www.ClearActionCX.com
Innovating the Superior Customer Experience
What Is the Customer Experience?
Desired
End-Result
What Customer Buys
© Copyright ClearAction LLC. All rights reserved.
What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys
© Copyright ClearAction LLC. A...
What Is the Customer Experience?
Emotional
Functional
Desired
End-Result
What Customer Buys
Means-to-an-End
Firm’s Solutio...
What Is the Customer Experience?
Product Service
Business Model
Emotional
Functional
Desired
End-Result
What Customer Buys...
What Is the Customer Experience?
Product Service
Business Model
Affinities Convenience
Emotional
Functional
Desired
End-Re...
What Is the Customer Experience?
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture
Emotiona...
Compare Solutions vs. End-Results
Function
Time
‘Good Enough’ Line
Desired
End-Result
Adapted from The Innovator’s Solutio...
Compare Solutions vs. End-ResultsFunction
Time
GEL
Technology
Impact
Desired
End-Result
Adapted from TechnologyAssessment ...
Analyze Value Scenarios
Underserved Customers
Overshot Customers
Non-Customers
• Existing solutions should increase
qualit...
Blue Ocean Opportunities
Overshot Customers
Non-Customers
• Constrained
Desired
End-Result
• Open up untapped market space...
© 2009 ClearAction. All rights reserved.
Re-Framing with Consistency
Overshot Customers
Non-Customers
• Constrained
Desire...
Prioritize by Customer Lifetime Value
Desired
End-Result
∑Profit
Scenarios
Models
© Copyright ClearAction LLC. All rights ...
Build a Unified View Company-wide
Desired
End-Result
Sales
Service
Operations
Manufacturing
Channels
Engineering
Finance
H...
Build a Unified View Company-wide
Desired
End-Result
Department: __________________
Our Role
In End-Result
Our Internal
Cu...
Innovate Customer Experience Company-wide
Customer’s
Desired
End-Result
Department: __________________
Our Role
In End-Res...
Address Entire Customer Experience
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies Proce...
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture...
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture...
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture...
Customer Experience Innovation Creativity
Product Service
Business Model
Affinities Convenience
Policies Processes
Culture...
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies ...
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies ...
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies ...
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies ...
Customer Experience Innovation Enablers
Desired
End-Result
Product Service
Business Model
Affinities Convenience
Policies ...
ClearActionCX.com/cx-books
If You Like These Concepts, Get the Book!
4 Keys Explained
30 Templates
Step-by-Step
Guidelines...
Do you like these concepts?
Let us help you master them
to increase your company’s growth!
Contact us today:
OptimizeCX@Cl...
ClearAction clients praise our insights on actionability & engagement
“ClearAction taught us things
that wouldn’t readily ...
Consulting Roles
We have provided ClearWisdom™ to dozens of companies
Partial List© Copyright ClearAction LLC. All rights ...
Customer Experience Optimization
Talk Show
Hear interviews with companies such as:
Adobe, Aon, CenturyLink, Cisco, Citrix,...
© Copyright ClearAction LLC. All rights reserved. Page 32
For More About Customer Experience:
www.ClearActionCX.com/best-practices
OptimizeCX@ClearActionCX.com
tel +1 408 687 9700
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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 you innovate the entire customer experience.

See http://ClearActionCX.com

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Innovating the Superior Customer Experience

  1. 1. www.ClearActionCX.com Innovating the Superior Customer Experience
  2. 2. What Is the Customer Experience? Desired End-Result What Customer Buys © Copyright ClearAction LLC. All rights reserved.
  3. 3. What Is the Customer Experience? Emotional Functional Desired End-Result What Customer Buys © Copyright ClearAction LLC. All rights reserved.
