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Excellent isn't good enough anymore - now you need to deliver the experience, too.

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CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT. ...

CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT.
This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.

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Excellent isn't good enough anymore - now you need to deliver the experience, too. Excellent isn't good enough anymore - now you need to deliver the experience, too. Presentation Transcript

  • CIO Day 2010: C²IO; most CredibleChief!
    Chris Parker: SVP & CIO, LeasePlan Corporation
    16 November 2010: Noordwijkerhout, the Netherlands
  • Develop robust strategy
    Identify business benefits
    Provide expert advice
    Develop architecture
    Policy, Compliance & Risk
    Manage change programmes
    Collaborate with business
    Prepare & manage plans and budget
    Match demand with supply
    Manage & develop resources
    Manage external consultants
    Develop applications/solutions
    Monitor IT systems performance
    Develop quality strategy
    We demand excellence from our service providers:
    Source: CIO profiles provided by Harvey Nash
  • Consumerisation
    + Commercialisation
    = Commoditisation
  • “Increasingly, technology is going to matter more in the economic offering. The CIO has a huge responsibility to contribute to that.”
    Joe Pine, co-author of Experience Economy and Authenticity
  • User Experience
    Customer Relationship
    Operational Excellence
    Customer Experience
    Customer Service
    Experience Economy
  • Position Yourself or be Positioned
    Provide excellent service to your internal customers
    Proactively advise on experience improvements
    Own the opportunity of introducing new customer experiences
  • Delivering the User Experience
     Ensure UX is part of development efforts
     Have a game designer analyse how UX can improve your user’s productivity
     Go and physically use the systems you provide your customers
     Use and understand the latest consumer fads
     Develop user experience guidelines & policies
     Have your sites reviewed for UX improvements
     Build and manage the UX design team
     Manage your company’s e-commerce products
     Become your company’s User Experience Evangelist
  • Delivering Customer Service
    • Deliver internal service as per your brand promise
    • Start a ‘bring your own equipment’ pilot in your company
     Hire a marketing firm to help you ‘sell’ IT operations & projects internally
     Adopt ‘people as the perimeter’ security philosophy
     Advise on customer facing process improvements
     Develop smart games for service training
     Introduce chat functionality for service interaction
     Manage the mystery shopper activity for your company
     Manage a social networking response team
     Become your company’s Customer Service Director
  • Delivering the Customer Relationship
     Ensuring latest functionality is available in CRM
    • Use your companies CRM for internal customers
     Arrange for a external social networks to be monitored
     Introduce a ‘bring your own equipment’ service for super users
     Proactively mine BI for customer intelligence insights
    • Recommend & enable metrics like Net Promoter Score
    • Provide a lifetime customer value framework
     Manage your loyalty/rewards programme to drive customer behaviour
     Develop a product which is using CRM information to customise services
     Become your company’s VP of Social Strategy
  • Delivering Operational Excellence
     Provide efficient & effective IT support possible
     Outsource or vaporise (into the cloud) any commodity activities or services
     Utilise Agile development methodologies
     Improve your performance with Lean Thinking interventions
     Ensure an experience policy is included in BPO SLA’s
     Introduce BPMS layer to separate the user from legacy
     Investigate process automation and augmentation
     Mobilise the process with smartphone applications
    • Lead a Voice of the Customer (VoC) investigation
    • Investigate ‘process utility’ opportunities with a competitor
     Develop a mass customisable product & bring it to market
     Become your company’s VP of Productivity Improvement
  • Delivering the Customer Experience
     Develop a holistic digital touch-point strategy & architecture
     Investigate CEM software solutions
     Identify new ways of capturing (real-time) customer information
     Champion social networking internally
     Identify and highlight existing social communities
     Develop a cross-functional customer experience map
     Use customer analytics to customise products
     Move IT strategy and CISO roles into the business line
    • Create and manage internal & external co-creation channels
    • Conduct emotional experience analysis with heart beat monitors
     Become your company’s Chief Experience Technologist
  • Delivering in the Experience Economy
     Decide to stop being the ‘experience prevention department’
     Go to the US and experience Best Buy’s ‘Geek Squad’
     Review your entire enterprise architecture for experience consistency
     Conduct a ‘Web 2.0’ style co-creation event
    • Host an experience based innovation event
     Learn about the future of biometrics & neuroexperience
     Propose a holistic ‘experience statement & policy’
    • Create an experience centre for your company
     Develop & propose new experience-based business models
