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Daniel Ewerman
CEO and founder of Transformator Design & Custellence

How to put the customer at
the heart of the business
© Transformator Design 2016
•  ESTABLISHED 1998 IN STOCKHOLM & WORKS GLOBALLY
•  MORE THAN 300 PROJECTS & SEVERAL TRANSFORMATIONS OF 10K EMPLOYER ORGANIZATION
•  LOADS OF CASES WITH SUBSTANTIALLY IMPROVED BUSINESS RESULTS
•  FUNDAMENTALLY IMPROVED THE QUALITY OF LIFE IN SWEDEN
STRATEGIC SERVICE
DESIGN PARTNER
CLOUD BASED TOOL FOR CONTINUOUS
IMPROVEMENT OF THE CUSTOMER EXPERIENCE
Why is customer
centricity crucial?
© Transformator Design 2016
The winner is:
The one knowing the
customers’ best
and have the ability to
transform that into offers
© Transformator Design 2016
When everything is the same,
the customer experience is
the only differentiator
© Transformator Design 2016
Unhappy customers
are stronger than
big corporations
© Transformator Design 2016
Happy customers
are cheaper than
pained customers
© Transformator Design 2016
It’s a waste of
resources to improve
what customers don’t
care about
© Transformator Design 2016
Digitalized confusions will
not lead to higher efficiency
What is holding us back?
© Transformator Design 2016
Made up customer-
truths is guiding
the organization
© Transformator Design 2016
Customers’ live their lives,
and are not in channels
© Transformator Design 2016
More focus on
”not doing wrong” than
”doing the right”
13
© Transformator Design 2016
The pressure on
customer support were
caused by the letter
© Transformator Design 2016
All employees’ reached
their targets and were
happy – except for the
customers’ that
were furious
© Transformator Design 2016
Development projects
addresses internal needs
and not customer needs
16
Cornerstones in the customer
centric organization
© Transformator Design 2016
CUSTOMER
INSIGHT
CUSTOMER
EXPERIENCE CENTRIC
DEVELOPMENT &
INNOVATION
CUSTOMER
EXPERIENCE CENTRIC
CULTURE &
BEHAVIOURS
CUSTOMER EXPERIENCE
CENTRIC GOVERNANCE
& MEASUREMENT
CUSTOMER
EXPERIENCE CENTRIC
VISION & STRATEGY
A B C D ELEVEL 1
INTERESTED
LEVEL 2
INVESTING
LEVEL 3
ENGAGED
LEVEL 4
DEDICATED
LEVEL 5
INTEGRATED
A
B C
DE
WHAT CHARACTERIZES THE CUSTOMER CENTRIC ORGANIZATION
© Transformator Design 2016
THE CUSTOMER EXPERIENCE STRATEGY
STRATEGY
DEVELOPMENT
CUSTOMER
EXPERIENCE
STRATEGY
TRANSFORMATION
CUSTOMER
EXPERIENCE
TARGET
REALIZATION
© Transformator Design 2016
Define the problem
together with the customer
not only the solution
© Transformator Design 2016
© Transformator Design 2016
THE CUSTOMER JOURNEY AS A STRUCTURAL CAPITAL
© Transformator Design 2016
Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt
underlag
Skickar in externt
underlag
Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan
måste
kompletteras
Utredning
krävs
Avslag/oense Överklagan Beslut om
utbetalning
Utbetalning Period med ersättning Ärendet avslutas
Information Ansökan
hemskickad
SMS notifiering Brev om
komplettering
skickas
Kommunikation sker per post SMS notifiering Besked skickas per
brev
Ringer och kollas
kundens status
Sök om bidrag,
skickas med brev
Besked om
ersättningslut,
skickas med brev
Avslutat ärende
skickas med brev
Söker information på FK hemsida Anmäler via mina
sidor
Extern part skickar
in intyg via FK
webb
Extern part skickar
in intyg via FK
webb
Ansöker via mina
sidor
Notifiering på mina sidor XX dagar innan
utbetalning via
mina sidor
Ringer FK för
information
Ringer agent,
talsvar
Ringer för att få
hjälp att fylla i
Ringer om
rådgivning
Ringer och vill få stöd, vad kan jag göra? Ringer och frågar:
Hur går det med
ärendet?
