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FUTURELAB




 Breda
 May 10, 2012
On a mission to make the world

a more customer friendly place
@FLB_alainthys




                                 FUTURELAB
FUTURELAB




          “Let’s go WOOOOOWW!!”             “Let’s spread love & hug”   “Let’s be like Disneyland”




The problem I have always had with customer experience thinking

Too much fluffy stuff
The CEO
FUTURELAB   Dilemma




The problem I have always had with customer experience thinking

The CEO dilemma: I get paid in Euros, not happy faces
FUTURELAB

                                         The same coffee beans                      Cost per cup

                                         The futures market (nov 2011)                  € 0.01


                                         in a package at the grocery store             € 0.075

                                         at Nespresso                                   € 0.40

                                         in a paper/plastic cup from a machine          € 1.00

                                         from a machine in a theme park                 € 2.20

                                         in a cup in a big city café                    € 2.50

                                         at a deluxe restaurant                         € 5.00

                                         during my honeymoon with a glass of     I haven’t got a clue!
                                         100 year old Armagnac




While I couldn’t translate it into ROI

My intuition told me something was there
FUTURELAB




Clarity at last      •   First exposure at Philips
                     •   Deepdive into the Net Promoter® System
And then came Fred   •   Heavy promoter of the approach.
Customers are important.
      Really, they’re important.
      They’re very very very important!




So full of excitement that there was a business case

I became a customer evangelist
FUTURELAB




But the world decided to surprise me …

Every company (and employee) is customer-centric
80% of CEO’s believe they offer a superior
               customer experience.

               8% of their customers agree.




The bad news

Even though Fred’s colleagues disagreed
                                                   Source: Bain & Company
FUTURELAB




       •    The wrong perspective

       •    Rolling the dice

       •    Leadership not walking the talk




So I went digging for the reasons

Three key barriers to customer-centricity
FUTURELAB




From a business perspective

Customer experience gets managed “on top of” …
FUTURELAB




From a customer perspective

“The experience IS the product” (Peter Merholz)
FUTURELAB




To capture this money, we need a different perspective

“The experience IS the product” (Peter Merholz)
FUTURELAB




                              “You press the button,
                              we do the rest”

                              George Eastman




From a customer perspective

“The experience IS the product” (Peter Merholz)
FUTURELAB




                              It just works   This is cool!




   Famous for overpriced, underspec’d               A low performance gaming
     devices with poor battery life.                  console with few titles.




From a customer perspective

“The experience IS the product” (Peter Merholz)
FUTURELAB




A real life case

TV’s bought on a Saturday have more detractors
FUTURELAB




           Going direct to create the right emotion at every touchpoint allows
           Nespresso to charge up to 4x the price of other high street brands



The bottom line

The one with the best TOTAL “experience” wins
                                                                                     17
There’s more

                                          Leave the bank with
                                              your card


                                           Have a coffee next
                                           door if you need to
                                            wait (with alerts)


                                           Friendly & smiling
                                           recruitment policy


                                          25% more expensive




The bottom line

The one with the best TOTAL “experience” wins
FUTURELAB




Overcoming the barrier

Experience doesn’t go “on top”, it IS the product
FUTURELAB




       •    The wrong perspective

       •    Rolling the dice

       •    Leadership not walking the talk




So I went digging for the reasons

Three key barriers to customer-centricity
FUTURELAB




Three key barriers to customer-centricity

Most companies roll the dice on managing CX
FUTURELAB


                  A Structured Approach




30 second group brainstorm

Which are the customer steps when going on a holiday?
                                                        22
FUTURELAB




   1.    I dream of going on holiday
   2.    I research my holiday
   3.    I plan my holiday
   4.    I select my holiday
   5.    I purchase my holiday
   6.    I receive travel documents & tickets
   7.    I anticipate departure
   8.    I prepare my trip
   9.    I travel to my destination
   10.   I discover my destination
   11.   I experience my destination
   12.   I record my memories
   13.   I share my experience
   14.   I travel back home
   15.   I share my memories



30 second group brainstorm

Which are the customer steps when going on a holiday
                                                       23
FUTURELAB




We show that we value our
customers by serving them
well, putting their needs and
interests at the center of
everything we do.
(from the AOL mission statement)




 Case: AOL

 Rolling the dice: extreme case
FUTURELAB




Question:



Bad
employee?

Case: AOL

It ain’t over until the last employee/touchpoint is managed
FUTURELAB




Again … this is not about ill will

Every employee on the planet cares about the customer
FUTURELAB




But reality is that …          •   No customer contact
                               •   Misaligned KPI’s
The business gets in the way   •   Internal inefficiency cuts time
FUTURELAB


                     90%




                               50%


                                             30%




                                                                                Source: Bupa International, 2009
                                                         10%
                                                                    5%

                   Collect    Alert Staff   Make        Deploy    Inform
                   Customer   to Findings   decisions   improve   customers
                   Feedback                 using                 of change
                                            insights


“Most businesses are optimised for themselves,
not for the customer.”             Geert Van Kuyck, CMO Philips
FUTURELAB




                                                               The REAL customer experience




                                                                 62% of US/UK consumers believe
                                                               that the quality of service depends on
                                                                       whoever serves them.




