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Innovating the Superior Customer Experience
 

Innovating the Superior Customer Experience

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Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when ...

Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when you innovate the entire customer experience.

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    Innovating the Superior Customer Experience Innovating the Superior Customer Experience Presentation Transcript

    • Innovating the Superior Customer Experience www.ClearActionCX.com
    • What Is the Customer Experience? Desired End-Result What Customer Buys © Copyright ClearAction LLC. All rights reserved.
    • What Is the Customer Experience? Desired End-Result What Customer Buys Emotional Functional © Copyright ClearAction LLC. All rights reserved.
    • What Is the Customer Experience? Means-to-an-End Firm’s Solution Desired End-Result What Customer Buys Emotional Functional © Copyright ClearAction LLC. All rights reserved.
    • What Is the Customer Experience? Means-to-an-End Firm’s Solution Desired End-Result What Customer Buys Emotional Functional Product Service Business Model © Copyright ClearAction LLC. All rights reserved.
    • What Is the Customer Experience? Means-to-an-End Firm’s Solution Desired End-Result What Customer Buys Emotional Affinities Convenience Product Service Business Model © Copyright ClearAction LLC. All rights reserved. Functional
    • What Is the Customer Experience? Means-to-an-End Firm’s Solution Desired End-Result What Customer Buys Culture Policies Processes Emotional Affinities Convenience Functional Product Service Business Model © Copyright ClearAction LLC. All rights reserved.
    • How to Define the Customer Experience? Desired End-Result © Copyright ClearAction LLC. All rights reserved.
    • How to Define the Customer Experience? Product Desired End-Result Total Value Service Personal Image Money Total Costs Customer’s Perspective © Copyright ClearAction LLC. All rights reserved. Time Energy Psychic
    • How to Define the Customer Experience? 360°View Desired End-Result © Copyright ClearAction LLC. All rights reserved.
    • How to Define the Customer Experience? 360°View Desired End-Result © Copyright ClearAction LLC. All rights reserved.
    • Compare Solutions vs. End-Results Function Desired End-Result ‘Good Enough’ Line Time Adapted from The Innovator’s Solution, by Clayton Christensen & Michael Raynor © Copyright ClearAction LLC. All rights reserved.
    • Compare Solutions vs. End-Results GEL Offering Exceeds Desired End-Result Technology Function Desired End-Result Offering Solves Higher Order End-Result Offering Aligned to Desired End-Result Offering High-Value to Desired End-Result Impact Time © Copyright ClearAction LLC. All rights reserved. Adapted from Technology Assessment for a Better Strategy, by John Milburn, Pragmatic Marketing, Volume 5, Issue 1.
    • Analyze Value Scenarios Scenarios Underserved Customers • Existing Models solutions should increase quality, features, conveniences, etc. Overshot Customers Desired End-Result • Existing solutions are more than enough Non-Customers • Existing © Copyright ClearAction LLC. All rights reserved. solutions present a constraint
    • Blue Ocean Opportunities Overshot Customers • Open up untapped market space • Overwhelmed • Leap in value Non-Customers • Constrained • Value Innovation strategy Desired End-Result for buyers and firm • Integrates the range of a firm’s functional and operational activities: - Break the value-cost trade-off - Align utility, price & cost activities • Make the competition irrelevant • Create & capture new demand © Copyright ClearAction LLC. All rights reserved. Adapted from Blue Ocean Strategy: How to Create Uncontested Market Space & Make the Competition Irrelevant, by W. Chan Kim & Renee Mauborgno
    • Re-Framing with Consistency Overshot Customers • Overwhelmed Non-Customers • Constrained Desired End-Result Solutions Demographics Core Essence End-Results © 2009 ClearAction. All rights reserved. Adapted from Renovate Before You Innovate by Sergio Zyman & Armin Brott and The Innovator’s Solution, by Clayton Christensen & Michael Raynor
    • Prioritize by Customer Lifetime Value Scenarios Models ∑ Profit Desired End-Result © Copyright ClearAction LLC. All rights reserved.
