AE Foyer: Embrace your customer get digital (handouts 18052015)
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Customer experience for doing good business. Building a profitable enterprise no longer depends on finding the right product and setting the right price. We live in the age of the customer, who is well informed through the capabilities of the internet. Customer Experience has become an important element in doing good business. Companies will have to reinvent themselves in order to fully understand and serve their customers, employees and partners. Time to get started on building amazing experiences, aided by digital tools.
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AE Foyer: Embrace your customer get digital (handouts 18052015)
- 1. Embrace your customer, get digital
- 2. Kenny Follet Digital Architect Program Manager People Person Creative Thinker Strategy Executer Pragmatic Problem Solver Opportunity Spotter Enthusiastic Intrapreneur
- 3. Tom Devos Digital Architect Business Analyst Customer Experience Architect Serial Entrepreneur Motivated Intrapreneur Innovative Thinker History Lover Passionate Writer
- 4. We live in the age of the customer
- 5. Forrester defines the age of the customer as a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
- 6. disruption something that changes your plans or interrupts some event or process.
- 7. Mature Customer Experience Organizations Excel at 6 Disciplines Customer understanding Strategy Design Governance Culture Measurement
- 8. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 10. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 11. Who is your customer? Open a can of data!
- 12. Baby Steps towards Customer Understanding Do a customer interview! Mine calls, emails, social media! Ask your employees! Have a fieldtrip!
- 13. a fresh look at customer segments
- 14. towards cluster profiles… Variabele Cluster 1 Few and far between Cluster 2 Average Joe Cluster 3 ‘De rest’ Cluster 4 Dure smaak Cluster 5 Crème de la crème Bedrag per deelnemer -- -+ - + - Bedrag per inschrijving -- -+ -+ ++ + Aantal inschrijvingen -- -+ -- -- ++ Aantal deelnemers -- -+ -- -- ++ Bedrag per dag -- --+ ++ -++ - Clusters Juridisch, Overheid, Social media en mobile Persoonlijke vaardigheiden, Sociaal Recht Geen uitschieters Accountancy, Business management, Douane Logistiek Bedrijfscommunicatie, Marketing, Project Management, Secretariaat, HRM Accreditatie FSMA, IGO, Kamer voor Notarissen Geen uitschieters Geen uitschieters BIV IAB, Orde van de vlaamse balies
- 15. towards cluster profiles… Variabele Cluster 1 Few and far between Cluster 2 Average Joe Cluster 3 ‘De rest’ Cluster 4 Dure smaak Cluster 5 Crème de la crème Bedrag per deelnemer -- -+ - + - Bedrag per inschrijving -- -+ -+ ++ + Aantal inschrijvingen -- -+ -- -- ++ Aantal deelnemers -- -+ -- -- ++ Bedrag per dag -- --+ ++ -++ - Clusters Juridisch, Overheid, Social media en mobile Persoonlijke vaardigheiden, Sociaal Recht Geen uitschieters Accountancy, Business management, Douane Logistiek Bedrijfscommunicatie, Marketing, Project Management, Secretariaat, HRM Accreditatie FSMA, IGO, Kamer voor Notarissen Geen uitschieters Geen uitschieters BIV IAB, Orde van de vlaamse balies pick one
- 16. spot the opportunities… Self Organizing Map Segments Goede klant Cluster 5: Crème de la crème Goede klanten ‘Nog niet’ goede klanten Telenet Corona Direct Verzekeringen ABN AMRO Bank DANONE Friesland Campina Professional Coca Cola Enterprises Belgium Delta Lloyd Life Jetair Douwe Egberts Retail Belgium FOD Buitenlandse Zaken, Buitenlandse Handel en Ontwikkelingssamenwerking Bank J. Van Breda Synergie Belgium Borealis Kallo Unilever Belgium SAS Institute AXA Bank Europe Ikea Belgium Agfa Gevaert
- 17. spot the opportunities… Self Organizing Map Segments Goede klant Cluster 5: Crème de la crème Goede klanten ‘Nog niet’ goede klanten Telenet Corona Direct Verzekeringen ABN AMRO Bank DANONE Friesland Campina Professional Coca Cola Enterprises Belgium Delta Lloyd Life Jetair Douwe Egberts Retail Belgium FOD Buitenlandse Zaken, Buitenlandse Handel en Ontwikkelingssamenwerking Bank J. Van Breda Synergie Belgium Borealis Kallo Unilever Belgium SAS Institute AXA Bank Europe Ikea Belgium Agfa Gevaert build persona’s
- 18. Geert DE VAKMAN Ondernemer Digitaal Ondernemingsgrootte Groeifocus Diensten Producten Noden… Gedrag… • “Mensen moeten mij gemakkelijk vinden” • “Ik wil alleen nog de goede klanten hebben” • “Ik hoef niet de grootste te zijn, meer winst door slimmer te werken” • “Ik wil gekend zijn in de buurt” • “Ik heb geen tijd om aan die website te prutsen” • “Lap, mijn computer is weer kapot” • “Ik heb geen tijd om al mijn offertes gemaakt te krijgen” • “E-commerce en van die dingen, dat is niets voor mij, ik heb geen producten”. • “Ik zou eens mijn realisaties op mijn website moeten bijwerken” • “Focus op mijn klanten, marketing komt later” • “Ja, ik bezorg je die offerte zo snel mogelijk” • “Kan je mij eens helpen hoe ik mijn skype moet installeren?”