    • Present experience economy to your peers at CIO Day
     Become your company’s Chief Experience Officer
  • User Experience
    Customer Relationship
    Operational Excellence
    Customer Experience
    Customer Service
    Experience Economy
  • Experiences to AVOID!
    Don’t move into the experience space without thinking, and causing damage to your brand and culture.
    Don’t focusing too much on ‘wowing’ customers. Your experience may lack authenticity – it must be real!
    Don’t bring UX in as a (last) step in the process.
    Don’t get stuck in ‘cost to serve’ model which tell you what you can’t do – focus on what you believe you should do!
    Don’t hesitate moving into experiences because your management colleagues don’t get it – they will!
  • Consumerisation
    + Commercialisation
    + Customer
    = Credibility!
  • Now it’s time to choose!
    Provide excellent service to your internal customers
    Proactively advise on experience improvements
    Own the opportunity of introducing new customer experiences
  • Special thanks to the people who enabled this experience:
    Joe Pine from Strategic Horizons, co-author of Experience Economy and Authenticity
    Albert Boswijk from The European Centre for the Experience Economy, author of Experience Economy – A New Perspective
    Ted Schadler from Forrester Research, co-author of Empowered – Unleash Your Employees, Energize Your Customers, Transform Your Business
    Harry Arends from Forrester Research
    Steven Walden from Beyond Philosophy, co-author of Customer Experience – Future Trends & Insights
    Robert-Jan Hagens & Olaf Acker from Booz & Company
    Roland Steenvoorde from Harvey Nash
    Laetitia Chesneau, Bill Below & Stéphane Munier from Aastroem Munier BBN
    Rob Beijleveld, Jorick van der Vlies, Valerie Nuyten & Hotze Zijlstra and the CIO Day team from ICT Media
  • Want to experience more?
    The Experience Economy: Work Is Theatre & Every Business A Stage;Pine & Gilmore (1999)
    Authenticity: What Consumers Really Want;Pine & Gilmore (2007)
    The Experience Economy: A New Perspective;Boswijk, Thijssen & Peelen (2007)
    Empowered – Unleash Your Employees, Engergize Your Customers, Transform Your Business;Bernoff & Schadler (2010)
    Customer Experience: Future Trends & Insights;Shaw, Dibeehi & Walden, (2010)
    The DNA of Customer Experience: How Emotions Drive Value & Destroy Value;Shaw (2007)
    Revolutionize Your Customer Experience;Shaw (2005)
    Customer Experience Management: A revolutionary approach to connecting with your customers;Schmitt (2003)
    Customer Experience Strategy: The Complete Guide From Innovation to Execution;Arussy (2010)
    Strategic Customer Service;Goodman (2009)
    Service is Front Stage: Positioning services for value advantage;Teboul (2006)
    Operational Excellence: Using Lean Six Sigma to Translate Customer Value through Global Supply Chains;Martin (2008)
    Effective UI: The Art of Building Great User Experience in Software:Andersen , McRee & Wilson (2010)
  • Want to experience even more?
    www.strategichorizons.com
    www.ted.com/talks/joseph_pine_on_what_consumers_want.html
    www.experience-economy.com
    www.booz.com/global/home/what_we_do/services/operations
    www.beyondphilosophy.com
    www.aastroem-munier-bbn.com/thinkmobile.html
    www.jeffbullas.com
    www.mashable.com
    www.customerthink.com
    www.effectiveui.com
    www.shopperculture.com
    www.youtube.com/watch?v=u6XAPnuFjJc&feature=youtube_gdata
    www.slideshare.net/sjbrinker/the-case-for-a-chief-marketing-technologist
  • Want to experience still more?
    http://www.forrester.com/marketing-research/customer-experience
    Welcome To The Empowered Era; 1 Nov 2010
    How To Prepare For The Era Of Experience; 18 Oct 2010
    What Is The Right Customer Experience Strategy?; 28 Sep 2010
    Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs; 25 Jun 2010
    Customer Experience Executives’ Top Priorities For 2010; 23 Jun 2010
    How To Create A Social Customer Service Strategy; 10 May 2010
    Three Secrets Of Success For Customer Experience Organizations; 29 Apr 2010
    The State Of Customer Experience, 2010; 19 Feb 2010
    Lean Thinking: Mining The End User Experience; 19 Jan 2010
    Best Practices: Five Strategies For Customer Service Social Media Excellence; 14 Aug 2009
  • Experience concepts according to Wikipedia
    User eXperience (UX) is about how a person feels about using a system. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction (HCI) and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system.
    Customer service is the provision of service to customers before, during and after a purchase. Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.
    Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.
    Operational Excellence is a philosophy of leadership, teamwork and problem solving resulting in continuous improvement throughout the organization by focusing on the needs of the customer, empowering employees, and optimizing existing activities in the process
    .
    Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.
    The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore, titled "The Experience Economy". In it they described the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy.
  • “Opportunities are never lost; someone will take the one you miss.”
    Anonymous
    Chris Parker
    cparker@live.nl
    http://nl.linkedin.com/in/cgparker22
     Actions I have already done
    • Things I plan to do in the near future
     Ideas I have not yet worked into my strategy