Ringer: Förstår
inte utbetalnings
perioden
Ringer: Hur länge, nästa ansökan?
Besöker kontor för information Lämnas hos FK av
kund
Lämnas in på
kontor av kund
Kund besöker kontor: Hur länge ska jag vänta? Kund frågar
servicekontor om
beskedet
Kund frågar kontor
om utbetalningen
Anmäler via
blankett
Skickas in av kund Kund ansöker via
blankett
Blankett lagret Inscanning Öresund Utdata, skickar
blankett
Inscanning
Öresund
Ärendet blir bedömt av handläggare Handläggare blir
informerad
Handläggare
avslutar ärendet
ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat
TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod
Customer
Kundens aktiviteter
Customer
Emotion
Service bevis
Service bevis
On Stage
Digital kanal
On Stage
Kundtjänst
On Stage
Fysiskt möte
On Stage
Blanketter
Backstage
Aktiviteter
Backstage
Processer
Backstage
Systemstöd
COLLABORATE AROUND A CUSTOMER JOURNEY THAT IS
A CONSTANTLY UPDATED CHANGE PLAN
© Transformator Design 2016
Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt
underlag
Skickar in externt
underlag
Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan
måste
kompletteras
Utredning
krävs
Avslag/oense Överklagan Beslut om
utbetalning
Utbetalning Period med ersättning Ärendet avslutas
Information Ansökan
hemskickad
SMS notifiering Brev om
komplettering
skickas
Kommunikation sker per post SMS notifiering Besked skickas per
brev
Ringer och kollas
kundens status
Sök om bidrag,
skickas med brev
Besked om
ersättningslut,
skickas med brev
Avslutat ärende
skickas med brev
Söker information på FK hemsida Anmäler via mina
sidor
Extern part skickar
in intyg via FK
webb
Extern part skickar
in intyg via FK
webb
Ansöker via mina
sidor
Notifiering på mina sidor XX dagar innan
utbetalning via
mina sidor
Ringer FK för
information
Ringer agent,
talsvar
Ringer för att få
hjälp att fylla i
Ringer om
rådgivning
Ringer och vill få stöd, vad kan jag göra? Ringer och frågar:
Hur går det med
ärendet?
Ringer: Förstår
inte utbetalnings
perioden
Ringer: Hur länge, nästa ansökan?
Besöker kontor för information Lämnas hos FK av
kund
Lämnas in på
kontor av kund
Kund besöker kontor: Hur länge ska jag vänta? Kund frågar
servicekontor om
beskedet
Kund frågar kontor
om utbetalningen
Anmäler via
blankett
Skickas in av kund Kund ansöker via
blankett
Blankett lagret Inscanning Öresund Utdata, skickar
blankett
Inscanning
Öresund
Ärendet blir bedömt av handläggare Handläggare blir
informerad
Handläggare
avslutar ärendet
ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat
TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod
Customer
Kundens aktiviteter
Customer
Emotion
Service bevis
Service bevis
On Stage
Digital kanal
On Stage
Kundtjänst
On Stage
Fysiskt möte
On Stage
Blanketter
Backstage
Aktiviteter
Backstage
Processer
Backstage
Systemstöd
IT
ANCHOR ALL CHANGES TO THE CUSTOMERS NEEDS
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
LEVEL 6
© Transformator Design 2016
Implement IT
but activate people
© Transformator Design 2016
26
GREENHOUSE – DECENTRALIZED ENGAGING DEVELOPMENT
SWEDISH PUBLIC EMPLOYMENT SERVICE
© Transformator Design 2016
“We didn´t try to convince everyone, we started with
those who were curious and volunteers. Today nearly
the whole organization wants too be a Greenhouse.“
PIA RYDQVIST
CUSTOMER SERVICE MANAGER
SWEDISH PUBLIC EMPLOYMENT SERVICE
© Transformator Design 2016
28
EDUCATE FOR HIGHER INTERNAL
UNDERSTANDING AND CAPACITY
© Transformator Design 2016
29
EFFECTS: TELIASONERA INTERNET FIBER TO VILLAS
© Transformator Design 2016
30
EFFECTS: SYSTEMBOLAGET
© Transformator Design 2016
•  Lack of a clear customer experience vision and target
•  Chanel focus overrides the customer focus
•  Customer empathy is seen as a “nice-to-have” when the correlation
between customer and business value is badly proven
•  Lack of governance structure for the customer experience
•  Badly performed customer insights results in poor credibility within the
organization
•  The customer journey is static, not updated and used as a roadmap
CHECKLIST - WHY ORGANIZATIONS FAIL WITH
THEIR CUSTOMER CENTRICITY
© Transformator Design 2016
Focus more on what your
customers want you to be
really good at and less on what
you think you are bad at
SITE transformatordesign.se 
 TWITTER @TransformatorD FACEBOOK facebook.com/transformatordesign
Thanks!