- 19. Saartje DE NIEUWE GENERATIE ONDERNEMER Ondernemer Digitaal Ondernemingsgrootte Groeifocus Diensten Producten Noden… Gedrag… • “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel mogelijk potentiële klanten bereiken?” • “Welke tools kan ik gebruiken om mijn zaak te versterken?” • “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen om trouwe klanten te kweken?” • “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te geven voor mijn klanten?” • “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele groei, zonder meteen de grootste te willen zijn?” • “Welke partners moet ik gebruiken om me te ondersteunen in mijn digitale uitdaging?” • “Hoe kan ik mijn producten zo goed mogelijk aan de man brengen, ook online, en hoe moet ik me daar rond organiseren?” • “Waar moet ik op focussen?” • “Ik krijg niet alles gedaan wat ik wil doen…” • “Een mooie website, da’s goud waard” • “Facebook en LinkedIn, dat heb ik wel onder de knie, met regelmaat een originele update, dat marcheert” • “Klanten zullen het je vertellen, maar als ze bij ons buitenkomen, is dat met een goed en voldaan gevoel, ze komen graag terug”. • “Ik probeer graag iets nieuws, met mensen, evenementen of beurzen of markten, maakt niet uit, en als en passant mijn zaak er mee geholpen is, zoveel te beter” • “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar weer hé.”
- 21. the top 10 journeys…
- 23. Map out your Customer Journey…
- 25. Map out your Customer Journey…
- 27. every journey has a purpose 1. Find & Fix 2. Envision Future Customer Experiences 3. Communication map for Employee Awareness 4. Making a Business Case for Change additional to ROI “it helps the decision makers to empathize” 5. Identify where we should be Listening to our Customers 6. Align your Leadership & Organisation on key-interactions and processes
- 28. Recommendations • Build Voice of the Customer (VoC) programs to systematically listen and interpret customer feedback, then act on that feedback and monitor results • Conduct field research with young consumers to understand their lifestyles and needs. Use techniques like interviews, journal studies, and ethnography. • Build personas that enable the organization to share a common understanding of the important attributes, motivations and needs of target customers • Create customer journey maps for those personas to develop a deep understanding of their interactions with your organization 28
- 30. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 34. What is true customer value? “People don’t want a quarter-inch drill, they want a quarter-inch hole.” Theodore Levitt, 1960s
- 35. Meer motivatie door eenvoudig uitvoerbare tips Goed persoonlijk opstart gesprek om doelstellingen en context te bepalen Veel algemene info, maar niet op maat en moeilijk vol te houden Health coaching App geeft dagelijks 1 realistische tip, info of aanmoediging Vermageren om te kunnen fietsen met kleinkinderen Securex Health Coaching Initiative Vermageren
- 37. Align your customer experience strategy with your company strategy!
