Seven Strategic Questions - Colin Shaw

2,721 views
2,510 views

Published on

Published in: Business, Education
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,721
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Seven Strategic Questions - Colin Shaw

  1. 1. Customer Experience Study Tour<br />
  2. 2. Seven Key Strategic questions to improve your Customer Experience <br />
  3. 3. 3<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  4. 4. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />Is your Customer Experience deliberate?<br />What do your Customers really want?<br />What provides you with the most value?<br />How Customer centric is your organisation?<br />4<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  5. 5. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />5<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  6. 6. 6<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  7. 7. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />7<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  8. 8. 8<br />Over 50% of a <br />Customer Experience <br />Is about emotions<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  9. 9. Independent academic endorsement….<br />9<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  10. 10. IBM Emotional Signature®<br />10<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  11. 11. We see here how the emotional engagement gets progressively worse as the customer goes through to the end of the experience<br />3<br />2<br />1<br />Servicing my Account<br />Getting a Card<br />Using my Card<br />4<br />5<br />6<br />11<br />Ending my Relationship<br />Extending my Relationship<br /> Having Financial Difficulty<br />www.beyondphilosophy.com<br />Beyond Philosophy © All rights reserved. 2001-2010<br />
  12. 12. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />12<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  13. 13. 13<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  14. 14. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />Is your Customer Experience deliberate?<br />14<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  15. 15. 15<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  16. 16. 16<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  17. 17. 17<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  18. 18. Darren CornishVP Customer Experience, Aviva<br />18<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  19. 19. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />Is your Customer Experience deliberate?<br />What do your Customers really want?<br />19<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  20. 20. 20<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  21. 21. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />Is your Customer Experience deliberate?<br />What do your Customers really want?<br />What provides you with the most value?<br />21<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  22. 22. Are you targeting your resources in the right place?<br />22<br />Web based billing<br />
  23. 23. 23<br />This is a science…Structural Equation Model<br />Beyond Philosophy © Allrightsreserved. 2001-2010<br />
  24. 24. Key Strategic questions…<br />What is the Customer Experience you are trying to deliver?<br />What are the emotions you are trying to evoke?<br />What is your subconscious experience telling Customers?<br />Is your Customer Experience deliberate?<br />What do your Customers really want?<br />What provides you with the most value?<br />How Customer centric is your organisation?<br />24<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  25. 25. 25<br />Beyond Philosophy © All rights reserved. 2001-2009<br />
  26. 26. 26<br />© Beyond Philosophy. 2001-2010<br /> All rights reserved<br />
  27. 27. Naïve to Natural Traits<br />Naïve Orientation<br />An organization that focuses on themselves to the detriment of the customer. They are “inside out” either through choice or because they don’t know what they should be doing.<br />Traits<br /><ul><li>Very product focused – price and features led
  28. 28. Reactive to customer demands
  29. 29. Do not measure customer satisfaction
  30. 30. Deliver a very physically based Customer Experience
  31. 31. Employees are treated poorly and not given any authority to recompense customers
  32. 32. Product siloed organization
  33. 33. Customers asked to call on separate numbers for different parts of the organization
  34. 34. Efficiency and productivity are the most important KPI’s – Not customer KPI’s
  35. 35. People reward on sales productivity and efficiency
  36. 36. Organisation dictates which channel customers use</li></li></ul><li>Naïve to Natural Traits<br />Transactional Orientation<br />An organization that focuses primarily on the physical aspects of the Customer Experience. They have recognized the importance of the customer, however, their focus is rudimentary as many aspects of the Customer Experience remain left to chance, are uncoordinated and “inside out”. They are typically reactive to customer demands.<br />Traits<br /><ul><li>Customer Key Performance Indicators (KPI’s) now included but all physically based
  37. 37. Functionally organized and have recognized need for Customer Service
  38. 38. Contact with customer via 800, looked at coordination, extensive call menus are used to screen calls
  39. 39. Take into account Customer Physical expectations
  40. 40. Senior Managers spend limited amount of time with customers
  41. 41. No complete view of customer on systems
  42. 42. No defined Customer Experience
  43. 43. Recruit people with right attitude, rather than just skills
  44. 44. Training takes place on how to deal with difficult customers
  45. 45. Employees given some limited authority</li></li></ul><li>Naïve to Natural Traits<br />Enlightened Orientation<br />An organization that has recognized the need for a holistic, coordinated and deliberate approach to the Customer Experience. They are proactive in nature towards the Customer and orchestrate emotionally engaging Customer experiences. They stimulate planned emotions.<br />Traits<br /><ul><li>They have defined their Customer Experience
  46. 46. They focus on stimulating planned emotions and build these into the design of their Customer Experience
  47. 47. They have recognized customers have emotional expectations and plan how to meet and exceed these
  48. 48. Have started to align the employee experience and their Customer Experience
  49. 49. Employ people with emotional capabilities
  50. 50. Look at the end to end Customer Experience
  51. 51. Have appointed a Customer Experience Director/Vice-President and established a Customer Experience council
  52. 52. Customer involved in design of processes
  53. 53. Integrated systems, “complete view of customer” achieved
  54. 54. Customer Experience measures account for large part of bonus</li></li></ul><li>Naïve to Natural Traits<br />Natural Orientation<br />An organization where focus on the customer is total. They are very proactive and are naturally focused on the complete Customer Experience. In order to produce memorable and captivating Customer Experiences they use specific senses to evoke planned emotions.<br />Traits<br /><ul><li>They are completely focused on the customer
  55. 55. The customer is in their DNA
  56. 56. They have a deliberate Customer Experience and a clearly defined Customer Experience statement
  57. 57. Systems are built to improve the Customer Experience
  58. 58. The culture is designed, and aligned to the Customer Experience
  59. 59. They focus on depth of emotion
  60. 60. They consciously use sense to provide a captivating experience
  61. 61. They have an integrated approach to the customer
  62. 62. They have an Customers journeys mapped from a physical, emotional and sensory perspective
  63. 63. They understand customer sensory expectations</li></li></ul><li>31<br />© Beyond Philosophy. 2001-2010<br /> All rights reserved<br /><ul><li>What should ‘Pfizer’ do?
  64. 64. What should/could I do?</li>

×