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Driving Organizational Alignment
THROUGH
Customer Experience APA 2016
Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Americ...
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
WHY ORGS ARE
LEARNING TO VALUE
EXPE...
PROCESSSYSTEMS PEOPLEinfluence
which is
interpreted
by
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete...
PROCESS
which is
manifested
as
PEOPLE SYSTEMSinfluence
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete...
Human-Centered Design
DISCOVER DESIGN
BEGIN EXPLORE DECIDE PROTOTYPE / TEST
DEPLOY
DECIDE
American Psychological Associati...
Human-Centered Design
DISCOVER
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
HOW OFTEN
HOWLONG
• Time Consuming
...
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
HOW OFTEN
HOWLONG
+
– +
The Way We ...
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
VISIONMISSIONdrives andVALUES
The V...
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
PROCESS
which is
manifested
as
PEOP...
Components of Culture
CULTURE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
MISSI...
CX“Customer Experience”
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
UX
UX
UX
CX
Channels
Ways your customers
interact with your
business. Each
channels is full of
Touchpoints.
Touchpoints
Specific moment...
Ways of Seeing Experience
Channels
Ways your customers
interact with your
business. Each
channels is full of
Touchpoints.
...
Ways of Seeing Experience
Touchpoints
Specific moments and
places where
customers interact
with your business.
APPWEBSITE H...
Journeys
The customer’s
process of interacting
with your company.
The best experiences
occur when we
intentionally
coordin...
Most organizations simply
are not set up to deal with today’s
customer experience demands.
American Psychological Associat...
“ believe that customer
experience will be their
primary basis for
competition by 2016,
versus 36% four years ago.”
Maeda,...
“WITH A POSITIVE EXPERIENCE
more likely 

to buy
6x
more likely 

to forgive 

a mistake
5x
more likely 

to recommend

th...
Experience
is Fleeting
USABLE
USEFUL
DESIRABLE
– +
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Ki...
USABLE
USEFUL
DESIRABLE
– +
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Experie...
Outdated Structures & Systems
ORGANIZATIONAL
STRUCTURES
TECHNICAL
ARCHITECTURES
CX
1 2 3 4
American Psychological Associat...
How we cultivate
is what we create.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Components of Culture
CULTURE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
MISSI...
CULTURE IS
IS CULTURE
EXPERIENCE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
CX
CX
CX
CX
CX
CX
CX
CX
CX CX
CX CX
Employees are at the Heart of CX
American Psychological Association - 2016Melanie Kins...
In a Gallup study of 200 hospitals,
they found that the engagement
level of nurses was the number one
variable correlating...
EXPERIENCE
as a
VALUE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
A Holistic Approach to Experience
Structure
EXPERIENCE
as a
VALUE
Systems
Strategy
Behavior
American Psychological Associa...
EXPERIENCE
as a
VALUE
Strategy
2016 2017 2018
ASSESSMENT
MULTI-YEAR
KEY PRIORITIES & MILESTONES
1
2
3
American Psychologic...
EXPERIENCE
as a
VALUE
Strategy
2016 2017 2018
ASSESSMENT
MULTI-YEAR
KEY PRIORITIES & MILESTONES
1
2
3
American Psychologic...
EXPERIENCE
as a
VALUE
Structure
FINANCE DEV PRODUCT
1. They call it Marketing
SALES & MKT FINANCE DEV PRODUCT
2. They have...
EXPERIENCE
as a
VALUE
Behavior
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
pain gain
think & feel
say & do
hear see
Tools We Use l Empathy Map
American Psychological Association - 2016Melanie Kinse...
EXPERIENCE
as a
VALUE
Systems
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
A Holistic Approach to Experience
Structure
EXPERIENCE
as a
VALUE
Systems
Strategy
Behavior
American Psychological Associa...
Thank You
Melanie Kinser Ph.D.
MelanieKinser@me.com
@ThinkWyn
Pete Kinser M.S., M.Ed.
PeteKinser@mac.com
@PeteKinser
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Driving Organizational Alignment Through Customer Experience

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Presented: American Psychological Association 2016. As organizations work to adapt to a changing digital landscape, their ability to leverage insights from the Customer Experience and implement the necessary organizational change will directly influence their ability to prosper in this new era.

Organizations are beginning to value Experience. Now the question is: How can you drive Experience as a Value within your organization?

