The document discusses applying the principles of alchemy to transform customer experience. It argues that business analysis teams can position themselves strategically by thinking outside-in about customer touchpoints and encouraging this perspective organizationally. Transforming customer experience involves understanding their journey, remediating pain points, and using process optimization and design thinking to focus on customer needs above internal concerns. For business analysis services, this means getting closer to internal customers and baking customer-centric frameworks to better meet customer needs and improve recommendations.
Scholtes Canvas for Lean Sales and MarketingBusiness901
In reviewing Scholtes work, I found a similar outline that could be developed into an A3 or a canvas. These are tools that we have been using in the Lean world. However, we have stopped short applying them from a Customer – In perspective as described by Scholtes. This canvas is developed in language that is understood by both Lean Practitioners and Sales & Marketing. The Scholtes Canvas can serve as the natural bridge that is needed between Lean and Sales & Marketing.
Scholtes Canvas for Lean Sales and MarketingBusiness901
In reviewing Scholtes work, I found a similar outline that could be developed into an A3 or a canvas. These are tools that we have been using in the Lean world. However, we have stopped short applying them from a Customer – In perspective as described by Scholtes. This canvas is developed in language that is understood by both Lean Practitioners and Sales & Marketing. The Scholtes Canvas can serve as the natural bridge that is needed between Lean and Sales & Marketing.
ven in well-run businesses, it may sometimes be necessary to deal with employees' grievances.
Therefore it's crucial that you have written grievance procedures. If problems do arise, these procedures should help you and your employee resolve them within the workplace. They should also ensure that you deal with employees' grievances fairly.
Why Strategic Experience Alignment Is An Imperative... For Your Employeesjmaclaren
Experience Design (XD) is a way of focusing on the quality of the experience when designing products, processes, applications, and services. It gives the audience of end users a voice and role alongside the Business and IT groups. This approach starts by finding the answers to three fundamental questions:
- Who is my audience?
- What are they trying to do?
- How can I help them do that
The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.
Bryan Peña
VP, Contingent Workforce Strategies and Research Staffing Industry Analysts
During this session we will be reviewing what strategies and techniques you can use to maximize program success and ensure long term hiring manager satisfaction. In addition to savings strategies and performance ratios we will provide some up to the moment insight from our latest research initiatives.
Tavant Technologies Showcases its Field Service Mobilty Solution at WCM 2012 Tavant Technologies Inc.
Automation of Warranty Management applications helps improve warranty KPIs and reduce costs. But there is another other side of warranty that connects to the field repair process, which is often overlooked.
Service technicians are usually in the field to fix the customers’ problems proficiently, and should not be bothered with any other issues that could delay or hold their work. Be it preventive maintenance, unscheduled repair or warranty replacement, troubleshooting and decision making in the field is often intricate and time-consuming.
Also, field technicians strive to understand complex contract or warranty entitlements, policies, or service bulletins to make on-field decisions on troubleshooting or to evaluate the coverage for billing and warranty or service contracts.
Therefore, it’s important for organizations to mobilize their field service staff by automating the field service tasks, and connecting transactions in the field with warranty, contracts and other backend ERP systems.
In this white paper, the author discusses the real-life challenges faced by field technicians and how they can be empowered with mobility solutions to improve field productivity, increase accuracy of diagnostics, reduce warranty and invoicing cycle times, enhance service revenues, and most importantly, improve customer experience to make service excellence a strong selling point.
Flevy.com - Blue Ocean Strategy - The Peaceful StrategyDavid Tracy
This is a partial preview of the document found here:
https://flevy.com/browse/business-document/blue-ocean-strategy-114
Description:
This document provides a comprehensive and very well crafted summary of Blue Ocean Strategy. It explains its principles, tools, and frameworks using simple and carefully selected examples, which tie the framework to real world, modern organizations. In addition, this document includes a supporting 1-page mind map (PDF document) that breaks down your Blue Ocean Strategy into its component parts.
