CX Australia – 6th May 2013Commercial in Confidence | Copyright © CX Consulting Pty Ltd 2013An experience vision
What is it?Copyright © CX Consulting Pty Ltd 2013
How many pages?Copyright © CX Consulting Pty Ltd 2013
Imagine carrying this homeCopyright © CX Consulting Pty Ltd 2013
How long will it take to read?Copyright © CX Consulting Pty Ltd 2013
Copyright © CX Consulting Pty Ltd 2013
of companies have awell-developedcustomer experiencestrategy26% 93%of respondents rankedcustomer experience asone of the t...
@aineom@cxconsultingAine.omahony@cxconsulting.com.auwww.cxco.comCopyright © CX Consulting Pty Ltd 2013
Reduce costs and timeReduce siloed thinkingReduce duplication and effortLeverage existing data, IP, documentsIncrease enga...
of customers wouldpay more for abetter customerexperience81% 64%of brands got a ratingof ‘OK’ ‘poor’ or‘very poor’ fromthe...
Copyright © CX Consulting Pty Ltd 2013Customer Experience Maturity
Copyright © CX Consulting Pty Ltd 2013Stages of MaturityInterestedCustomer experience is importantbut receives little atte...
The SEE Framework ©STRATEGICDETAILOrganisational DimensionStrategyEngagementExperienceEXTERNALENVIRONMENTINTERNALENVIRONMENT
Copyright © CX Consulting Pty Ltd 2013Source: Quiet leadership by David RockPhilisophicalSolutionFocusedProblemFocusedDeta...
Copyright © CX Consulting Pty Ltd 2013Source: Quiet leadership by David RockPhilisophicalSolutionFocusedProblemFocusedDeta...
Copyright © CX Consulting Pty Ltd 2013PhilisophicalSolutionFocusedProblemFocusedDetailed...
Copyright © CX Consulting Pty Ltd 2013?#$!!
Copyright © CX Consulting Pty Ltd 2013Awareness/Trigger Research Decision Sales Onboard Use mobile Receive billSolution wa...
Copyright © CX Consulting Pty Ltd 2013Awareness/Trigger Research Decision Sales Onboard Use mobile Receive billSolution wa...
Copyright © CX Consulting Pty Ltd 20131. Understand business2. Understand customers3. Collaborate together 6. Communicate4...
1. Gain agreement2. Map problems3. Build empathy 6. Explore solutions4. Challenge perspectives5. Look holisticallyWorkshop...
Productcreation Research Decision Sales OnboardUsemobileReceivebill...?!Copyright © CX Consulting Pty Ltd 2013
Copyright © CX Consulting Pty Ltd 2013Current andfuture worldFocusareasTangiblesolutionsProblems BenefitsComponents of an e...
Who is your audienceEasy to understandNo explanation neededMemorableEnough detail to be tangibleRealisticCopyright © CX Co...
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentum
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA process
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processShared...
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processShared...
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processShared...
Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processShared...
Copyright © CX Consulting Pty Ltd 2013Consider how you can..Leverage tacit knowledge and IPSynthesis inputs to create work...
Copyright © CX Consulting Pty Ltd 2013Find out more at cxco.com or email Aine.omahony@cxconsulting.com.au
Creating a customer centred organisation takes focused effort,leadership, and a well define customer experience StrategyAn ...
Copyright © CX Consulting Pty Ltd 2013Questions
Copyright © CX Consulting Pty Ltd 2013@aineom@cxconsultingAine.omahony@cxconsulting.com.auwww.cxco.com
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CXCO - CX Australia presentation 2013: An experience vision - The bridge between experience strategy and execution

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A clear unifying experience vision is essential for a successful customer experience strategy. Organisations that go without risk wasting money on unaligned initiatives, not understanding the root cause of their issues and delivering an inconsistent customer experience. A vision tells a story – it is the collective voice of the employees, organisation, and customer. It articulates the strategy for both the organisation and the end experience as a vision on a page – a clear, concise reminder of where we are going and why we are going there.

Aine will be talking about why organisations need an experience vision, the value it delivers, and what it needs to contain to be an effective tool throughout project delivery.

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CXCO - CX Australia presentation 2013: An experience vision - The bridge between experience strategy and execution