- 38. Recommendations •Creating a good customer experience is not a strategy • Look for specific ways to create value for your customer • Look for specific ways to make things easy and enjoyable for your customer • Align this with who you are: your brand promise, your differentiators, your playing field • Check how you can capture value for your organisation • Make sure you really step into your customer’s shoes • Really take an outside in look
- 39. Your customers are not you. They don’t look like you, They don’t think like you, They don’t do the things that you do, They don’t have your expectations or assumptions. If they did, They wouldn’t be your customers; They would be your competitors. Mike Kuniavsky @ InspireUX
- 40. [gettingstarted]
- 41. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 43. envisioning the future entrepreneur
- 44. testing our prototype, with not a single line of code
- 45. off course, style matters…
- 46. but the business needs to change as well…
- 47. minimum lovable experience vs. long term vision act Need Help - GTM SupportWebserviceSupportDeskSolutionSME I need help I got help Show Service Request Form Fill-In & SaveService Request Follow-up Request & Contact SME Is the problem solved? Close Service Request Save Service Request & Send Confirmation to SME with Service Request ID Show Infomovie Was this sufficient? Joined Action [No] [Yes] [No] [Yes] act Need Help - To Be SupportToolSupportDeskKnowledgeBaseSolutionSME I need help Search for help in my current screen Redirect to Knowledge Base Show related topics for the current screen Whas this Topic Relevant?Navigate & Read Through Topics Log succesful support action via Knowledge Base I got help Redirect to Customer Support Page Display New Ticket Request Create Service Request Log Service Request Follow-up Request & Contact SME Is the problem solved? Close Service Request [Yes] [No] [No] [Yes]
- 48. this is where you want to end up… Customer Engagement Platform Customer Oriented Applications EnterpriseBackoffice Platform Channels & Media Customer Journey Information Customer Oriented Services Channel Interactions Customer Engagement Publish data Enterprise Applications Marketing Sales Contracts Management Reporting Security Portals & Apps Contact Center EnterpriseIntegration Customers Employees Products & Services Communities Partner Integration Partner Platforms Partners Authentication Pers. DigitalSharing Pers. Assistance Non-RepudiationAuditingAuthorization Data Capture Analytics Strategy & Policies Measurement Customer Application Layer Customer Interaction Layer Personalisation Data Layer Customer Services Layer Enterprise Service Layer Enterprise Integration Layer Security Layer Partner Integration Layer Cross Channel Engagement Layer
- 49. recommendations •Focus on User Experience when building a new solution • Customer Interviews & Co-Creation • Rapid testing with Mockups & Prototypes • Styling is an underestimated role •Don’t try to build Rome in a day, but envision where you want to end up • Envision the future • Build minimum lovable experiences • Repeat & Pivot
- 50. [gettingstarted]
- 51. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 52. C make customer thinking part of your DNA You can start with small climate changes
- 53. KPI: Lead time from signing of contract to first customer visit KPI: Lead time from reception of signed contract to customer active in administration process owners watch over the process Contract to client Deliver services Year 1: commercial Every year Contact to contract Year 1: initial setup Internal view Customer view KPI: Lead time from signing of contract to early first contact Customer value perception Improve process efficiency Improve customer experience process owners watch over the customer’s value perception
- 54. customer facing = customer empowered? Create customer engaged teams
- 55. Value co-creation • Customers are part of your value chain, use them! • Eg: Securex and Volvo engineered a new product for the employees of Volvo (“Customers” of your customers)
- 56. Recommendations • A change of culture can start with small climate changes • Trigger a person that already looks beyond typical organisational boundaries to also take the customer’s viewpoint • Empower a customer facing person or team to create true customer engagement • Pitch a product idea with a customer and start a co-creation initiative • Who in your organisation already has the customer top of mind? • Where in your organisation can you implement customer thinking with small baby steps?
- 57. Engineer your digital engagement platform Customer Understanding Start from the Customer Journey Strategy Identify True Customer Value Design The Customer Experience Culture & Governance Implement customer solutions & processes Measure Optimize Outcomes
- 58. CX measurements helps answer three key questions 1. How good is our customer experience? 2. What do we need to do to improve CX quality? 3. How are we benefiting from our efforts?
- 59. CX measurements helps answer three key questions 1. How good is our customer experience? 2. What do we need to do to improve CX quality? 3. How are we benefiting from our efforts?
- 60. Perception of experiences exists on different levels Source: Forrester: January 2013 “Executive Q&A: Customer Experience Measurement” report 60
- 62. Customer Experience Index CXi = %Promoters %Detractors-=
- 63. [gettingstarted]
- 64. CX measurements helps answer three key questions 1. How good is our customer experience? 2. What do we need to do to improve CX quality? 3. How are we benefiting from our efforts?
- 66. CX measurements helps answer three key questions 1. How good is our customer experience? 2. What do we need to do to improve CX quality? 3. How are we benefiting from our efforts?
- 67. [gettingstarted]