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440.826.2253 [email protected]/cpd
SeeingYourBusinessThroughYourCustomers’Eyes
WhatIfYouHadaDrone?
Mandy Dietz Presenter
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ObjecMves
• EnrichunderstandingofCustomerExperience– Whatisit?– WhyitisimportanttoyourorganizaMon
• IntroducearoadmapandtoolstohelpopMmizeyourcustomers’experience
• ConnecttheCustomerExperiencetoyourBusinessAnalysisrole
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BrandsYouLove/BrandsYouDon’t
Whatarethebrandsyoulove?
Whatarethebrandsyouavoid?
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CommonThemes
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Experiencemorethanproduct/service
Happytotalkaboutwhy
Memoriesarelong
1person’sexperience:Manyhearaboutit
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WhatisCustomerExperience?
Ø Definition
¡ All interactions, expectations and emotions a customer has during his/her entire journey with an organization.
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WhoSetsCustomerExpectaMons?
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DisneyJourney
• ImpactofguestsaMsfacMon• Guestdis-saMsfiers
– ToomanyHASSLES– ToomanyLINES(wait,wait,wait)
• Baggageclaim• Hotelcheckin• Parkentry• AaracMonsandentertainment• Foodandbeverage,retailpurchases
• HowdidWDWTRANSFORMitscustomerexperience?
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GuestSaMsfacMon
IntenttoReturn
Revenue
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Arrival(BaggageClaim)• Improvement:
– DropluggageatDisneyCruiseLineterminalanditappearsinyourshipstateroom
• TransformaMon:– Tagluggageinyourhome
beforeleavingfortheairportanditappearsinyourDisneyhotelroom
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MagicBands
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PublicSector-Consumer• MTA
– Ridershipwasdown– Busesrarely“onschedule”– Complicates
• On-Mmecommute• Whentoleaveforbusstop• Whentopickupfamily
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Connec5ontoBusinessAnalysis:PartofourjobistohelpthebusinessdefinetheproblemsandinnovatesoluMons
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HowDoesThisRelatetoBA?
• BusinessAnalysisis….…thepracMceofenablingchangeinanenterprisebydefiningneedsandrecommendingsoluMonsthatdelivervaluetothestakeholders
• Deliveringanawesomecustomerexperience• Requiresstrategicenterpriseengagement• CreatesacommonfocustodrivecollaboraMon• Providesafuturestatevisiontohelpdefinetheneed• EstablishesabaselineagainstwhichsoluMonscanbeevaluated
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Roadmap
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Business Strategy
Value Proposition
Customer Analysis
CX Approach
Performance Measurement
Management (CR, CX, BP)
Relationship Design
Process
Technology
OPERATIONS
Adapted from Adopting Best Practices in Customer Experience Management Gary Batroff, FICO Institute.
STRATEGY
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KnowWhoYourCustomersAreØ SegmentaMonapproaches
– Market– Productsorservicespurchased– Volumeorfrequencyofbusiness– LocaMoninthesupply/deliverychain
– Customerswithsimilarbuyingbehaviors
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Personas
• Tooltobringclaritytothe“customer”• Basedongroupsofcustomerswithsimilarbuyingbehaviors
• Frameworkforcapturingkeyaaributes• Tips
– Baseon“real”customerinput– Definetherightnumberofpersonas– Capturewhateachpersonasays,thinks,feelsanddoes
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Empathy is the ability to see the world as another person, to share and understand their perspectives,
emotions, needs and daily challenges. 14
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WhoAreYourCustomers?• Startwithmajorproductsorcustomercategories• Decomposetolevelofcommonbehaviors
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Members
AcMves
Newhires NearreMrement AcMve Passive
ReMrees
Definedbenefit
DefinedcontribuMon
InacMves
Deferred Smallbalance MIA
Members Employers Beneficiaries Citizens
Each customer group has a different set of expectations, priorities and attributes
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VirtualSchoolCustomerPersonas• Learners
– Highschoolstudent• Homeschool• Creditrecovery• Creditadvancement• AlternaMvelearning• Other
– ProfessionaleducaMonstudent
• Teachers• Administrators• Staff
• OtherCustomers– Educators– Administrators
• Enroller• Guidancecounselor• Mentor• Superintendent• Principal• ExecuMvedirector• Curriculumdirector
– Parent• Highschoolparent• Homeschoolparent
– Legislator16
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Personas:KnowYourCustomers
17Personas help us understand our customers better and keep them real.