  4. 4. What Is the Customer Experience? Emotional Functional Desired End-Result What Customer Buys Means-to-an-End Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
  5. 5. What Is the Customer Experience? Product Service Business Model Emotional Functional Desired End-Result What Customer Buys Means-to-an-End Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
  6. 6. What Is the Customer Experience? Product Service Business Model Affinities Convenience Emotional Functional Desired End-Result What Customer Buys Means-to-an-End Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
  7. 7. What Is the Customer Experience? Product Service Business Model Affinities Convenience Policies Processes Culture Emotional Functional Desired End-Result What Customer Buys Means-to-an-End Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
  8. 8. Compare Solutions vs. End-Results Function Time ‘Good Enough’ Line Desired End-Result Adapted from The Innovator’s Solution, by Clayton Christensen & Michael Raynor © Copyright ClearAction LLC. All rights reserved.
  9. 9. Compare Solutions vs. End-ResultsFunction Time GEL Technology Impact Desired End-Result Adapted from TechnologyAssessment for a Better Strategy, by John Milburn, Pragmatic Marketing, Volume 5, Issue 1. Offering Exceeds Desired End-Result Offering Aligned to Desired End-Result Offering High-Value to Desired End-Result Offering Solves Higher Order End-Result © Copyright ClearAction LLC. All rights reserved.
  10. 10. Analyze Value Scenarios Underserved Customers Overshot Customers Non-Customers • Existing solutions should increase quality, features, conveniences, etc. • Existing solutions are more than enough • Existing solutions present a constraint Desired End-Result Scenarios Models © Copyright ClearAction LLC. All rights reserved.
  11. 11. Blue Ocean Opportunities Overshot Customers Non-Customers • Constrained Desired End-Result • Open up untapped market space • Overwhelmed • Value Innovation strategy Adapted from Blue Ocean Strategy: How to Create Uncontested Market Space & Make the Competition Irrelevant, by W. Chan Kim & Renee Mauborgno • 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 • Leap in value for buyers and firm © Copyright ClearAction LLC. All rights reserved.
  12. 12. © 2009 ClearAction. All rights reserved. Re-Framing with Consistency Overshot Customers Non-Customers • Constrained Desired End-Result • Overwhelmed Adapted from Renovate Before You Innovate by Sergio Zyman & Armin Brott and The Innovator’s Solution, by Clayton Christensen & Michael Raynor Solutions Demographics End-Results Core Essence
  13. 13. Prioritize by Customer Lifetime Value Desired End-Result ∑Profit Scenarios Models © Copyright ClearAction LLC. All rights reserved.
  14. 14. Build a Unified View Company-wide Desired End-Result Sales Service Operations Manufacturing Channels Engineering Finance Human Resources Legal Marketing Quality Safety Suppliers Partners Facilities Information Technology Purchasing etc. © Copyright ClearAction LLC. All rights reserved.
  15. 15. Build a Unified View Company-wide Desired End-Result Department: __________________ Our Role In End-Result Our Internal Customers’ Roles In End-Result • Internal Compass • Visceral Response • Results © Copyright ClearAction LLC. All rights reserved.
  16. 16. Innovate Customer Experience Company-wide Customer’s Desired End-Result Department: __________________ Our Role In End-Result Our Internal Customers’ Roles In End-Result Our Possible Detractors to End-Result • Inconsistency • Overload • Waste 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 • Internal Compass • Visceral Response • Results © Copyright ClearAction LLC. All rights reserved.
  17. 17. Address Entire Customer Experience Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture Means-to-an-End Firm’s Solution © Copyright ClearAction LLC. All rights reserved.
  18. 18. Customer Experience Innovation Creativity Product Service Business Model Affinities Convenience Policies Processes Culture End-Result Barriers Solutions Why Solutions Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno© Copyright ClearAction LLC. All rights reserved.
  19. 19. Customer Experience Innovation Creativity Product Service Business Model Affinities Convenience Policies Processes Culture End-Result Barriers Solutions Why Solutions End-Result Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno Past Current Future Super-system Solutions Subsystem © Copyright ClearAction LLC. All rights reserved.