    • Build a Unified View Company-wide Engineering Marketing Manufacturing Finance Quality Operations Legal Safety Service Facilities Sales Purchasing Channels Desired End-Result Partners Information Technology Suppliers etc. © Copyright ClearAction LLC. All rights reserved. Human Resources
    • Build a Unified View Company-wide Department: __________________ Our Role In End-Result Our Internal Customers’ Roles In End-Result Internal Compass • Visceral Response • Results • © Copyright ClearAction LLC. All rights reserved. Desired End-Result
    • Innovate Customer Experience Company-wide Department: __________________ Our Role In End-Result Our Internal Customers’ Roles In End-Result Customer’s Desired End-Result Internal Compass • Visceral Response • Results • Our Possible Detractors to End-Result Inconsistency • Overload • Waste • © Copyright ClearAction LLC. All rights reserved. Our Possible Value-Add to End-Result • Time • Place • Access • Form • Features • … Adapted from The Elegant Solution: Toyota’s Formula for Mastering Innovation, by Matthew E. May and Renovate Before Your Innovate, by Sergio Zyman & Armin Brott
    • Address Entire Customer Experience Desired End-Result Means-to-an-End Culture Policies Processes Affinities Convenience Product Service Business Model Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
    • Customer Experience Innovation Creativity Solutions Culture Policies Processes Affinities Convenience Product Service Why End-Result Business Model Barriers Solutions © Copyright ClearAction LLC. All rights reserved. Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno
    • Customer Experience Innovation Creativity End-Result Culture Policies Processes Super-system Affinities Convenience Product Service Solutions Business Model Past Subsystem Current Future Solutions Why End-Result Barriers Solutions © Copyright ClearAction LLC. All rights reserved. Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno
    • Customer Experience Innovation Creativity End-Result Culture Policies Processes Super-system Affinities Convenience Product Service Solutions Business Model Past Subsystem Current Future Solutions Who Action To Whom Desired Self Why End-Result Barriers Solutions © Copyright ClearAction LLC. All rights reserved. Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno Alternate
    • Customer Experience Innovation Creativity End-Result Culture Policies Processes Super-system Affinities Convenience Product Service Solutions Business Model Past Subsystem Current Future Solutions Who Action To Whom Desired Self Alternate Why End-Result Barriers Solutions © Copyright ClearAction LLC. All rights reserved. Reduce Eliminate End-Result Raise Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno Create
    • Customer Experience Innovation Enablers Desired End-Result Sufficient Common Language Ideas Sustaining External Perspective Culture Policies Processes Affinities Convenience Product Service Business Model Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman © Copyright ClearAction LLC. All rights reserved.
    • Customer Experience Innovation Enablers Desired End-Result Sufficient Common Language Ideas Sustaining External Perspective Mind-set Favor Disruptive Traction Resources Manage Uncertainty Culture Policies Processes Affinities Convenience Product Service Business Model Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman © Copyright ClearAction LLC. All rights reserved.
    • Customer Experience Innovation Enablers Desired End-Result Sufficient Common Language Ideas Sustaining External Perspective Mind-set Favor Disruptive Traction Resources Manage Uncertainty Culture Policies Processes Affinities Convenience Product Service Capabilities Channels/Alliances Execution Business Model Scalability Value Chain Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman © Copyright ClearAction LLC. All rights reserved.
    • Customer Experience Innovation Enablers Desired End-Result Customer Needs x x Value Creation Innovation Champions x x Innovation Champions Organizational Alignment Culture Policies Processes Affinities Convenience Product Service 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, by Charles L. Fred © Copyright ClearAction LLC. All rights reserved.
    • Customer Experience Innovation Enablers Desired End-Result Customer Needs x x Value Creation Innovation Champions x x Innovation Champions Organizational Alignment Culture Policies Processes Affinities Convenience Product Service Establish Proficiency Threshold Accelerate Accumulation of Experience 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, by Charles L. Fred © Copyright ClearAction LLC. All rights reserved. Measure Cycle Time to Threshold Proficiency
