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?
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Driving Organizational Alignment Through Customer Experience
- 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. 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. PROCESSSYSTEMS PEOPLEinfluence which is interpreted by American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. How We Were
- 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. 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. Human-Centered Design DISCOVER American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. 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. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. VISIONMISSIONdrives andVALUES The Values Driven Organization
- 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. 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. CX“Customer Experience” American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 13. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. UX UX UX CX
- 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. 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. 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. 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. 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. “ 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. “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. Experience is Fleeting USABLE USEFUL DESIRABLE – + American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 22. USABLE USEFUL DESIRABLE – + American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed. Experience is Fleeting
- 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. How we cultivate is what we create. American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. CULTURE IS IS CULTURE EXPERIENCE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. 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. EXPERIENCE as a VALUE American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. 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. 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. 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. EXPERIENCE as a VALUE Behavior American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. EXPERIENCE as a VALUE Systems American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
- 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. Thank You Melanie Kinser Ph.D. MelanieKinser@me.com @ThinkWyn Pete Kinser M.S., M.Ed. PeteKinser@mac.com @PeteKinser