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UXCON16 / How to put the customer at the heart of business / Daniel Ewerman

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Speech by Daniel Ewerman from Transformator Design at "UXCON16 - The Future of Business" held in Brescia, October 30th 2016.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... Download Full doc Ebook here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... Download PDF EBOOK here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/sr3gtlq } ......................................................................................................................... .........................................................................................................................
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UXCON16 / How to put the customer at the heart of business / Daniel Ewerman

  1. 1. Daniel Ewerman CEO and founder of Transformator Design & Custellence How to put the customer at the heart of the business
  2. 2. © Transformator Design 2016 •  ESTABLISHED 1998 IN STOCKHOLM & WORKS GLOBALLY •  MORE THAN 300 PROJECTS & SEVERAL TRANSFORMATIONS OF 10K EMPLOYER ORGANIZATION •  LOADS OF CASES WITH SUBSTANTIALLY IMPROVED BUSINESS RESULTS •  FUNDAMENTALLY IMPROVED THE QUALITY OF LIFE IN SWEDEN STRATEGIC SERVICE DESIGN PARTNER CLOUD BASED TOOL FOR CONTINUOUS IMPROVEMENT OF THE CUSTOMER EXPERIENCE
  3. 3. Why is customer centricity crucial?
  4. 4. © Transformator Design 2016 The winner is: The one knowing the customers’ best and have the ability to transform that into offers
  5. 5. © Transformator Design 2016 When everything is the same, the customer experience is the only differentiator
  6. 6. © Transformator Design 2016 Unhappy customers are stronger than big corporations
  7. 7. © Transformator Design 2016 Happy customers are cheaper than pained customers
  8. 8. © Transformator Design 2016 It’s a waste of resources to improve what customers don’t care about
  9. 9. © Transformator Design 2016 Digitalized confusions will not lead to higher efficiency
  10. 10. What is holding us back?
  11. 11. © Transformator Design 2016 Made up customer- truths is guiding the organization
  12. 12. © Transformator Design 2016 Customers’ live their lives, and are not in channels
  13. 13. © Transformator Design 2016 More focus on ”not doing wrong” than ”doing the right” 13
  14. 14. © Transformator Design 2016 The pressure on customer support were caused by the letter
  15. 15. © Transformator Design 2016 All employees’ reached their targets and were happy – except for the customers’ that were furious
  16. 16. © Transformator Design 2016 Development projects addresses internal needs and not customer needs 16
  17. 17. Cornerstones in the customer centric organization
  18. 18. © Transformator Design 2016 CUSTOMER INSIGHT CUSTOMER EXPERIENCE CENTRIC DEVELOPMENT & INNOVATION CUSTOMER EXPERIENCE CENTRIC CULTURE & BEHAVIOURS CUSTOMER EXPERIENCE CENTRIC GOVERNANCE & MEASUREMENT CUSTOMER EXPERIENCE CENTRIC VISION & STRATEGY A B C D ELEVEL 1 INTERESTED LEVEL 2 INVESTING LEVEL 3 ENGAGED LEVEL 4 DEDICATED LEVEL 5 INTEGRATED A B C DE WHAT CHARACTERIZES THE CUSTOMER CENTRIC ORGANIZATION
  19. 19. © Transformator Design 2016 THE CUSTOMER EXPERIENCE STRATEGY STRATEGY DEVELOPMENT CUSTOMER EXPERIENCE STRATEGY TRANSFORMATION CUSTOMER EXPERIENCE TARGET REALIZATION
  20. 20. © Transformator Design 2016 Define the problem together with the customer not only the solution
  21. 21. © Transformator Design 2016
  22. 22. © Transformator Design 2016 THE CUSTOMER JOURNEY AS A STRUCTURAL CAPITAL
  23. 23. © Transformator Design 2016 Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag Skickar in externt underlag Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras Utredning krävs Avslag/oense Överklagan Beslut om utbetalning Utbetalning Period med ersättning Ärendet avslutas Information Ansökan hemskickad SMS notifiering Brev om komplettering skickas Kommunikation sker per post SMS notifiering Besked skickas per brev Ringer och kollas kundens status Sök om bidrag, skickas med brev Besked om ersättningslut, skickas med brev Avslutat ärende skickas med brev Söker information på FK hemsida Anmäler via mina sidor Extern part skickar in intyg via FK webb Extern part skickar in intyg via FK webb Ansöker via mina sidor Notifiering på mina sidor XX dagar innan utbetalning via mina sidor