If you don’t manage the whole experience, you roll the dice.

Any disconnect can break your business
FUTURELAB




                                                           •   6 month delivery delay
                                                           •   Wife gets insulted
                                                           •   Threat to cancel = car appears
                                                           •   Sunroof doesn’t open (but that’s normal)
                                                           •   Loaner car is dirty 2nd hand car at 1/3 price
                                                           •   Invoicing is a mess
                                                           •   …


                                                           •   While they keep mailing you promotions




If you don’t manage the whole experience, you roll the dice.

One brand, two dealers…
FUTURELAB




Overcoming the barrier

Don’t roll the dice, but manage “every” touchpoint
FUTURELAB




       •    The wrong perspective

       •    Rolling the dice

       •    Leadership not walking the talk




So I went digging for the reasons

Three key barriers to customer-centricity
THE CUSTOMER IS AT THE
 CENTRE EVERYTHING WE DO!


  Our satisfaction numbers matter!

 Do what is right for the customer!

  Let’s have an off-site workshop!

     Let’s have a customer day!




Leadership not walking the talk

Many executives say they want to be customer-centric
THE CUSTOMER IS THE LAST THING WE
                                        TALK OR THINK ABOUT.


                                  I know the product is outdated, but push it, we
                                        need to hit the quarterly numbers

                                  Can’t we replace our call-centre with an IVR.
                                         All these people cost money!

                                   Can we lock accounts into only buying their
                                           service support from us?

                                    I don’t have time to meet with customers.

                                       “I’m out of here in 2 years anyway”




Leadership not walking the talk

But their behaviour says something else
Customer oriented behaviour
                                            = headache

                                    Grab the money/process focus
                                    = easier silo life, career, bonus, …




People copy behaviours, not words

The organisation will learn fast
FUTURELAB


Would you recommend the bank to friends /family?
32% No           28% conditionally

Would you recommend the bank as an employer?
39% No           30% Yes
                                          N=25,000 (out of 59,000)




But they don’t lose their common sense.

And before you know it, you’ve got a problem
FUTURELAB




                                                            “you know what those
                                                              idiots did at work”?




Are you really setting the example, or your talking about the customer?              1 employee
                                                                                     1st degree: 150
Would your people recommend? Act?                                                    2nd degree: 22,500
FUTURELAB




Leadership not walking the talk

What is really required.
Overcoming the barrier

Don’t talk about the customer … set the example
FUTURELAB




 •   Realise that the experience is the product

 •   Manage every single touchpoint

 •   Be prepared to walk the customer talk




To conclude

Overcome the barriers in your business
FUTURELAB




And finally

What is the “one thing” you will do?
Twitter: @FLB_alainthys



                          FUTURELAB
FUTURELAB




Thank you …

And now comes Fred

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Barriers to Customer-Centricity