    • Resources for Learning More About CEM Best Practices e-books available at ClearActionCX.com/innovation or Amazon Kindle: Metrics You Can Manage For Success Customer Experience Improvement Momentum Innovating Superior Customer Experience Customer Experience Optimization Talk Show Hear interviews with companies such as: Adobe, Aon, CenturyLink, Cisco, Citrix, Coca Cola Enterprises, Dell, EMC, GE, HP, ICW, Intuit, Kimpton, NCR, Philips, Safelite, Sungard, SunTrust, Symantec, TELUS, tw telecom, Virgin Mobile, Wells Fargo http://ClearActionCX.com/podcasts white paper available at ClearActionCX.com/cx-articles Employee Engagement in Superior Customer Experience: 4 Overlooked Key Competencies for Sustainable Results See more at http://ClearActionCX.com/best-practices © Copyright ClearAction LLC. All rights reserved.
    • Our Team of Seasoned Practitioners Gives You the Upper Hand in CEM ClearAction is a consulting firm that helps organizations build enterprise-wide customer-focus and customer experience differentiation. Everyone on the ClearAction team has been responsible for employee engagement in customer experience improvement as employees at Applied Materials, AutoZone, Bharti Airtel, British Telecom, Deluxe Financial Services, Earthlink, Merck, Sonoco, TELUS. We welcome an opportunity to get acquainted with you! At these companies our roles have included SVP-Client Experience, SVP-Customers First Culture, VP-Customer Retention, Chief Customer Officer, Head of Corporate Quality, Director of Customer Service, Director of Marketing, Customer Satisfaction Improvement Manager, Voice of the Customer Manager, Strategic Information Manager. Send us a note: OptimizeCX@ClearActionCX.com © Copyright ClearAction LLC. All rights reserved.
    • ClearAction Consulting Clients “ClearAction taught us things that wouldn’t readily cross our minds and has increased our efficiency & accuracy in many areas. We highly recommend ClearAction as a business consultant.” Partial List © Copyright ClearAction LLC. All rights reserved. Send us a note: OptimizeCX@ClearActionCX.com
    • Assess the Strength of Your CEM Strategy Let’s take a look at the quality of your customer experience management strategy. Tap into our broad expertise across all aspects of CEM. We’ll show you ways to engage stakeholders, demonstrate value, and increase business results. Complimentary Assessment of 1 Building Block Send us a note: OptimizeCX@ClearActionCX.com © Copyright ClearAction LLC. All rights reserved. Full Assessment of All Building Blocks
    • Leapfrog Competitors with Superior Customer Experience Knowledge 6 modules: • Customer Experience Strategy • Customer-Centric Culture • Customer Insight & Understanding • Adoption & Accountability • CX Design, Improvement, Innovation • Metrics, Measurement & ROI CX Optimization is company-wide alignment with customer priorities for organic revenue and profit growth (CXO is more cultural & preventive than CEM.) © Copyright ClearAction LLC. All rights reserved. Send us a note: OptimizeCX@ClearActionCX.com
    • Request a Presentation of the B2B CEM Study Findings & Recommendations Executive Summary & Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Duration & Scope of Business-to-Business Customer Experience Management Efforts . . . . . . .19 Motivation for Business-to-Business Customer Experience Management . . . . . . . . . . . . . . . . . 34 Journey to World-Class in How We Listen to Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Journey to World-Class in How We View Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Journey to World-Class in How We Center Our Employees on Customers . . . . . . . . . . . . . . . . 68 Journey to World-Class in How We Center Our Business on Customers . . . . . . . . . . . . . . . . . 77 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 © Copyright ClearAction LLC. All rights reserved. Send us a note: OptimizeCX@ClearActionCX.com
    • ClearAction Understands Unique B2B CEM Challenges Let’s talk about developing a CEM strategy that helps you clearly see what’s needed for company-wide action in universal and B2B CEM challenges. The ClearAction team has first-hand experience engaging employees to drive significant change for B2B customers. Send us a note: OptimizeCX@ClearActionCX.com © Copyright ClearAction LLC. All rights reserved.
    • For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700