The IQ Business CEM team attended the CEM Africa Summit held on 22-23 July 2015 in Cape Town, where Lizette Akker hosted a CEM workshop titled "Getting started on an Outside-In Journey - what is a successful customer outcome?"

1. consulting | research | contracting
CEM Africa Summit 2015
Getting Started on the Outside In Journey –
What is a Successful Customer Outcome?

2. Agenda
1. Introduction
2. Outside In
3. Questions in an Outside In world – tool 1:
The Outside In Strategic Matrix
4. The Successful Customer Outcome – Tool
2: Successful Customer Outcome Matrix
5. Next Steps on the Outside In Journey

3. 3
Welcome
PRACTITIONER
CPP CHAMPION
CPP COACH
PROCESS
MANAGEMENT CONSULTANT
LSS GREEN BELT

4. 4
NOT FOR PROFIT ESTABLISHED IN 1992
CLIENTS & 20+ PARTNERS IN 118
COUNTRIES
SPECIALIZING IN RESEARCH, CONSULTANCY AND
TRAINING
GLOBAL CERTIFIED PROCESS PROFESSIONAL
PROGRAM
THE CEMMETHOD® DESIGNED BY THE
BP GROUP
CEMMethod®

5. TheWorld
has changed

6. 6

7. What is Outside In?

8. 8
What is Outside In?
21st century philosophy for managing an
organisation by putting the customer at
the heart of everything we do.
This requires a change in mind set which moves away from our Industrial
Age thinking towards a Customer Centric model.
The way you organise work within every department and across the
enterprise MUST change.

9. 9

10. 10
TheTriple Crown

11. 11
REVENUE
COST
SERVICE
Winning theTriple Crown

12. Questions in an
Outside InWorld

13. 13
What Business are you In?

14. 14
Where does it Start and End?

15. 15
Enquire
about a
trip
Navigate
to the
airport
Wait in
Lounge
Baggage
transport
Enjoy the
trip
Relax in
the hotel
Return
Home
Enjoy a
Coffee
The Customer Experience
Includes the business process

16. 16
Looking at the customer experience
forces us to
Innovate
Enquire
about a
trip
Navigate
to the
airport
Wait in
Lounge
Baggage
transport
Enjoy the
trip
Relax in
the hotel
Return
Home
Enjoy a
Coffee

17. 17
“It’s all about the Customer Experience and the
Moment of Truth…” - Steve Jobs
What are the Key Customer Interactions?

18. 18
What is the Successful Outcome?

19. 19
What is the Successful Outcome?

20. 20
WHERE DOES THE PROCESS START AND FINISH?
WHAT ARE THE KEY CUSTOMER INTERACTIONS? WHAT IS THE SUCCESSFUL OUTCOME
WHAT BUSINESS ARE YOU IN?
The Starting Point

21. 21
NEED
VS
WANT

22. NEED vs WANT

23. 23
Faster horses
If I had asked them what
They wanted
they would have said
- Henry Ford

24. 24

25. What is the
Successful
Customer
Outcome?

26. 26
WHO IS THE CUSTOMER?
CUSTOMER DESCRIPTION
PHRASE
WHAT DO THEY EXPECT?
WHAT DO THEY GET?
WHAT PROCESS DOES THE
CUSTOMER THINK THEY
ARE INVOLVED IN?
WHAT DO WE DETERMINE
FOR THE CUSTOMER?
WHAT ARE THEIR REAL
NEEDS?
SUCCESSFUL CUSTOMER OUTCOME
The Successful Customer Matrix

27. 27
The Successful Customer Matrix: Case Study
The CEM Africa Summit – What is the Successful Customer Outcome?
1. Get into teams of 5
2. Based on your experience, complete the SCOM (15 minutes)
3. Elect one person in your team to provide feedback on behalf of your group (1
minute per team)
– What real needs did your team uncover and what is the SCO?

28. 28
Next Steps on the Outside In Journey
Identify Customer
Need (Successful
Customer
Outcome (SCO))
Align everything
you do to the SCO
Measure and
Reward for
achieving the SCO

29. 29
Align processes to Successful Customer Outcomes
Everything must be connected
Align the organizational
processes
to the SCO
What you do everyday
leads to outputs, which in turn
leads to outcomes – this is how
you ultimately achieve
a successful customer outcome
Customers who easily achieve
their outcomes when they
interact with you, will be more
satisfied and loyal

30. 30
Align employee measures and rewards
Everything must be connected
The way in which your
employees are measured will
drive the desired behavior.
Measure the achievement of
a successful customer outcome
rather than internal tasks and
activities.
Research has shown that
employees who understand their
role and purpose in the context
of achieving a customer
outcome are more motivated
and achieve greater results.

31. 31
Final Step….Learn More
• Certified Process Professional Programme
• International Accreditation through the BP Group
• Public courses offered at IQ Business in Johannesburg
• Bulk discounts and In House courses can be arranged for 10 or more delegates

32. ThankYou