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London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
Customer experience
architecture
LIVEWORK EVENT
Berlin, June...
to being insured
Reducing barriers
CLIENT CASE
GJENSIDIGE
About us
ABOUT US
#MelvinBF
@mclark497
ABOUT US
Customers’ story
Organisations’
capabilitiesBusiness impact
What we want
talk about…
now
The customers' experience
10
Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customers’ experience starts
...
Customer experience with an organisation
Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customer engagement with
the ...
14
The power of irritations
16
Unaware Aware Interested
Buy /
Contract
Receive &
setup
Early use Normal use Change use Incident Reconsider Leave
Attra...
17
“We will stop irritating you”
18
Why
architect the
customer
experience
Understand the customer experience
20
Interested Buy
Receive &
setup
Early use Use
Change in
use
IncidentAwareUnaware Reconsider
Help decide Sell Setup Assist I...
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Call centre
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Policies
People
Process
Procedures
Practices
System
Call ce...
24
Customer experience informs business decisions
25
Project
Manager
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
Mana...
Management
SponsorProgramme
leader
Receives
approval
request
Status
update
ensuring clear decisions and approvals
Status u...
not just your customers
Ask the public,
CLIENT CASE
VIVO
How to
architect the
customer
experience
Understand the customer context
Want information
that is easy to
understand and use
Need help
to decide
Need help to buy
and activate
Solve my issue
here ...
Medium
High
Low
Interested Decide Buy Early use
32
Want information
that is easy to
understand and use
Need help
to decide...
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party chan...
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party chan...
Architecting the customer experience
35
36
Online
channel
People
Policy
Process
Procedures
Practices
Systems
Retail
channel
Sell Deliver & setupMake offer Educate...
37
Online
channel
Sales
Marketing
Operations
IT
HR
Finance
Retail
channel
Sell Deliver & setupMake offer Educate
Buy Recei...
How to scale customer experiences
38
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party chan...
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party chan...
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party chan...
The digital systems
42
Visit store
Access online
information and
tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit...
Required ability
Provide the “top3” options/
next steps
Required ability
Provide basic setup and
configuration
N/A
Visit s...
start
A perfect
CLIENT CASE
GJENSIDIGE
just the beginning
The bill is
CLIENT CASE
HAFSLUND
How
customer experience
architecture
can be
disruptive
48
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2015 2016 2017
Objective 1:Reduce
number of service requests
Objective 2:Prevent
co...
Welcome Setup Use
Receives the product, starts the service Early stages of being a customer and
dealing with the transition to service
provi...
Customer
experience
architecture
Business capabilities required
Visit store
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
V...
http://liveworkstudio.com/berlin
www.liveworkstudio.com
Thank you!
@liveworkstudio
Melvin Brand Flu
+31 625 289 004
melvin@liveworkstudio.com
Mike Clark
+4...
OMG 2015 Business Architecture Innovation Summit - Customer Experience Architecture
OMG 2015 Business Architecture Innovation Summit - Customer Experience Architecture
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OMG 2015 Business Architecture Innovation Summit - Customer Experience Architecture

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Digital customers are ahead of most businesses. This presentation will present opportunities for businesses to develop and evolve digital abilities. Using a customer architecture strategy will enable business architects to identify the core elements of the digital strategy and help the organization focus on the digital capabilities that create value for the business and its customers.

Published in: Business

OMG 2015 Business Architecture Innovation Summit - Customer Experience Architecture

