Innovating the Superior Customer Experience

Innova ating the Superior Customer Experience Lynn Hunsaker Strategic Customer Experience Mentor g p Author: • Metrics Y Can Manage For Success You • Custome Experience Improvement Momentum er • Innovatin Superior Customer Experience ng www.ClearAction.biz See Creative Commons License: http://creativecommons.or rg/licenses/by-nc-nd/3.0/us/ © 2009 ClearAction. All rights reserved.

What Is the Custo omer Experience? Means-to-an-End Desired Firm’s Solution Outcomes What C t Wh t Customer Buys B Emotional Functional Product Service Business Model © 2009 ClearAction. All rights reserved.

What Is the Custo omer Experience? Means-to-an-End Desired Firm’s Solution Outcomes What C t Wh t Customer Buys B Emotional Affinities Convenience Functional Product Service Business Model © 2009 ClearAction. All rights reserved.

What Is the Custo omer Experience? Means-to-an-End Desired Firm’s Solution Outcomes What C t Wh t Customer Buys B Culture Policies Processes Emotional Affinities Convenience Functional Product Service Business Model © 2009 ClearAction. All rights reserved.

How to Define the Cu ustomer Experience? Product Money Desired Total T t l Service S i Total T t l Time Ti Outcomes Value Personal Costs Energy Image Psychic Customer’s Perspective © 2009 ClearAction. All rights reserved.

Compare Solution vs. End-Results ns Desired Outcomes Offering O g Offering g Exceeds E Solves Higher Desired D Order En Result nd nd-Result End-Result nology Offering Off O Offering Aligned to High-Value on Desired D to Desired Functio Techn GEL En nd-Result End-Result Impa act Time Adapted from Technolo Assessment for a Better Strategy, by John Milburn, ogy © 2009 ClearAction. All rights reserved. Pragmatic Marketing, V Volume 5, Issue 1.

Analyze Valu Scenarios ue Scenarios Underse erved Customers • Existin solutions should increase ng quality features, conveniences, etc. y, Models Overs shot Customers Desired Outcomes • Existin solutions are more than enough ng Non Customers n-Customers n • Existin solutions present a constraint ng © 2009 ClearAction. All rights reserved.

Blue Ocean O Opportunities Overshot Customers • Open up untapped market space n • Overwhelmed • Leap in value for buyers and firm p Non-Customers • Value Innovation strategy e • Constrained • Integrates the range of a firm’s fun nctional and operational activities: Desired Outcomes -B Break the value-cost trade-off -A Align utility price & cost activities utility, • Ma the competition irrelevant ake • Cre eate & capture new demand Adapted from Blue Oce Strategy: How to Create Uncontested Market Space ean © 2009 ClearAction. All rights reserved. & Make the Competitio Irrelevant, by W. Chan Kim & Renee Mauborgno on

Re-Framing wit Consistency th Overshot Customers • Overwhelmed So olutions Demographics Non-Customers • Constrained Core Desired Essence Outcomes End-Results Adapted from Renovate BBefore You Innovate by Sergio Zyman & Armin Brott © 2009 ClearAction. All rights reserved. and The Innovator’s Solut tion, by Clayton Christensen & Michael Raynor

Build a Unified Vie Company-wide ew Engineering Marketing Finance Manufacturing Quality Operations Legal Service Safety Facilities Sales Purchasing Channels Ch l Desir red Human Resources Partners Outcomes Suppliers Information Technology etc. © 2009 ClearAction. All rights reserved.

Innovate Customer Exp perience Company-wide Department: __________________ Customer’s Our Internal Desired Our Role In Outcomes Customers’ Role es Outcomes In Outcomes Our Possible Detractors to Outcomes Our Possible Value Add to Outcomes Value-Add • Time • Inconsistency • Place • Overload • Access • Waste • Form • Features • … © 2009 ClearAction. All rights reserved.

Address Entire Cus stomer Experience Desired Means-to-an-End Outcomes Culture Policies Processes Affinities Convenience Product Service Business Model Firm s Firm’s Solution © 2009 ClearAction. All rights reserved.

Customer Experience Innovation Creativity e Desired Outcomes Culture Policies Processes Super-system Affinities Affi iti Convenience C i Solutions Product Service Business Model Subsystem Pas st Current Future Integrations Who Action To Whom Desired Self Alternate Why Outcomes Reduce Why Eliminate Outcomes Create Raise Barriers Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo s © 2009 ClearAction. All rights reserved. and from Blue Ocean Strateg by W. Chan Kim & Renee Mauborgno gy,

Customer Experience Innovation Enablers e Suffic cient Common Language Desired Outcomes Ideas Sustaining External Perspective Mind- -set Favor Disruptive Traction Resou urces Manage Uncertainty Culture Policies Processes Affinities Convenience Product Service Capabili ities Channels/Alliances Business Model Execution Scalabi ility Value Chain Adapted from The Innovator’s Guide to Growth, by S Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman © 2009 ClearAction. All rights reserved.

Customer Experience Innovation Enablers e Desired Outcomes Custome x er Value x Innovation Needs Creation Champions x Innovation x O ti Organizational i ti l hampions Ch Alignment Culture Measure Policies Processes Establish Accelerate Cycle Time C l Ti Affinities Convenience Proficiency y Accumulation to Threshold Thresholdd of Experience Product Service Proficiency Business Model Adapted from Innovation: The 5 Disciplines for Creating What Customers Want, by Curtis Carlson & William Wilmot and Breakaway: Deliver Value to Your Customers, b Charles L. Fred by © 2009 ClearAction. All rights reserved.

If You Like These Con ncepts, Get the Book! External & Internal Creativity >40 Tools & Techniques Step-by-Step Guidelines clearaction.biz z/innovation 20% Discount Co ode: SlideShare © 2008 ClearAction. All rights reserved.

Customer Experi ience Resources Podcasts clearaction.podomatic.co clearaction podomatic co om Blog customerexperience.vox.com blogtalkradio.com/customerexperience blogtalkradio com/customerexperience Every Month slideshare.net/clearaction slideshare net/clearaction brighttalk.com/channels/2107/view © 2009 ClearAction. All rights reserved.

Testim monials • “ClearAction taught us things that wouldn’t readily cross our minds t and has increased our efficiency & accuracy in many areas y • We highly recommend ClearActio as a business consultant” on • “ClearAction’s assistance was he elpful • We look forward to working together in future” • “Lynn is a superb strategist, diagn nostician, facilitator & team player • She is the Sh i th most k t knowledgeable p f l d bl professional I k i l know in intertwining voice of the customer and marketing operations” © 2009 ClearAction. All rights reserved.

CEM Mentoring • Cle early see what’s needed to take imm mediate action CEM Enabling • C Clear the way for f organization-wide action i ti id ti 1-877-CEM-RO toll-free OI-4 1-408-687-97 direct 700 Lynn.Hunsaker@C ClearAction.biz © 2009 ClearAction. All rights reserved.

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Innovating the Superior Customer Experience

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