compelling customer touchpoint architecture v2
TRANSCRIPT
COMPELLING CUSTOMER CHANNELS ARCHITECTURE
ALESSANDRA ALBANO CHHABRA
WHAT DO WE SELL?
TOUCHPOINTS/CHANNELS
▸ Points of contact between the customer and the enterprise
▸ They are of different nature:
▸ Human
▸ Product/service
▸ Communication
▸ Spatial
▸ Electronic/Digital interactions
TOUCHPOINTS/CHANNELS
▸ Collectively they constitute the interface between the customer and the enterprise
▸ This happens throughout the entire customer’s experience cycle
LET’S DRAW FROM OUR EXPERIENCEThink about touchpoints for a product or service you have recently bought.
problem awareness
problem analysis
solution selection purchase delivery use supple-
mentsmainte-nance
Pre-Purchase Phase Purchase Phase Post-Purchase Phase
LET’S DRAW A MAP OF THE CX CYCLE
WHAT IS OUR CUSTOMERS’ PERSPECTIVE?
problem awareness
problem analysis
solution selection purchase delivery use supple-
mentsmainte-nance
Pre-Purchase Phase Purchase Phase Post-Purchase Phase
HOLISTIC VIEW
▸ The whole is more than the sum of the parts
▸ It forms the overall judgment of the customer about the enterprise’s way to interact with them
▸ We must consider touchpoint/channel interdependencies
WHAT ARE INTERDEPENDENCIES?
▸ Expectations: After each touchpoint, customers update their expectations about the next touchpoint
▸ Operations: Actions at each touchpoint drive operations in the next touchpoint
▸ Functionality: Enterprise/operator ability to meet my (tele)communications needs
DRAWING UP CUSTOMER TOUCHPOINT BLUEPRINTS
▸ We want to capture Customer Channels Blueprints from the perspective of:
▸ the customer
▸ the enterprise
CUSTOMER PERSPECTIVE
From the customer side, who will be interacting with the enterprise throughout the CX cycle?
CUSTOMER PERSPECTIVE
What is the customer’s preferred channel for each stage?
CUSTOMER PERSPECTIVE
What are the customer’s functionality needs for each preferred channel?
CUSTOMER PERSPECTIVE
What are the interdependencies between each channel at different stages of the CX cycle?
ENTERPRISE PERSPECTIVE
From the enterprise side, who will be interacting with the customer at any given stage of the CX cycle?
ENTERPRISE PERSPECTIVEGiven the preferred customer’s channels, what are the enterprise’s preferred functionalities for each stage?
ENTEPRISE PERSPECTIVE
What are the functional interdependencies that the enterprise needs needs to manage?
ENTEPRISE PERSPECTIVE
What resources are needed to make it happen?
THE FINAL CUSTOMER CHANNELS BLUEPRINT
▸ Touchpoints for each stage of the CX cycle
▸ Defining the channel of interaction and the functionality for both customer and enterprise for each stage of the CX cycle
▸ Defining interdependencies for the customer
▸ Operational, functional and resource implications for the enterprise
WHO AND WHAT INTERACTS WITH THE SUPPLYING ENTERPRISE?
DESIRED TOUCHPOINT
FUNCTIONALITY
WHO AND WHAT INTERACTS WITH THE CUSTOMER?
DESIRED TOUCHPOINT
FUNCTIONALITY
Customer Perspective Enterprise Perspective
MAP SHOWING CHANNEL LANDSCAPE
COMPASS SHOWING THE DIRECTION THE
CUSTOMER IS HEADING
MARKERS TELLING CUSTOMERS WHERE THEY
ARE
CUSTOMERS MUST FEEL IN CONTROL
CHANNEL STRUCTURE CLEAR,
SIMPLE, TRANSPARENT
CHANNEL INTERACTION
RESPONSIVE AND ADAPTIVE
CX Must Be Operationally Excellent
CUSTOMERS INTERACT WITH THE
ENTERPRISE BECAUSE THEY HAVE A MISSION
TO ACCOMPLISH
WHAT CUSTOMERS ULTIMATELY SEEK IS
VALUE
NOT JUST VALUE PROPOSITION, BUT
ACTUAL DELIVERY OF VALUE
MEANINGFUL COMMUNICATION
TAKING CARE OF CUSTOMER’S PAIN PRODUCT USABILITY
CX Must Be Value-enhancing
CX MUST BE STRATEGICALLY DIFFERENTIATINGCustomers perceives CX as compelling value that differentiates it from other enterprises
THE ENTERPRISE MUST BE EASILY ACCESSIBLEThe enterprise considers customers as guests and themselves as hosts offering gracious welcome and sincere hospitality. The customer must feel genuinely invited.
CX MUST BE CONSISTENT WITH THE ENTERPRISE’S VALUE PROMISECustomer experience is consistent. Value Promise is intentional.
WHAT DO WE SELL?
HOW GOOD IS THE EXPERIENCE THAT WE PROVIDE OUR CUSTOMERS ACROSS CHANNELS?
QUESTIONS?
TOWARD COMPELLING CUSTOMER TOUCHPOINT ARCHITECTURE
ANIRUDH DHEBAR PROFESSOR OF MARKETING MARKETING DIVISION BABSON COLLEGE, BABSON PARK, MA 02457
APRIL 13, 2012