  20. 20. Customer Experience Innovation Creativity Product Service Business Model Affinities Convenience Policies Processes Culture End-Result Barriers Solutions Why Solutions End-Result Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno Past Current Future Super-system Solutions Subsystem Who Action To Whom Desired Self Alternate © Copyright ClearAction LLC. All rights reserved.
  21. 21. Customer Experience Innovation Creativity Product Service Business Model Affinities Convenience Policies Processes Culture End-Result Barriers Solutions Why Solutions End-Result Adapted from The Innovator’s Toolkit, by David Silverstein, Philip Samuel & Neil Decarlo and from Blue Ocean Strategy, by W. Chan Kim & Renee Mauborgno Past Current Future Super-system Solutions Subsystem End-ResultEliminate Reduce Create Raise Who Action To Whom Desired Self Alternate © Copyright ClearAction LLC. All rights reserved.
  22. 22. Customer Experience Innovation Enablers Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture Ideas Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman Sufficient Sustaining Common Language External Perspective © Copyright ClearAction LLC. All rights reserved.
  23. 23. Customer Experience Innovation Enablers Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture Ideas Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman Sufficient Sustaining Common Language External Perspective Traction Mind-set Resources Favor Disruptive Manage Uncertainty © Copyright ClearAction LLC. All rights reserved.
  24. 24. Customer Experience Innovation Enablers Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture Ideas Adapted from The Innovator’s Guide to Growth, by Scott Anthony, Mark Johnson, Joseph Sinfield & Elizabeth Altman Sufficient Sustaining Common Language External Perspective Traction Mind-set Resources Favor Disruptive Manage Uncertainty Execution Capabilities Scalability Channels/Alliances Value Chain © Copyright ClearAction LLC. All rights reserved.
  25. 25. Customer Experience Innovation Enablers Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture 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 Customer Needs Value Creation Innovation Champions Innovation Champions Organizational Alignment x x xx © Copyright ClearAction LLC. All rights reserved.
  26. 26. Customer Experience Innovation Enablers Desired End-Result Product Service Business Model Affinities Convenience Policies Processes Culture 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 Customer Needs Value Creation Innovation Champions Innovation Champions Organizational Alignment x x xx Establish Proficiency Threshold Accelerate Accumulation of Experience Measure Cycle Time to Threshold Proficiency © Copyright ClearAction LLC. All rights reserved.
  27. 27. ClearActionCX.com/cx-books If You Like These Concepts, Get the Book! 4 Keys Explained 30 Templates Step-by-Step Guidelines © Copyright ClearAction LLC. All rights reserved.
  28. 28. Do you like these concepts? Let us help you master them to increase your company’s growth! Contact us today: OptimizeCX@ClearActionCX.com tel +1 408 687 9700
  29. 29. ClearAction clients praise our insights on actionability & engagement “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.” “The cross-functional collaboration necessary to successfully manage the customer experience requires big picture, systems thinking. ClearAction brings very practical, well-thought out approaches to get the internal cooperation needed.” “ClearAction is very dependable and detail-oriented, and has an extremely high sense of integrity. There's no question ClearAction will do what's needed to ensure the work is done correctly and the client's best needs are taken into account.” © Copyright ClearAction LLC. All rights reserved. Page 29
  30. 30. Consulting Roles We have provided ClearWisdom™ to dozens of companies Partial List© Copyright ClearAction LLC. All rights reserved. Page 30
  31. 31. 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/cx-podcasts e-books available at ClearActionCX.com/cx-books or Amazon Kindle: Metrics You Can Manage For Success Customer Experience Improvement Momentum Innovating Superior Customer Experience white paper available at ClearActionCX.com/cx-articles Employee Engagement in Superior Customer Experience: 4 Overlooked Key Competencies for Sustainable Results Resources about customer experience optimization See more at http://ClearActionCX.com/best-practices © Copyright ClearAction LLC. All rights reserved. Page 31
  32. 32. © Copyright ClearAction LLC. All rights reserved. Page 32
  33. 33. For More About Customer Experience: www.ClearActionCX.com/best-practices OptimizeCX@ClearActionCX.com tel +1 408 687 9700

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