customer experience & moments of truth: best practice highlights
TRANSCRIPT
The truth about Moments oThe truth about Moments oGeert Martens, practice leader 4C Consultingp g
[email protected] @geert_martens http://www.slidesha
http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/
of Truthof Truthare.net/gmartens http://be.linkedin.com/in/martensgeert
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C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
T tT tTop management committed
Top management committed
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Customer experience transformation requires a multi-year journey (no silver bullet). Embracing customer experience is a process, g p p ,one that requires fundamental shifts in how your business behaves and is organized. Best-in-class senior executive teams:• believe in the differentiating power of
customer experience: investment and no a cost
• sustain the effort for the entire journey:• sustain the effort for the entire journey: resources and budget.
• set the example with their own behavior• encourage colleagues to observe andencourage colleagues to observe and
challenge the organization through customers’ eyes.
• monitor the effects
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
Customer ExperienceCustomer Experiencepdesigned
pdesigned
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Corporate mission and vision is embedded in th i ti d h b t l t d i tthe organization and has been translated into company and brand valuesCustomer segments have been designed and selectedselectedCustomer experiences have been designed for each customer segment in terms of emotions(+ and - = “the emotional profile”) and are li d ith d b d laligned with company and brand values.
The CE is authentic:• "You can fool some of the people all of the
time, and all of the people some of the time, but you cannot fool all of the people all of the time." (P.T. Barnum)time. (P.T. Barnum)
• Customer experience is an organizational mindset: “It's not something a business buys, it's something a business becomes.”
• Designed outside-in (and not inside-out)
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
BehavioralBehavioralprinciples definedprinciples defined
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The customer experiences has been made t f t d lconcrete for customers and employees:
“behavioral principles” have been definedthat are the embodiment of the companyvalues, the brand values and the emotionalvalues, the brand values and the emotionalprofile.
Behavioral principles:• help employees to consistently deliver the
designed customer experience• Are consistent across customer segments
E.g. JetBlue behavorial principles:• Be in Blue always• Be personal• Be the answer• Be engaging• Be thankful to every customer
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
Employees engagedEmployees engagedEmployees engaged(Don’t open a shop unless
you like to smile ‐ Chinese Proverb)
Employees engaged(Don’t open a shop unless
you like to smile ‐ Chinese Proverb)y )y )
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“You can design and create, and build the most d f l l i th ld B t it t kwonderful place in the world. But it takes
people to make the dream a reality.” (Walt Disney)You cannot sustain great customer experiencesYou cannot sustain great customer experiences unless your employees are bought-in to the experience and are aligned with the effort.
Key focus points:• Recruit the right people = willing and able to
behave according to the behavorial principlesD ’t d d t i i• Don’t underspend on training
• Make it easy to do the right thing• Find ways to celebrate: go for sprints that
create tangible value & and celebrate thesecreate tangible value & and celebrate these accomplishments to motivate teams for the marathon ahead
• Reward the right brand behaviors• Continous focus on change management and
organizational design
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
Moments of TruthMoments of Truthunderstoodunderstood
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The customer journey (chain of interactions) i d f th t ’ tiis mapped from the customer’s perspectivefor each stage in the customer lifecycle and foreach key customer segment.All Moments of Truth are known, understoodAll Moments of Truth are known, understoodand documented (interaction & touchpoint).
The voice of the business is listened to:• All customer knowledge among customer-
interaction employees is taken into account.
The voice of the customer drives business:• “An external focus is an antidote to internal
politics”C t l i t i f• Customer complaints: every piece of negative feedback represents an opportunity for improvement.
• Customer feedback is used to uncoverCustomer feedback is used to uncover everything that's going right: on the lookout for “hero stories”.
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
Processes designedProcesses designed
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Objective: reinforce the experience (company & b d d ti l fil ) ith& brand and emotional profile) with everyinteraction, not just communications
For each MoT a process is designed andFor each MoT a process is designed and system support is implemented (operational excellence) for each key customer segment:• Pro-active & reactive: not just customer
service• Customer-centric: from the customer’s
perspectiveH i d hi h t h & hi h t h• Humanized: high tech & high touch
• Integrating all touch points• Leveraging organizational alignment:
marketing sales channel operationsmarketing, sales, channel, operations, customer service,…
• Aligned with contact and channel strategyfor each customer segment
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
KPIs measuredKPIs measured
TTTmana
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Key traits of best-in-class monitoring & t isteering:
• The journey towards great customerexperiences is measured on a continuousbasis: pulse checks to create accountability.basis: pulse checks to create accountability.
• CE KPIs are aligned with the way customersevaluate their experience: know what yourcustomers find important and know how
t f !customers measure your performance!
Examples of CE KPIs:C t ti f ti M T• Customer satisfaction on MoT
• Net Promoter Score• Behavioral principles adoption
E l t• Employee engagement• Employee turn-over• Price elasticity among high-value customers
C t l i t• Customer complaints gap• Core values rating
C tC tTopTop CustomerExperiencedesigned
CustomerExperiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Top agement mmitted
Top agement mmitted
defineddefined
EmployeesEmployees Moments ofMoments ofEmployees engaged
Employees engaged
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned KPIKPIdesigneddesigned KPIs
measuredKPIs
measured
Top mgmtcommittedTop mgmtcommitted
CustomerE iCustomer
E i
committedcommitted
BehavioralBehavioral
Experiencedesigned
Experiencedesigned
Behavioralprinciplesdefined
Behavioralprinciplesdefined
Employees engaged
Employees engaged
GreatCustome
Experienc
GreatCustome
Experienc
Excellent performance
on MoT
Excellent performance
on MoT
Moments of Truth
understood
Moments of Truth
understood
Processesdesigned
Processesdesigned
KPIsKPIs
designeddesigned
measuredmeasured
Shift the demandShift the demanddemand
curvedemand
curve
Reduce costsReduce costs
erceserces
GeneraterevenuesGeneraterevenues
Createcompetitive
Createcompetitivecompetitiveadvantagecompetitiveadvantage
geert.martens@4
http://www.slideswww.4cconsulting.com
http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/
4Cconsulting.com @geert_martens
hare.net/gmartens http://be.linkedin.com/in/martensgeert