Published in: Business
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Driving Organizational Alignment Through Customer Experience

  1. 1. Driving Organizational Alignment THROUGH Customer Experience APA 2016 Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. American Psychological Association - 2016
  2. 2. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. WHY ORGS ARE LEARNING TO VALUE EXPERIENCE HOW TO DRIVE EXPERIENCE AS A VALUE
  3. 3. PROCESSSYSTEMS PEOPLEinfluence which is interpreted by American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. How We Were
  4. 4. PROCESS which is manifested as PEOPLE SYSTEMSinfluence American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. How We Are
  5. 5. Human-Centered Design DISCOVER DESIGN BEGIN EXPLORE DECIDE PROTOTYPE / TEST DEPLOY DECIDE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  6. 6. Human-Centered Design DISCOVER American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  7. 7. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. HOW OFTEN HOWLONG • Time Consuming • Isolated • Disconnected + – + The Way We Were
  8. 8. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. HOW OFTEN HOWLONG + – + The Way We Are + • Quick • Integrated • Connected
  9. 9. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. VISIONMISSIONdrives andVALUES The Values Driven Organization
  10. 10. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. PROCESS which is manifested as PEOPLE SYSTEMSinfluence VISIONMISSIONdrives andVALUES
  11. 11. Components of Culture CULTURE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. MISSION VISION VALUES PEOPLE PROCESS SYSTEMS
  12. 12. CX“Customer Experience” American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  13. 13. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. UX UX UX CX
  14. 14. Channels Ways your customers interact with your business. Each channels is full of Touchpoints. Touchpoints Specific moments and places where customers interact with your business. Journeys The customer’s process of interacting with your company. The best experiences occur when we intentionally coordinate touchpoints with customer needs across their various channels. Ways of Seeing Experience American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  15. 15. Ways of Seeing Experience Channels Ways your customers interact with your business. Each channels is full of Touchpoints. APPWEBSITE HOSPITAL American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  16. 16. Ways of Seeing Experience Touchpoints Specific moments and places where customers interact with your business. APPWEBSITE HOSPITAL • First-Time
 Login • Scheduling
 an Appointment • Locating 
 a Patient • Waiting to 
 be Seen • Paying 
 a Bill • Searching
 Doctors American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  17. 17. Journeys The customer’s process of interacting with your company. The best experiences occur when we intentionally coordinate touchpoints with customer needs across their various channels. Checks in with app Office difficult to find + Patient isn’t scheduled with correct doctor Doctor’s Visit “How was your visit “ survey Ways of Seeing Experience Receives Email ConfirmationSearching Doctors American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. @ @
  18. 18. Most organizations simply are not set up to deal with today’s customer experience demands. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  19. 19. “ believe that customer experience will be their primary basis for competition by 2016, versus 36% four years ago.” Maeda, 2016 89% of COMPANIES American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  20. 20. “WITH A POSITIVE EXPERIENCE more likely 
 to buy 6x more likely 
 to forgive 
 a mistake 5x more likely 
 to recommend
 the company 12x Maeda, 2016 American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  21. 21. Experience is Fleeting USABLE USEFUL DESIRABLE – + American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  22. 22. USABLE USEFUL DESIRABLE – + American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. Experience is Fleeting
  23. 23. Outdated Structures & Systems ORGANIZATIONAL STRUCTURES TECHNICAL ARCHITECTURES CX 1 2 3 4 American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  24. 24. How we cultivate is what we create. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  25. 25. Components of Culture CULTURE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. MISSION VISION VALUES PEOPLE PROCESS SYSTEMS
  26. 26. CULTURE IS IS CULTURE EXPERIENCE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  27. 27. CX CX CX CX CX CX CX CX CX CX CX CX Employees are at the Heart of CX American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  28. 28. In a Gallup study of 200 hospitals, they found that the engagement level of nurses was the number one variable correlating to mortality, even beating out the number of nurses per patient day. Forbes, 2015 American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  29. 29. EXPERIENCE as a VALUE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  30. 30. A Holistic Approach to Experience Structure EXPERIENCE as a VALUE Systems Strategy Behavior American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  31. 31. EXPERIENCE as a VALUE Strategy 2016 2017 2018 ASSESSMENT MULTI-YEAR KEY PRIORITIES & MILESTONES 1 2 3 American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  32. 32. EXPERIENCE as a VALUE Strategy 2016 2017 2018 ASSESSMENT MULTI-YEAR KEY PRIORITIES & MILESTONES 1 2 3 American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  33. 33. EXPERIENCE as a VALUE Structure FINANCE DEV PRODUCT 1. They call it Marketing SALES & MKT FINANCE DEV PRODUCT 2. They have a CX silo CX FINANCE DEV PRODUCT 3. CX works across a few groups CX SALES & MKT FINANCE DEV PRODUCT 4. CX as an Org Value SALES & MKT American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. SALES & MKT CX
  34. 34. EXPERIENCE as a VALUE Behavior American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  35. 35. pain gain think & feel say & do hear see Tools We Use l Empathy Map American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  36. 36. EXPERIENCE as a VALUE Systems American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  37. 37. A Holistic Approach to Experience Structure EXPERIENCE as a VALUE Systems Strategy Behavior American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
  38. 38. Thank You Melanie Kinser Ph.D. MelanieKinser@me.com @ThinkWyn Pete Kinser M.S., M.Ed. PeteKinser@mac.com @PeteKinser

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