  1. 1. CX Australia – 6th May 2013Commercial in Confidence | Copyright © CX Consulting Pty Ltd 2013An experience vision
  2. 2. What is it?Copyright © CX Consulting Pty Ltd 2013
  3. 3. How many pages?Copyright © CX Consulting Pty Ltd 2013
  4. 4. Imagine carrying this homeCopyright © CX Consulting Pty Ltd 2013
  5. 5. How long will it take to read?Copyright © CX Consulting Pty Ltd 2013
  6. 6. Copyright © CX Consulting Pty Ltd 2013
  7. 7. of companies have awell-developedcustomer experiencestrategy26% 93%of respondents rankedcustomer experience asone of the topstrategic priorities fortheir organisationSource: eConsultancy customer experience report, Forester, state of customer experience 2012Copyright © CX Consulting Pty Ltd 2013
  8. 8. @aineom@cxconsultingAine.omahony@cxconsulting.com.auwww.cxco.comCopyright © CX Consulting Pty Ltd 2013
  9. 9. Reduce costs and timeReduce siloed thinkingReduce duplication and effortLeverage existing data, IP, documentsIncrease engagement and buy-inIncrease understanding of what you’re tryingto achieveIncrease alignment and build momentumWhy - it will help youCopyright © CX Consulting Pty Ltd 2013
  10. 10. of customers wouldpay more for abetter customerexperience81% 64%of brands got a ratingof ‘OK’ ‘poor’ or‘very poor’ fromtheir customersCopyright © CX Consulting Pty Ltd 2013
  11. 11. Copyright © CX Consulting Pty Ltd 2013Customer Experience Maturity
  12. 12. Copyright © CX Consulting Pty Ltd 2013Stages of MaturityInterestedCustomer experience is importantbut receives little attentionInvestedCustomer experience is very important,and formalised programs emerge.CommittedCustomer experience is criticaland execs are actively involvedEngagedCustomer experience is a corepiece of the firm’s strategyEmbededCustomer experience is ingrainedin the fabric of the company12345
  13. 13. The SEE Framework ©STRATEGICDETAILOrganisational DimensionStrategyEngagementExperienceEXTERNALENVIRONMENTINTERNALENVIRONMENT
  14. 14. Copyright © CX Consulting Pty Ltd 2013Source: Quiet leadership by David RockPhilisophicalSolutionFocusedProblemFocusedDetailed
  15. 15. Copyright © CX Consulting Pty Ltd 2013Source: Quiet leadership by David RockPhilisophicalSolutionFocusedProblemFocusedDetailedImaginepossibilitiesMeaning andimpact ofproblemsProblemidentificationDetailedsolutions andspecificationsCopyright © CX Consulting Pty Ltd 2013
  16. 16. Copyright © CX Consulting Pty Ltd 2013PhilisophicalSolutionFocusedProblemFocusedDetailed...
  17. 17. Copyright © CX Consulting Pty Ltd 2013?#$!!
  18. 18. Copyright © CX Consulting Pty Ltd 2013Awareness/Trigger Research Decision Sales Onboard Use mobile Receive billSolution wasfocused here
  19. 19. Copyright © CX Consulting Pty Ltd 2013Awareness/Trigger Research Decision Sales Onboard Use mobile Receive billSolution wasfocused hereHolistic thinkingBEFOREdefining solutions
  20. 20. Copyright © CX Consulting Pty Ltd 20131. Understand business2. Understand customers3. Collaborate together 6. Communicate4. Define strategy5. CreateVisionCreating a visionBuilds engagement,alignment,understanding andmomentum
  21. 21. 1. Gain agreement2. Map problems3. Build empathy 6. Explore solutions4. Challenge perspectives5. Look holisticallyWorkshopstructureWorkshop structureCopyright © CX Consulting Pty Ltd 2013
  22. 22. Productcreation Research Decision Sales OnboardUsemobileReceivebill...?!Copyright © CX Consulting Pty Ltd 2013
  23. 23. Copyright © CX Consulting Pty Ltd 2013Current andfuture worldFocusareasTangiblesolutionsProblems BenefitsComponents of an experience visionValuepropositionDesignprinciples
  24. 24. Who is your audienceEasy to understandNo explanation neededMemorableEnough detail to be tangibleRealisticCopyright © CX Consulting Pty Ltd 2013Vision considerations
  25. 25. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentum
  26. 26. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA process
  27. 27. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processSharedobjectives
  28. 28. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processSharedobjectivesEmpathy andexperiences
  29. 29. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processSharedobjectivesEmpathy andexperiencesSharedresponsibility
  30. 30. Copyright © CX Consulting Pty Ltd 2013What is key here is…EngagementAlignmentUnderstandingOwnershipMomentumA processSharedobjectivesEmpathy andexperiencesSharedresponsibilityAhamoments
  31. 31. Copyright © CX Consulting Pty Ltd 2013Consider how you can..Leverage tacit knowledge and IPSynthesis inputs to create workable toolsFacilitate workshops with front and back officeConsider how to create aha momentsUse the momentum to operationalise
  32. 32. Copyright © CX Consulting Pty Ltd 2013Find out more at cxco.com or email Aine.omahony@cxconsulting.com.au
  33. 33. Creating a customer centred organisation takes focused effort,leadership, and a well define customer experience StrategyAn experience vision articulates your strategy, engages all levels of yourorganisation, and is tangible enough to use through project delivery.A collaborative approach is needed to create the vision to increaseengagement, alignment, understanding and momentum.Copyright © CX Consulting Pty Ltd 2013Key take aways…123
  34. 34. Copyright © CX Consulting Pty Ltd 2013Questions
  35. 35. Copyright © CX Consulting Pty Ltd 2013@aineom@cxconsultingAine.omahony@cxconsulting.com.auwww.cxco.com

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