Ringer FK för information Ringer agent, talsvar Ringer för att få hjälp att fylla i Ringer om rådgivning Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet? Ringer: Förstår inte utbetalnings perioden Ringer: Hur länge, nästa ansökan? Besöker kontor för information Lämnas hos FK av kund Lämnas in på kontor av kund Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet Kund frågar kontor om utbetalningen Anmäler via blankett Skickas in av kund Kund ansöker via blankett Blankett lagret Inscanning Öresund Utdata, skickar blankett Inscanning Öresund Ärendet blir bedömt av handläggare Handläggare blir informerad Handläggare avslutar ärendet ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod Customer Kundens aktiviteter Customer Emotion Service bevis Service bevis On Stage Digital kanal On Stage Kundtjänst On Stage Fysiskt möte On Stage Blanketter Backstage Aktiviteter Backstage Processer Backstage Systemstöd COLLABORATE AROUND A CUSTOMER JOURNEY THAT IS A CONSTANTLY UPDATED CHANGE PLAN
  24. 24. © Transformator Design 2016 Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag Skickar in externt underlag Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras Utredning krävs Avslag/oense Överklagan Beslut om utbetalning Utbetalning Period med ersättning Ärendet avslutas Information Ansökan hemskickad SMS notifiering Brev om komplettering skickas Kommunikation sker per post SMS notifiering Besked skickas per brev Ringer och kollas kundens status Sök om bidrag, skickas med brev Besked om ersättningslut, skickas med brev Avslutat ärende skickas med brev Söker information på FK hemsida Anmäler via mina sidor Extern part skickar in intyg via FK webb Extern part skickar in intyg via FK webb Ansöker via mina sidor Notifiering på mina sidor XX dagar innan utbetalning via mina sidor Ringer FK för information Ringer agent, talsvar Ringer för att få hjälp att fylla i Ringer om rådgivning Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet? Ringer: Förstår inte utbetalnings perioden Ringer: Hur länge, nästa ansökan? Besöker kontor för information Lämnas hos FK av kund Lämnas in på kontor av kund Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet Kund frågar kontor om utbetalningen Anmäler via blankett Skickas in av kund Kund ansöker via blankett Blankett lagret Inscanning Öresund Utdata, skickar blankett Inscanning Öresund Ärendet blir bedömt av handläggare Handläggare blir informerad Handläggare avslutar ärendet ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod Customer Kundens aktiviteter Customer Emotion Service bevis Service bevis On Stage Digital kanal On Stage Kundtjänst On Stage Fysiskt möte On Stage Blanketter Backstage Aktiviteter Backstage Processer Backstage Systemstöd IT ANCHOR ALL CHANGES TO THE CUSTOMERS NEEDS LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6
  25. 25. © Transformator Design 2016 Implement IT but activate people
  26. 26. © Transformator Design 2016 26 GREENHOUSE – DECENTRALIZED ENGAGING DEVELOPMENT SWEDISH PUBLIC EMPLOYMENT SERVICE
  27. 27. © Transformator Design 2016 “We didn´t try to convince everyone, we started with those who were curious and volunteers. Today nearly the whole organization wants too be a Greenhouse.“ PIA RYDQVIST CUSTOMER SERVICE MANAGER SWEDISH PUBLIC EMPLOYMENT SERVICE
  28. 28. © Transformator Design 2016 28 EDUCATE FOR HIGHER INTERNAL UNDERSTANDING AND CAPACITY
  29. 29. © Transformator Design 2016 29 EFFECTS: TELIASONERA INTERNET FIBER TO VILLAS
  30. 30. © Transformator Design 2016 30 EFFECTS: SYSTEMBOLAGET
  31. 31. © Transformator Design 2016 •  Lack of a clear customer experience vision and target •  Chanel focus overrides the customer focus •  Customer empathy is seen as a “nice-to-have” when the correlation between customer and business value is badly proven •  Lack of governance structure for the customer experience •  Badly performed customer insights results in poor credibility within the organization •  The customer journey is static, not updated and used as a roadmap CHECKLIST - WHY ORGANIZATIONS FAIL WITH THEIR CUSTOMER CENTRICITY
  32. 32. © Transformator Design 2016 Focus more on what your customers want you to be really good at and less on what you think you are bad at
  33. 33. SITE transformatordesign.se TWITTER @TransformatorD FACEBOOK facebook.com/transformatordesign Thanks! 33 CONNECT WITH ME: LINKEDIN // DANIEL EWERMAN

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