CIBER Managed Services GmbH built a dynamic Cloud Infrastructure for SAP landscapes, based on a combination of IBM server, storage, database, and system management software. The new storage infrastructure, which consists of the IBM XIV Storage System and IBM SAN Volume Controller, offers individual service classes to suit different customer needs, maximizing operational efficiency and minimizing expenses. The SAP application landscapes run on both IBM Power Systems servers and IBM System x Blade Server technologies.
Visit http://bit.ly/KWh5Dx to 'Follow' the official Twitter handle of IBM India Smarter Computing.
ven in well-run businesses, it may sometimes be necessary to deal with employees' grievances.
Therefore it's crucial that you have written grievance procedures. If problems do arise, these procedures should help you and your employee resolve them within the workplace. They should also ensure that you deal with employees' grievances fairly.
Why Strategic Experience Alignment Is An Imperative... For Your Employeesjmaclaren
Experience Design (XD) is a way of focusing on the quality of the experience when designing products, processes, applications, and services. It gives the audience of end users a voice and role alongside the Business and IT groups. This approach starts by finding the answers to three fundamental questions:
- Who is my audience?
- What are they trying to do?
- How can I help them do that
The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.
Bryan Peña
VP, Contingent Workforce Strategies and Research Staffing Industry Analysts
During this session we will be reviewing what strategies and techniques you can use to maximize program success and ensure long term hiring manager satisfaction. In addition to savings strategies and performance ratios we will provide some up to the moment insight from our latest research initiatives.
Tavant Technologies Showcases its Field Service Mobilty Solution at WCM 2012 Tavant Technologies Inc.
Automation of Warranty Management applications helps improve warranty KPIs and reduce costs. But there is another other side of warranty that connects to the field repair process, which is often overlooked.
Service technicians are usually in the field to fix the customers’ problems proficiently, and should not be bothered with any other issues that could delay or hold their work. Be it preventive maintenance, unscheduled repair or warranty replacement, troubleshooting and decision making in the field is often intricate and time-consuming.
Also, field technicians strive to understand complex contract or warranty entitlements, policies, or service bulletins to make on-field decisions on troubleshooting or to evaluate the coverage for billing and warranty or service contracts.
Therefore, it’s important for organizations to mobilize their field service staff by automating the field service tasks, and connecting transactions in the field with warranty, contracts and other backend ERP systems.
In this white paper, the author discusses the real-life challenges faced by field technicians and how they can be empowered with mobility solutions to improve field productivity, increase accuracy of diagnostics, reduce warranty and invoicing cycle times, enhance service revenues, and most importantly, improve customer experience to make service excellence a strong selling point.
Flevy.com - Blue Ocean Strategy - The Peaceful StrategyDavid Tracy
This is a partial preview of the document found here:
https://flevy.com/browse/business-document/blue-ocean-strategy-114
Description:
This document provides a comprehensive and very well crafted summary of Blue Ocean Strategy. It explains its principles, tools, and frameworks using simple and carefully selected examples, which tie the framework to real world, modern organizations. In addition, this document includes a supporting 1-page mind map (PDF document) that breaks down your Blue Ocean Strategy into its component parts.
CIBER Managed Services GmbH built a dynamic Cloud Infrastructure for SAP landscapes, based on a combination of IBM server, storage, database, and system management software. The new storage infrastructure, which consists of the IBM XIV Storage System and IBM SAN Volume Controller, offers individual service classes to suit different customer needs, maximizing operational efficiency and minimizing expenses. The SAP application landscapes run on both IBM Power Systems servers and IBM System x Blade Server technologies.
Visit http://bit.ly/KWh5Dx to 'Follow' the official Twitter handle of IBM India Smarter Computing.
