what if you had a drone? - iiba cleveland · value proposition customer analysis cx approach...

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SeeingYourBusinessThroughYourCustomers’Eyes

WhatIfYouHadaDrone?

Mandy Dietz Presenter

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

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

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

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

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

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

Personas:KnowYourCustomers

17Personas help us understand our customers better and keep them real.

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

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

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

what if you had a drone? - iiba cleveland · value proposition customer analysis cx approach...

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