  1. 1. London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com Customer experience architecture LIVEWORK EVENT Berlin, June 2015
  2. 2. to being insured Reducing barriers CLIENT CASE GJENSIDIGE
  3. 3. About us
  4. 4. ABOUT US #MelvinBF @mclark497
  5. 5. ABOUT US
  6. 6. Customers’ story Organisations’ capabilitiesBusiness impact
  7. 7. What we want talk about… now
  8. 8. The customers' experience 10
  9. 9. Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use Customers’ experience starts here. 11
  10. 10. Customer experience with an organisation
  11. 11. Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use Customer engagement with the organisation starts here. 13 User experience with the product/service starts here.
  12. 12. 14
  13. 13. The power of irritations
  14. 14. 16 Unaware Aware Interested Buy / Contract Receive & setup Early use Normal use Change use Incident Reconsider Leave Attract Make offer Help decide Sell Help setup Assist Inform Support Resolve Recognise Understand
  15. 15. 17 “We will stop irritating you”
  16. 16. 18
  17. 17. Why architect the customer experience
  18. 18. Understand the customer experience 20
  19. 19. Interested Buy Receive & setup Early use Use Change in use IncidentAwareUnaware Reconsider Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise
  20. 20. Aware Interested Buy Receive Setup Early use Use Retail Online Call centre
  21. 21. Aware Interested Buy Receive Setup Early use Use Retail Online Policies People Process Procedures Practices System Call centre Make offer Help decide Sell Deliver Setup Educate & Assist Inform & Support
  22. 22. 24
  23. 23. Customer experience informs business decisions 25
  24. 24. Project Manager Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals Management Sponsor Team Member Clarity on progress Local market SME Programme leader External partner Coordinator Tasks assigned Receives actions Loads approved version Receives approval request Status update 26
  25. 25. Management SponsorProgramme leader Receives approval request Status update ensuring clear decisions and approvals Status update: K Holistic Update: Brazil has adopted best in class 27
  26. 26. not just your customers Ask the public, CLIENT CASE VIVO
  27. 27. How to architect the customer experience
  28. 28. Understand the customer context
  29. 29. Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Recognise me and continue the conversation Interested Decide Buy Early use
  30. 30. Medium High Low Interested Decide Buy Early use 32 Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Recognise me and continue the conversation
  31. 31. Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interested Decide Buy Early use 33
  32. 32. Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation They want whah??? Impossible Huh?? Interested Decide Buy Early use 34
  33. 33. Architecting the customer experience 35
  34. 34. 36 Online channel People Policy Process Procedures Practices Systems Retail channel Sell Deliver & setupMake offer Educate Buy ReceiveDecide Early use Customer experience: buy online and have device delivered in a shop to be setup by an expert Business ability: able to sell and deliver devices to customers across channels
  35. 35. 37 Online channel Sales Marketing Operations IT HR Finance Retail channel Sell Deliver & setupMake offer Educate Buy ReceiveDecide Early use Customer experience: buy online and have device delivered in a shop to be setup by an expert Business ability: able to sell and deliver devices to customers across channels
  36. 36. How to scale customer experiences 38
  37. 37. Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation 39
  38. 38. Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interaction Information Transaction Interested Decide Buy Early use 40
  39. 39. Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interaction Information Transaction Interested Decide Buy Early use 41
  40. 40. The digital systems 42
  41. 41. Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Systems of engagement Experience Layer Systems of record Interested Decide Buy Early use 43
  42. 42. Required ability Provide the “top3” options/ next steps Required ability Provide basic setup and configuration N/A Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Systems of engagement Experience Layer Systems of record Interested Decide Buy Early use Required ability Help the customer buy the “best” offer Required ability Process payment and activate service Required ability Help customer decide by providing basic advice Required Ability To recognise customers from other channels. N/A 44
  43. 43. start A perfect CLIENT CASE GJENSIDIGE
  44. 44. just the beginning The bill is CLIENT CASE HAFSLUND
  45. 45. How customer experience architecture can be disruptive
  46. 46. 48 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2015 2016 2017 Objective 1:Reduce number of service requests Objective 2:Prevent common service incidents Objective 5 & 6: Digital service strategy: High customer touch at low cost to serve Reduced cost to serve due to interventions Higher number of high value customer interactions Number of incidents without intervention Objective 3 & 4: Operational and customer service improvements Fewer incidents due to short & mid term objectives
  47. 47. Welcome Setup Use
  48. 48. Receives the product, starts the service Early stages of being a customer and dealing with the transition to service provider Familiar with the company, its product and service, establishing regular energy consumption Change in personal situation or circumstance that impacts the contract Receive & Setup New customer Customer Change in use Setup: Make sure the customer is familiar with the phone and core services Educate: About the product and other features Personalise: Make offers and recommendation on how to use additional services Seduce: Offer incentives to use new services and introduce others
  49. 49. Customer experience architecture
  50. 50. Business capabilities required Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Service to be delivered 52 Customer experience that is desired
  51. 51. http://liveworkstudio.com/berlin
  52. 52. www.liveworkstudio.com Thank you! @liveworkstudio Melvin Brand Flu +31 625 289 004 melvin@liveworkstudio.com Mike Clark +44 7730275032 Mike.clark@cohesion360.com

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