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JourneyMaps:ThroughYourCustomers’Eyes
Home Equity Line of Credit Customer Experience Map
1. Stage
2. Customer Actions & Touch Points
3. Think / Expect
4. Emotions & Ratings
GATHER PRODUCT INFO APPLY RECEIVE DECISION SIGN & GET MONEY
• Web site • Contact “person” • Receive call from
Loan Officer s Handoff s Loan Ofcr. call
• Provide information • Provide
documentation • Sign documents
s Email s Records access
• WAIT • Receive decision
s Follow-up s Underwriting s Communication
• Sign papers • Wait for funds • Access to funds
s Closing s Funding
• Timely information • Clear explanations
• As painless as possible!
• Timely communication
• Decision based on all information
• Minimal pain • Easy access • Upfront awareness
of wait period
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Benefits
• WhatItDoes– Enablesyoutothinkabouthowyoudobusinessfromyourcustomer’sview
– IdenMfieswhereintheexperienceimpressionsaremade
– HighlightsmostsignificantpainpointsandopportuniMesforimprovement
– Highlightswheregreatestvalueisoccurringcurrently• WhatItDoesn’tDo
– Mapthedetailsofcurrentinternalprocesses19
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MomentsofTruth• ProcessMap:InsideViewofWhatHappens• CustomerJourneyMap:OutsideView
Ø Lookingfor“MomentsofTruth”(MoT):§ Pain points that will be remembered § Positive interactions that created emotional connection § Interactions (+ or -) that strongly influenced a decision § “Rage quitters”
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ConstrucMngACXJourneyMap
1.MapHigh-LevelFlow
2.ForEachStageAdd:
§ CustomerAcMons§ CorrespondingTouchPointstoYourOrganizaMon
3.DocumentCustomerExpectaMonforEachTouchPoint
Awareness Consideration Purchase Retention Advocacy
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ConstrucMngACXJourneyMap4. ForEachTouchPointAddtheExperience:
– WhattheCustomer“Gets”– HowtheCustomerFeels
012345678910
Positive
Negative
Neutral Positive
Negative
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CapturingCustomerEmoMons• TheBasics
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Happy Meh Sad
Joy Frustration Anger Surprised Bored
Ø Richer Observations
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DisneyJourneyMap1. Stage
2. Customer Actions & Touch Points
3. Think / Expect
4. Outcomes Emotions & Ratings
Plan Prepare Arrive Experience Depart
• ResearchinformaMon
(internet,blogs,chatgroups)• CallDRC
• Reserve• Deposit(internet,DRC)• Pack• Depart(airlines,groundtransportaMon)
• Claimluggage• Transporttoresort(bus,cab,car)• Resortcheck-in(FrontDesk)• Confirm
enMtlements(GuestSvces)
• Playandenjoy(Castmembers,internet,mobiledevice,roomkey)
• Pack• Checkout• Travel(Frontdesk,airlines,groundtransportaMon)
• “Knowme”• Priceconsistency
acrosschannels• Allofferingswith
clearexplanaMons
• Smooth• Uncomplicated• Complete
• “Knowme”• Fast&easyprocess
• Hassle-free• “Knowme”• “Wow”
• Quick&easy
• FrustraMon• Time-consuming• Confusion
• Excited• Anger• Missed
opportuniMes
• Longwaits• FrustraMon• Kidmeltdowns• Hassled
• Surprised&delighted
• Disappointed• Line-weary
• Sad• Rushed
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TheIcebergofCustomerExperience
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• Strategic Needs and Goals • Value Proposition
• Business Process Capabilities • Internal Business Process Execution
• Technology • Readiness to Change
• Culture
Customer Experience
Once the customer experience vision is defined, you can help the business identify the processes, technology and resources needed to deliver
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QuesMons?
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BW Professional Development www.bw.edu/cpd
440-826-2253 [email protected]
Or
Mandy Dietz 904-614-3969
Copyright © 2018 Orion Development Group. V2.0 - 050118