Why Strategic Experience Alignment Is An Imperative... For Your Employees

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Experience Design (XD) is a way of focusing on the quality of the experience when designing products, processes, applications, and services. It gives the audience of end users a voice and role alongside the Business and IT groups. This approach starts by finding the answers to three fundamental questions:
- Who is my audience?
- What are they trying to do?
- How can I help them do that

The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.

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Why Strategic Experience Alignment Is An Imperative... For Your Employees

  1. 1. 03.20.10 Why SEA is an Imperative… For Your Employees MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  2. 2. Agenda   Sound Familiar?   So, What IS Strategic Experience Alignment (SEA)?   It All Starts with Your Employees   How You Do It   Imagine This MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  3. 3. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  4. 4. I wish I had more This customer is clearly help and resources. frustrated – I’m not sure what else I can do. Why isn’t this information already in this system? Why do I have to answer all of these questions? Why is the customer’s car rental not ready? Why is this taking so long? I have to go where now?? Why don’t they I’m confused by seem ready for this bill… me? When employees are challenged by the experience of being an employee at your company, your customers feel the challenge as well. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  5. 5. Look Complicated? Initial Schedule Prep for Customer Diagnose Billing Customer Post- Contact Appointment Customer Visit & Service Procedures Pickup & Service Visit Car Billing CRM Calls Chooses Drops Picks Up Dealer Date/Time Off Car Car Pulls Info Coordinates Coordinates Coordinates Coordinates From/Updates Coordinates Pick-up/ Post-Service Calls Scheduling/ Details Updates System Billing Updates System Billing CRM Customer System Generates Reminder Routes Print Materials Print Billing Print Final Connect to the Calls From Customer Info Invoice Sales Department Legend: Customer DMS & Other Systems Areas with most opportunity Areas with medium Service Personnel DealershipLtd. MISI Company, | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees levels of opportunity
  6. 6. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  7. 7. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  8. 8. Once upon a time… [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  9. 9. From where they stand, their priorities clash… [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  10. 10. Enter Joe Customer… [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  11. 11. He only knows Ed… but he is experiencing all of them. [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  12. 12. He only knows Ed… but he is experiencing all of them. [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  13. 13. Your Employee’s Universe… AKA The Employee Architecture Business Unit Tasks Corporate Learning & Functions Development Tasks Job Tasks Extra Curricular Tasks MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  14. 14. When these goals are not aligned… SUCCESS? Not So Much [Proprietary and confidential] MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  15. 15. Listening to your employees is part of listening to your customers. Marketing Targets IT Goals Business Needs SUCCESS MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  16. 16. Executive Summary   Strategic Experience Alignmentsm (SEA) is a leading-edge methodology that elevates Experience Design services to the Enterprise level. Based on decades of combined experience in strategic and tactical audience-centric design, it marks the evolution from traditional “bottom-up” focus on interfaces / channels (single or multiple) to one of tying business objectives directly to the desired experience. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  17. 17. Executive Summary   SEA directly quantifies customer interactions into Enterprise business results that are measurable and actionable.   SEA provides a unifying framework for organizations with business units that march to different objectives   SEA helps businesses track and target poor performing areas in a business, whether they originate from IT, Marketing, or the Business MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  18. 18. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  19. 19. Getting to know Joe Starts with Getting to Know Your Employees   But how do you decide who to involve? (Risk?)   When do you involve them? (Early)   How do you reap the benefits of an audience-focused approach in a deadline driven world? (Just enough)   Aligning Business and Technology units around the experience of your audiences (both internally and externally) results in solutions that meet business goals and technical reality. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  20. 20. It starts with three simple questions… Who is your audience? What are they trying to do? How can you help them do it? MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  21. 21. The SEA Program Approach A dynamic and ongoing set of activities designed to evolve as conditions change… MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  22. 22. Program Discovery Understand current relevant contextual landscape of the company. Sample Activities:   Conduct Audience Experience TouchPoint Audit and Analysis   Stakeholder Interviews   Ethnographic Observation   Employee and Customer Sat Surveys   Employee TouchPoint Analysis and Tool Audit   Identify and Create Personas of Target Audiences & Interaction Scenarios   Employee Types   Customer Types   Develop Measurement Strategy   Governance Strategy   Change Management & Communication Strategy MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  23. 23. SEA Roadmap Design a program that is both strategic and tactical… and maps to identified success measures Sample Activities: WHO OWNS   Create the SEA Program   How do existing experiences map align YOUR to desired / target future experiences?   What are the gaps (behaviors and EMPLOYEE tools)?   What are the areas of opportunity EXPERIENCE? (behaviors and tools)?   How should the experience differ for different audiences? WHO OWNS   What additional data is needed to develop an ongoing strategy? YOUR   What is the impact to the customer? CUSTOMER EXPERIENCE? MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  24. 24. Implementation and Ongoing Support Implement and support the program holistically. Sample Activities:   Activities often depend on identified areas of focus in the SEA Roadmap. They typically include things like:   Internal Branding and Communication Strategy   Change Management   Governance   Measurement and Continuous Improvement   Work/ Process Flow Design and Implementation   Wireframes/ Comps/ Prototypes and Fully Implemented Tools/ TouchPoints   Standards Development and Implementation (e.g. Repositories) MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  25. 25. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  26. 26. I know exactly I have the info I what I need to need to help my do today. My customer’s customers. information is right at my finger tips! My information is already in the I can easily system? Great! communicate with other departments. I can get the service I need quickly! I will recommend them to my I got an I know what to friends. appointment expect, when easily. and how much. Outcomes-Oriented: Translating Insights into Effective Interactions Legend: Computer? Tablet PC? Mobile Device/PDA? MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees Kiosk? Phone? Person to Person
  27. 27. Make Sense? Initial Schedule Prep for Customer Diagnose Billing Customer Post- Contact Appointment Customer Visit & Service Procedures Pickup & Service Visit Car Billing CRM Calls Chooses Drops Picks Up Dealer Date/Time Off Car Car Coordinates Pulls Info Coordinates Coordinates Calls Coordinates Updates Coordinates Scheduling/ From/Updates Pick-up/ Post-Service Customer Details System Billing Updates System System Billing CRM Generates Reminder Routes Print Materials Print Billing Print Final Connect to the Calls From Customer Info Invoice Sales Department Legend: Customer DMS & Other Systems Service Personnel DealershipLtd. MISI Company, | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees
  28. 28. MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

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