1. World Class “Customer Engagement” Practices
comes to your doorstep
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2. Institute of Customer Experience Management
Enabling
Our VISION
To develop the study and application of the science
of Customer Experience Management, to address
challenges of growth and profitability of Consumer
intensive businesses.
Internal Customers
Our MISSION
&
To promote and enhance the culture of customer-
centricity by equipping all persons across
organization levels engaged or wishing to be engaged
in the consumer intensive businesses with the right
mindset, skill set and knowledge or processes, thus
enabling them to contribute to the maximization of
customer life-time value and profits.
External Customers

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4. What is Innovation
Derived from Latin word
• Innovatus i.e. to renew or change
In layperson term
• New ways of doing existing tasks
In the business context
• New ways to manage
People/Product/Process/Physical &
virtual environment in which
business operates
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5. Why Innovate
To enhance
competitiveness in Enter new markets Create New market
existing market space
Multiple flavors of Tea -
Twinings Premium watch market Mobile data – Tata
Xylys/Nebula Dongle
Multiple tariff options -
Vodafone
Budget airline -
Budget Hotels
Deccan
24x7 pharmacy -
Wellness
Indian executive Easy disposal of
Home delivery + credit education – unwanted merchandise
Local Kirana Harvard - ebay
Must be perceived by customers as offering a new benefit of sufficient appeal
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6. Product /Service Innovation
E.g. Ticket for an Indigo flight or a punctual/safe and comfortable
journey to our destination?
Should we then innovate around product/services or around customers?
This is called Service Logic innovation.
Making the shift from product/service orientation to customer enablement orientation.
IPAD : Quality of life enhancement and not a tablet device.
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7. Innovating the Customer Ecosystem
Acquisition
channel +
Delivery
Options
Disposal of Pricing &
renewal Payment
options Options
Non core
Usage
feature
support
enhanceme
options
nt options
Innovating around the customer as buyer, payer or user
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8. Innovation in Core Products - Service Sector
Credit Card
Credit card/ debit card/Prepaid card/Airline specific card
Standard Room/Superior Room/Executive
Hotels Room/Smoking/Non Smoking Rooms/Suites/Themed
Suites
Airlines Economy/Premium Economy/Business Class/First Class
Telecom 2G/Edge/3G/4G
Saving Account/Current Ac/Wealth
Banks management/Corporate Banking/Investment Banking
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9. Innovation in Customer Ecosystem
Pricing & Acquisition & Non core features Usage Support Deposit &
Payment options Delivery options enhancement options Renewal
Laundry options
Telecom Automobile
Durable
Mobiles
Prepaid/post Onsite or Online
paid/tenure/pulsing Home pic ups
Fixed delivery
Cars Data transfer
Overnight services
Hanger/folded Data Storage Guaranteed price
Service centers
Consumer Electronics Theft insurance Home pic up and drop Buy Back
Price protection Up Grade
Airlines 24 hours help line
Mobile services concessions
Company store Backup Vehicles Recycling
cash down
Multi Brand store + Remote assistance
Installment Pre ordered meals
online store Auto Reminder
Lease Pre ordered
Home delivery with services
Shopping pillows/Blankets
installation
Healthcare Reading material
Special Check in
Hospitals
Cash
Satellite clinic
Credit card
Telemedicine
Cash back
Mobile clinic
Bonus Points 9
Online services

10. Service Blue Printing: A Practical Technique
for Service Innovation
All parts of the organisation must be focused on the common goal of creating an integrated/memorable & favorable
experience
Mapping of customer expectations is the first step of the journey
Use blue printing to create a visual depiction of the various “moments
of truth” and the steps is the process
Plot the process against the organisation
structure
Highlight the following:
Customer actions (PtoP &
P2M)
Onstage employee
action(P to P/P to IP & P
to M)
Backstage employee
action (P to IP/ P to M)
Offstage or Support
functions
Physical evidence
Potential failure points &
service recovery steps
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11. Blueprint for Overnight Hotel Stay Service
Desk Elevato Deliv. Room Bill
Cart 4 Cart 4
Physical Ad/We
Hotel
bags
Paper r
bags
tray Ameniti Lobby
Evidence exterior work hallway Menu Food Food es Hotel
bsite emply emply Exte.
parking Lobby s appearnc Bathroo
dress dress Parking
Key Rooms e m
Customer Give
Make Call Receive Check
Arrive bags to Check Go to Receive Sleep/s
Actions reserva room food Eat out &
at Hotel bellpers in room bags hower
tion service Sign/tip leave
on
Line of Interaction
Onstage/
Visible Greet & Process Process
Contact Deliver Deliver
take registra checko
bags food
Employee bags tion ut
Actions
Line of visibility
Backstage/
Make
Invisible Take Take
reserva
Contact tion for bags to food
Employee guest room order
Actions Line of Internal Interaction
Support Reserva Registra Registra
Prepare
Processe tion tion tion
food
s system system system
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12. Creating the Climate
Companies need to take customer 1st perspective to succeed
with innovation. “Peter Drucker”
Keep to successful innovation is that “Consumer’s Boss”
mindset. A G Lafley Former CEO P&G
Create culture that supports new ideas/risk taking/failure.
Invest in employee capability enhancement/believe in
building human capital
Is very good with deploying & leveraging technology
Constantly dialogues/researches its customers to understand
desired & unanticipated needs
Create dedicated team & time allocation for innovation
activities.
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13. I slept and dreamt that life
was joy. I awoke and saw
that life was service. I
acted and behold, service
was joy.
Rabindranath Tagore
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14. Let’s begin
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