Medieval Alchemy and the Philosopher’s Stone: The Story Harry Potter Didn't T...sssinanian
Presented by Mr. Sev Sinanian
J. Sargeant Reynolds Community College
Original Slidecast for Medieval Day, Spring 2011
Re-cast for Science Night, Spring 2012
I recently spoke at the BPO India Forum event on the topic of Workforce productivity & the role of services workforce in BPOs in driving end consumer experience. I have suggested an approach for organizations to achieve significant improvements in service delivery while keeping costs constant, thereby allowing the BPO to achieve non-linear growth.
How to Turn Your Customers into your sales team - TEC 401Iven Frangi
Customer Exprerience presentation called "How to turn your customers into your sales team' by Iven Frangi - April 09. Contact Iven to speak or coach you in customer experience creation and installation in your business. iven@cxm.com.au
There are 3 stereo types that business functions tend to gravitate towards. IT can only be effective if it occupies all 3, but usually it falls into a support the business role with a blinkered mindset. Enterprise Architecture helps
Go To Market – Case – Demandware RebrandingMichael Skok
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
My lightning talk at Agile 2018, Break Bad Agile Transformations (in five minutes). An exploration of how I contributed to bad transformations, then worked out what was going well, and am now doing better.
The Accidental BA Leader - Introducing Leadership Capability PatternsDavid Morris, MBA
First delivered at the 2014 BA Masterclass in Auckland, NZ, this talk explores what I learned about leadership at various stages of my career, and how this has evolved into Leadership Capability Patterns.
Successful Agile Adoption as a Foundation to Transformation Enable2016David Morris, MBA
Presented at Enable2016 conference in Auckland NZ.
Case study: Successful adoption of Agile as a foundation for transformation success.
> Gaining executive support, understanding and tolerance when employing Agile
> Key initial steps in embarking on a transition to Agile
> An awareness of blockers and enablers
> Metrics that allow measurement of Agile success
3A lightning talk at the 2015 BA Development Day conference, at Te Papa in Wellington NZ.
If we are to improve the balance between the art and science of business analysis and to strengthen our skills and approaches, then we had better break some of our bad BA habits!
There is so much waste involved in how business analysis is applied to most project methodologies and governance frameworks, from bloated requirements documents, to modules defined that are never needed, to hand-overs that add no value, to keeping people waiting, to having to rework. These are all effectively software development variants of the original seven forms of waste (or Muda) from the Toyota Production System … and there is now an eighth far more insidious form of waste of which BAs can be as guilty as anyone else.
David will share a brief rant about these BA wastes and his vision of what a lean approach to business analysis could look like.
If meetings are boring and you want another way to generate ideas or solve problems, brainstorming only gets you so far … the concept of Gamestorming takes this one step further, as a means of using structured play for business.
Applying lean and agile principles to governance ends up with a cut down series of six questions to ask at each and every decision gate; applied the same too all projects, whether at business case stage, in flight, or pre-launch.
On 24 July 2009, I was fortunate enough to speak at the BA World conference in Wellington, to talk about Centres of Excellence for business analysis, how aiming for excellence would help us overcome some of our challenges, on what those first steps would look like. This was the first public airing of the early stages of what would evolve to become my practice development approach.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Sustainability: Balancing the Environment, Equity & Economy
The magic of transforming customer experience
1. The New Alchemy
The magic of transforming
customer experience
13 February 2013
Redvespa / David Morris / BALM
2. Alchemy, eh?
Medieval forerunner to chemistry, combining mysticism and
early science to make everything the best it could be:
