Summary about the approach "A Lean Way to Customer Experience" and about the key success factors for applying it. It is about the value of the combination of Customer Experience Management and Lean Management.

2. implementconsultinggroup.com
DELIGHTYOUR
CUSTOMER–BUTIN
ANEFFICIENTWAY!
To win in the market you have to go beyond great products and services.
You have to deliver exciting customer experiences. But that’s still not
enough! The underlying processes must not be complex or expensive
– they should be efficient. This is the only way that you can generate an
outstanding customer experience that is also profitable for the company.
Have you ever faced an ambitious
growth target while also having to
increase profitability? When companies
try to achieve this, we see two typical
challenges:
• Many companies have separated
considerations when it comes to cost
focus and customer focus. A pure
cost focus strategy is not sustainable,
and a pure customer focus strategy
is not survivable.
• Many companies are organised in
a way, where process improvement
falls under an operations perspective,
whereas customer experience design
falls under a sales and marketing
perspective.These split perspectives
prevent an integrated approach
and force companies to prioritise
between the two.
At Implement, we use the approach
called “The Lean Way to Customer
Experience”. It is a combination of
Customer Experience Management and
Lean Management, and this ensures
that both perspectives are in focus.
With “The Lean Way to Customer
Experience”, we can integrate these two
worlds and generate important results:
“The Lean Way to Customer Experi-
ence” differs significantly from ordinary
Lean Management and Customer
Experience projects.To succeed with
this approach, it is worth considering
the following:
• A good team mix:Represent all
affected areas in your team mix
– from site management, sales,
engineering, production and
assembly etc.
• Customer views:Interview
representa­tive customers at the
start and after presenting initial
ideas about the customer journey
and the process.
• Collaborative conversations:Docu-
ment the entire customer journey
and play it back using role play.You
should play back the customer’s
perspective with all customer
touchpoints as well as the internal
processes behind it. Record the role
play of both perspectives.
Ensure true customer centricity in
a Lean way!
Lean
Management
Lean way
to customer
experience
Customer
Experience
Management
Maximum effect on
customer fascination
Waste-free
processes
Hints and references:
1
Customer Loyalty: 89% of the customers switch to a competitor after a bad experience (Ref.: Oracle, Customer Experience Impact Report, 2011)
2
Willingness to pay: 86% of the customers are willing to pay a premium for a good experience (ref.: ACE, Lean Management Study, 2009)
Increase of
customer
excitement
and loyality1
Increase of
willingness
to pay2
Reduction of
resource allocation
to non-value-
adding activities
Realization of cost reducing
potential and improvement
of customer experience and
thus profitability
Results of Lean
way to customer
experience