  • 2. On a mission to make the world a more customer friendly place @FLB_alainthys FUTURELAB
  • 3. FUTURELAB “Let’s go WOOOOOWW!!” “Let’s spread love & hug” “Let’s be like Disneyland” The problem I have always had with customer experience thinking Too much fluffy stuff
  • 4. The CEO FUTURELAB Dilemma The problem I have always had with customer experience thinking The CEO dilemma: I get paid in Euros, not happy faces
  • 5. FUTURELAB The same coffee beans Cost per cup The futures market (nov 2011) € 0.01 in a package at the grocery store € 0.075 at Nespresso € 0.40 in a paper/plastic cup from a machine € 1.00 from a machine in a theme park € 2.20 in a cup in a big city café € 2.50 at a deluxe restaurant € 5.00 during my honeymoon with a glass of I haven’t got a clue! 100 year old Armagnac While I couldn’t translate it into ROI My intuition told me something was there
  • 6. FUTURELAB Clarity at last • First exposure at Philips • Deepdive into the Net Promoter® System And then came Fred • Heavy promoter of the approach.
  • 7. Customers are important. Really, they’re important. They’re very very very important! So full of excitement that there was a business case I became a customer evangelist
  • 8. FUTURELAB But the world decided to surprise me … Every company (and employee) is customer-centric
  • 9. 80% of CEO’s believe they offer a superior customer experience. 8% of their customers agree. The bad news Even though Fred’s colleagues disagreed Source: Bain & Company
  • 10. FUTURELAB • The wrong perspective • Rolling the dice • Leadership not walking the talk So I went digging for the reasons Three key barriers to customer-centricity
  • 11. FUTURELAB From a business perspective Customer experience gets managed “on top of” …
  • 12. FUTURELAB From a customer perspective “The experience IS the product” (Peter Merholz)
  • 13. FUTURELAB To capture this money, we need a different perspective “The experience IS the product” (Peter Merholz)
  • 14. FUTURELAB “You press the button, we do the rest” George Eastman From a customer perspective “The experience IS the product” (Peter Merholz)
  • 15. FUTURELAB It just works This is cool! Famous for overpriced, underspec’d A low performance gaming devices with poor battery life. console with few titles. From a customer perspective “The experience IS the product” (Peter Merholz)
  • 16. FUTURELAB A real life case TV’s bought on a Saturday have more detractors
  • 17. FUTURELAB Going direct to create the right emotion at every touchpoint allows Nespresso to charge up to 4x the price of other high street brands The bottom line The one with the best TOTAL “experience” wins 17
  • 18. There’s more Leave the bank with your card Have a coffee next door if you need to wait (with alerts) Friendly & smiling recruitment policy 25% more expensive The bottom line The one with the best TOTAL “experience” wins
  • 19. FUTURELAB Overcoming the barrier Experience doesn’t go “on top”, it IS the product
  • 20. FUTURELAB • The wrong perspective • Rolling the dice • Leadership not walking the talk So I went digging for the reasons Three key barriers to customer-centricity
  • 21. FUTURELAB Three key barriers to customer-centricity Most companies roll the dice on managing CX
  • 22. FUTURELAB A Structured Approach 30 second group brainstorm Which are the customer steps when going on a holiday? 22
  • 23. FUTURELAB 1. I dream of going on holiday 2. I research my holiday 3. I plan my holiday 4. I select my holiday 5. I purchase my holiday 6. I receive travel documents & tickets 7. I anticipate departure 8. I prepare my trip 9. I travel to my destination 10. I discover my destination 11. I experience my destination 12. I record my memories 13. I share my experience 14. I travel back home 15. I share my memories 30 second group brainstorm Which are the customer steps when going on a holiday 23
  • 24. FUTURELAB We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) Case: AOL Rolling the dice: extreme case
  • 25. FUTURELAB Question: Bad employee? Case: AOL It ain’t over until the last employee/touchpoint is managed
  • 26. FUTURELAB Again … this is not about ill will Every employee on the planet cares about the customer
  • 27. FUTURELAB But reality is that … • No customer contact • Misaligned KPI’s The business gets in the way • Internal inefficiency cuts time
  • 28. FUTURELAB 90% 50% 30% Source: Bupa International, 2009 10% 5% Collect Alert Staff Make Deploy Inform Customer to Findings decisions improve customers Feedback using of change insights “Most businesses are optimised for themselves, not for the customer.” Geert Van Kuyck, CMO Philips
  • 29. FUTURELAB The REAL customer experience 62% of US/UK consumers believe that the quality of service depends on whoever serves them. If you don’t manage the whole experience, you roll the dice. Any disconnect can break your business
  • 30. FUTURELAB • 6 month delivery delay • Wife gets insulted • Threat to cancel = car appears • Sunroof doesn’t open (but that’s normal) • Loaner car is dirty 2nd hand car at 1/3 price • Invoicing is a mess • … • While they keep mailing you promotions If you don’t manage the whole experience, you roll the dice. One brand, two dealers…
  • 31. FUTURELAB Overcoming the barrier Don’t roll the dice, but manage “every” touchpoint
  • 32. FUTURELAB • The wrong perspective • Rolling the dice • Leadership not walking the talk So I went digging for the reasons Three key barriers to customer-centricity
  • 33. THE CUSTOMER IS AT THE CENTRE EVERYTHING WE DO! Our satisfaction numbers matter! Do what is right for the customer! Let’s have an off-site workshop! Let’s have a customer day! Leadership not walking the talk Many executives say they want to be customer-centric
  • 34. THE CUSTOMER IS THE LAST THING WE TALK OR THINK ABOUT. I know the product is outdated, but push it, we need to hit the quarterly numbers Can’t we replace our call-centre with an IVR. All these people cost money! Can we lock accounts into only buying their service support from us? I don’t have time to meet with customers. “I’m out of here in 2 years anyway” Leadership not walking the talk But their behaviour says something else
  • 35. Customer oriented behaviour = headache Grab the money/process focus = easier silo life, career, bonus, … People copy behaviours, not words The organisation will learn fast
  • 36. FUTURELAB Would you recommend the bank to friends /family? 32% No 28% conditionally Would you recommend the bank as an employer? 39% No 30% Yes N=25,000 (out of 59,000) But they don’t lose their common sense. And before you know it, you’ve got a problem
  • 37. FUTURELAB “you know what those idiots did at work”? Are you really setting the example, or your talking about the customer? 1 employee 1st degree: 150 Would your people recommend? Act? 2nd degree: 22,500
  • 38. FUTURELAB Leadership not walking the talk What is really required.
  • 39. Overcoming the barrier Don’t talk about the customer … set the example
  • 40. FUTURELAB • Realise that the experience is the product • Manage every single touchpoint • Be prepared to walk the customer talk To conclude Overcome the barriers in your business
  • 41. FUTURELAB And finally What is the “one thing” you will do?
  • 43. FUTURELAB Thank you … And now comes Fred