1. elixir of life
2. enlightenment
3. how to turn base metals into noble metals
Redvespa / David Morris / BALM
3. Alchemy, eh?
The New Alchemy
What we’ll be exploring:
customer for BA turning lead our BA our
experience teams into gold service customers
Redvespa / David Morris / BALM
10. CUSTOMER EXPERIENCE:
customer experience is what customers
are left feeling, whether that’s good, poor,
or indifferent
Redvespa / David Morris / BALM
12. change the way we think about our work
CUSTOMER
experiences outside-in
Focus on the interactions
touchpoints
touchpoints
procedures
systems inside-out
ORGANISATION
Customer experience framework
Redvespa / David Morris / BALM
14. IMPORTANCE FOR BA TEAMS:
we can better position our BAs by getting
them to think outside-in and encouraging
that thinking throughout the organisation
Redvespa / David Morris / BALM
19. TURNING LEAD INTO GOLD:
customer experience transformation uses
all our skills and knowledge in process
optimisation and user-centred design
- customer-first then internal
Redvespa / David Morris / BALM
20. FOR OUR BA SERVICE
Redvespa / David Morris / BALM
21. who are our customers (internal)
Redvespa / David Morris / BALM
22. BA framework - touchpoints
Considers needs in the
‘voice of the customer’,
throughout their experience
Customer experience touchpoints
Discover Enquire Buy Set-up Use Resolve Change Pay Stop
… reflected by the
Customer Experience Lifecycle
‘response of the enterprise’
Customer-facing capabilities
Inform Sell Fulfil Operate Assure Manage Bill
Internal support / enterprise capabilities
Support &
Strategy Finance HR Infrastructure Product
Readiness
Not forgetting the
‘needs of the enterprise’
Redvespa / David Morris / BALM
23. BA framework – end-to-end process
Customer
Sales
Fulfilment
Finance
Redvespa / David Morris / BALM A ‘descriptive’ BPMN model of a customer-triggered end-to-end process
24. BA framework – use case diagram
Enquire
Stop Business
Customer
Business
[Past]
Customer
[Prospect]
Buy Change
Resolve Business
Business Set-up Customer
Customer [Active]
[Active]
Use Pay
Consumer Bank
Redvespa / David Morris / BALM A generic use case diagram of the typical customer lifecycle
25. FOR OUR BA SERVICE
get closer to those to whom we’re
delivering business analysis services
- bake this approach into our BA
frameworks
Redvespa / David Morris / BALM
27. FOR OUR CUSTOMERS
- ensure customers are more likely to
find, buy, and recommend
- more likely to design more effective
services and processes to support that
Redvespa / David Morris / BALM
28. summary
• customer experience is important
• position our teams to maximise on this and lead it
• customer experience as part of our BA frameworks
• improves relationships internally
• right approach for customers & for effective process
Redvespa / David Morris / BALM
29. THANK YOU
@redvespanz
@davidjcmorris
Redvespa / David Morris / BALM
Editor's Notes
So, why ‘alchemy’?Alchemy is the Medieval forerunner to chemistry, combining mysticism and proto-science.Alchemists pursued the ‘unobtainable’, of making everything the best it could be:- elixir of life – to make humans live forever- spiritual enlightenment – to bring us redemption- transforming base metals into noble metals (i.e. lead into gold)It’s the last of these we’re here to talk about todayHow to transform a poor or OK customer experience into a great one! And I like to think of business analysts a little like alchemists, we strive to make things better, and we don’t think that should be unobtainable.
So, today we’ll be coveringWhat is customer experience?- and what does this mean for BA teams?How we go about turning lead into gold- for our BA service- for our customers
Over the last 30 years we have seen many approaches to working with business processes come and go, business process re-engineering, business process management, business process improvement, and business process optimisation. That the terminology keeps changing, strongly suggests that we haven’t got it right (yet); and I believe this is partly due to having too much internal focus on business process – i.e. on the activities inside our organisations. Sure we need to address those to make them effective, however when our focus is internal we sometimes miss that they might be the wrong processes altogether. Over the last 10 years we have increasingly seen people replacing this ‘inside-out’ perspective with a fresher ‘outside-in’ one; starting first with asking the question “what is it like for the customer”? … why do they want our product, is it easy for them to find and buy it, if they have issues can they be easily resolved … … in other words, how do customers feel
With a reverential nod to a show I love … Lie to Me … let’s look at some potential customer experiences.
