Greg Oxton

1. Service Excellence
ISSIP Innovation SIG
Greg Oxton
Consortium for Service Innovation

2. Consortium Members
2

3. The Goal of the
Support Organization?
Definition of Service Excellence
• Maximize customer realized value/success
through the use of our products and services
– Easy and seamless service integrated into the
context of use
– Continuous improvement of the whole customer
experience
3

4. Time
CustomerValue
+
-
0
Customer
Expectations
Expectations
Not Met
“Maintenance”
Expectations
Exceeded
“Added Value”
Customer Value
4

5. Time
Customer
Expectations
Case/Incident
Opened
Exception
Self-service
and Forums
Integrated
Resolution
*
*
*
*Value Erosion
Value ErosionCustomerValue
+
-
0
5

6. “Added Value”
Reduce Customer Effort
Time
CustomerEffort
High
Low
Automation
Ease of use
Context sensitive help
6
Customer
Expectations

7. “Added Value”
Increase Capability
CustomerValue
Time
Low
High
Sense and respond
to customer intentLearning
On-demand
Functionality
7
Customer
Expectations

8. “Added Value”
What if we could do both!
Increase capability and reduce effort
CustomerValue
Time
CustomerEffort
Low
High High
Low
Automation
Ease of use
Sense and respond
to customer intentLearning
Context sensitive help
On-demand
Functionality
8

9. Added Value
• Enabling pre-defined customer capability and
service levels is necessary.
• Responding to un-anticipated needs and
opportunities is compelling!
– How do we dynamically create the capability and
capacity to respond to unanticipated customer
needs in a relevant and timely way?
– Scope: the entire customer experience (not just
support experience)
9

10. Organizational
Comparison
Old Model
– Structural capital
– Hierarchies
– Linear processes
– Command and control
– Activity based measures
New Model
– Social capital
– Networks
– Double loop processes
– Alignment/engagement
– Value based measures
10
The Adaptive
Organization

11. Old Model New Model
11
Relationship
High
Efficiency
Low High
On Site
Remote
Support
Call
Mgmt
Web
Relationship Efficiency
Integrated and Generative?
Compromise?

12. What we need is. . .
12
• Non-linear model that connects relevant people
independent of their role
• Focused on customer success
• Generative – on demand capability and capacity
• Every interaction is an opportunity to improve the next
interaction
Customers
Partners
Employees
Competition
The Fringe

13. Organizational
Implications
• How aligned and engaged are we?
– Are goals and values explicit and well-known?
• How well and broadly do we collaborate?
– Are there strong organizational boundaries that inhibit cross
functional collaboration?
• What is our tolerance for discovery?
– Do we fear failure more than we celebrate learning?
• Are customers present in our conversations?
– Are those who will benefit from the outcome part of the
conversations?
• How good are we at capturing and reusing what we
collectively know?
9/16/2014
13

14. Service Excellence
ISSIP Innovation SIG
Greg Oxton
Consortium for Service Innovation
www.serviceinnovation.org