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Customer experience architecture

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http://liveworkstudio.com/topics/customer-experience-architecture/

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 businesses to identify the core elements of the digital strategy and help the organisation focus on the digital capabilities that create value for the business and its customers.

Published in: Business
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Customer experience architecture

  1. London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com Customer experience architecture LIVEWORK EVENT Berlin, June 2015
  2. to being insured Reducing barriers CLIENT CASE GJENSIDIGE
  3. About us
  4. ABOUT US 4 4 #MelvinBF @mclark497
  5. ABOUT US 5
  6. 6
  7. 7 Customers’ story Organisations’ capabilitiesBusiness impact
  8. 8
  9. What we want talk about… now
  10. The customers' experience 10
  11. Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use Customers’ experience starts here. 11
  12. Customer experience with an organisation 12 12
  13. 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.
  14. 14
  15. The power of irritations 15 15
  16. 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
  17. 17 “We will stop irritating you” Bernt Reitan Jenssen CEO, Transport for Oslo
  18. 18
  19. Why architect the customer experience
  20. Understand the customer experience 20 20
  21. 21 Interested Buy Receive & setup Early use Use Change in use IncidentAwareUnaware Reconsider Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise
  22. 22 Aware Interested Buy Receive Setup Early use Use Retail Online Call centre
  23. 23 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
  24. 24
  25. Customer experience informs business decisions 25 25
  26. 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
  27. 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
  28. not just your customers Ask the public, CLIENT CASE VIVO
  29. How to architect the customer experience
  30. Understand the customer context 30 30
  31. 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
  32. 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
  33. 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
  34. 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
  35. Architecting the customer experience 35 35
  36. 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
  37. 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
  38. How to scale customer experiences 38 38
  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 39
  40. 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
  41. 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
  42. The digital systems 42 42
  43. 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
  44. 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
  45. start A perfect CLIENT CASE GJENSIDIGE
  46. just the beginning The bill is CLIENT CASE HAFSLUND
  47. How customer experience architecture can be disruptive
  48. 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
  49. Welcome Setup Use
  50. 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
  51. Customer experience architecture
  52. 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
  53. 53 http://liveworkstudio.com/berlin
  54. London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com 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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