Here is someone unhappy with the product or service they’re receiving …An example of a poor experience could be how insurance companies used to treat us 10 or so years ago … lots of hurdles to get through before we could get money … even legitimate claimers would give up (and be out of pocket), but it saved the insurance company money.You’ll have your own examples of poor service
Here is someone who feels the product or service they’re receiving is OK; they are engaged for the moment, but take your eye off the ball, and they can easily drop back to being unhappy with what you do.
… and here is someone delightedPeople in this category can become the advocates for your product or service, effectively carrying out some of your marketing and sales for youGreat example of someone who has taken their operation from poor to great … FedEx and their assumptions about their customer segments and how they were satisfying them … the confirmers (walk in the door with a package, but are uneasy, looking for confirmation all will be ok) … were previously turned off by the ‘leaning tower of packages’ … FedEx hid that behind a sorting ‘wall’ so desk clerks carefully place packages into specific pigeon holes … the confirmers were now happy their packages would be cared for, and behind the sorting wall … of course, it was still just a pile of packages.I guess you have your own stories of simple changes that have made (or could make) your experience so much better
In our BA teams, we are focused on doing what’s right for our organisationsOn software developments, we are seeing that this means a clearer focus on user-centered design.On process improvement, we are driving cross-functionally across whole organisation, and seeing the key (external) event as the triggering point, what are the moments of truth for the customer, what fulfils the promiseOverall this is evolving toward the role and importance of customer experience
Increasingly organisations are realising BAs can supplement and even contribute to setting strategy, or looking at options/programmes for implementing that strategy.
So how do we do this, what do we mean by customer experience transformation
How do we assess customer experience? Here’s a simple model (Prof. NoriakiKano) how well does a product meet a need? how satisfied does a customer feel about it?Basic (hygiene) needs: unarticulated / implicit; cause intense displeasure (DISGUST) if not met. e.g. floor of hairdressers regularly swept, scissors clean.Expected (conformance) needs: Articulated / explicit needs; up front, (maintain INTEREST) dissatisfy if not met. e.g. haircut provided is as agreed. Delighting (unexpected) needs: The unexpected / surprise factors (DELIGHT); that trigger customers to tell others; no impact if missing. e.g. getting a cup of coffee at the hairdressersFamiliarity (and the competition) breeds contempt: Unfortunately, over time customers start to expect the delighting factors; so organisations constantly look at new ways for a product stand out. e.g. getting a beer or full head massageSo, how does understanding customer experience lead us to the desired approach?
Mapping customer journeys focuses on the touchpoints we talked about before – the moments of truth – are they positive or negative. Cannot always do anything about the negative (in this example, their old car had a failed engine), but we can do something about what follows.
Pain is often caused by lack of training or quality management, but it may be siloed working practices. This is where we can really deliver value, in chasing through that true end-to-end process and helping resolve or remove the pain points and refine the process so that it becomes smoother, quicker, and more satisfactory.
We can apply these techniques on ourselves to determine who our internal customers, and whether their needs are met and how satisfied they are, then what we might need to address to improve that
We can model the typical touchpoints / events for the customer experience lifecycle, and look to using that throughout:New Product Development (NPD): Get marketing / product teams to define their new products using these headings.Scope statements: Follow that through into the scope statements, ensures you’re clear about what is in scope and as important, what is out of scope.Requirements document structure: likewise, follow this through into all the documentation, then traceability is easier too.
Investigating what happens from one of these touchpoints means you are clear on what the external triggering events are. Then you can chase them through your organisation for a proper end-to-end process.
… and of course, where your processes are supported by technology, you can dive into whatever documentation / modelling techniques you use there too, again referencing back to the same customer experience touchpoints.
Let’s look at one more example where taking this approach means we can introduce more transformative change.Tesco in South Korea wanted to drive growth in revenue without having to build hundreds more stores.This short video tells the story of how they identified the problem / opportunity and the innovative ways they sought to resolve them.http://www.youtube.com/watch?v=fGaVFRzTTP4