HR and line). Internal codes and
compliance are key components within the Law and regulations. Security plays a very important role in CX. Information only for those,
which are authorized. In addition, the data are accurate and comply with privacy legislation. Information technology is generic and
standardized deployed. Services are called by services (Service Oriented Architecture), which makes that a service call can reached
from different processes.
For knowledge, the knowledge-related processes company-wide and to be implemented fully. Knowledge is managed, monitored and
implemented by a central body. Together with content managers, this ensure that all channels current, reliable, focused on targeting
information. There is a single point of truth for all channels, which should support the primary process and is generic for all customers.
The Finance function is responsible for all financial transactions, financial reporting and handling of debtors and creditors for the
entire organization. They have a centralized balance, general ledger and profit and loss account to be managed within this function.
R & D is responsible for innovation and product development at (middle) long term. They facilitate the design of product
configurations and defining product features
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13. Staff and Support exists of specific parts…
Invloed vanuit overheid Invloed vanuit economie Invloed vanuit maatschappij
Corporate Staff & Ondersteunende Functies
Management & Organisatie
Communicatie Sales & Operations Leveranciers
kanalen Marketing Fabriek 1
Leveranciers
E-mail Management Product A
Internet
Distributie
Management
B
1 2 3 4 5 6
Verkoop
Proces
Proces
Human Informatie Wet- & Kennis Research &
Telefoon
Product
C
Financiën
Resources Technologie Regelgeving Management Development
Configuratie
(Label) IT Architectuur
Persoonlijk Informatie & Data D
Marketing
Applicaties
Infrastructuur n
Kanaal n Service
Corporate Staff & Ondersteunende Functies
Human Informatie Wet- & Kennis Research &
Financiën
Resources Technologie Regelgeving Management Development
1 Human Resources 4 Law- & Regulations
» New function structure(assess and reward) » Compliance to relevant law and internal codes
» Product generalistic functions » One legal department
» Product specialized functions
» Customer focussed culture 5 Knowlegde Management
» Centralized knowledge centre for product and process
InformationTechnology
2 » Centralized knowledge centre for customer contact
» Service Oriented Architecture (SOA)
6
Research & Development
3 Finance
» Activity Based Costing
» One financial shared service center
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14. THANK YOU.
For more information
Stephan Linnenbank RM
Email: stephan.linnenbank@cgi.com
Phone: +31 6 1085 7453
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