33
CONNECT WITH ME:
LINKEDIN // DANIEL EWERMAN

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UXCON16 / How to put the customer at the heart of business / Daniel Ewerman

  • 1. Daniel Ewerman CEO and founder of Transformator Design & Custellence How to put the customer at the heart of the business
  • 2. © Transformator Design 2016 •  ESTABLISHED 1998 IN STOCKHOLM & WORKS GLOBALLY •  MORE THAN 300 PROJECTS & SEVERAL TRANSFORMATIONS OF 10K EMPLOYER ORGANIZATION •  LOADS OF CASES WITH SUBSTANTIALLY IMPROVED BUSINESS RESULTS •  FUNDAMENTALLY IMPROVED THE QUALITY OF LIFE IN SWEDEN STRATEGIC SERVICE DESIGN PARTNER CLOUD BASED TOOL FOR CONTINUOUS IMPROVEMENT OF THE CUSTOMER EXPERIENCE
  • 4. © Transformator Design 2016 The winner is: The one knowing the customers’ best and have the ability to transform that into offers
  • 5. © Transformator Design 2016 When everything is the same, the customer experience is the only differentiator
  • 6. © Transformator Design 2016 Unhappy customers are stronger than big corporations
  • 7. © Transformator Design 2016 Happy customers are cheaper than pained customers
  • 8. © Transformator Design 2016 It’s a waste of resources to improve what customers don’t care about
  • 9. © Transformator Design 2016 Digitalized confusions will not lead to higher efficiency
  • 10. What is holding us back?
  • 11. © Transformator Design 2016 Made up customer- truths is guiding the organization
  • 12. © Transformator Design 2016 Customers’ live their lives, and are not in channels
  • 13. © Transformator Design 2016 More focus on ”not doing wrong” than ”doing the right” 13
  • 14. © Transformator Design 2016 The pressure on customer support were caused by the letter
  • 15. © Transformator Design 2016 All employees’ reached their targets and were happy – except for the customers’ that were furious
  • 16. © Transformator Design 2016 Development projects addresses internal needs and not customer needs 16
  • 17. Cornerstones in the customer centric organization
  • 18. © Transformator Design 2016 CUSTOMER INSIGHT CUSTOMER EXPERIENCE CENTRIC DEVELOPMENT & INNOVATION CUSTOMER EXPERIENCE CENTRIC CULTURE & BEHAVIOURS CUSTOMER EXPERIENCE CENTRIC GOVERNANCE & MEASUREMENT CUSTOMER EXPERIENCE CENTRIC VISION & STRATEGY A B C D ELEVEL 1 INTERESTED LEVEL 2 INVESTING LEVEL 3 ENGAGED LEVEL 4 DEDICATED LEVEL 5 INTEGRATED A B C DE WHAT CHARACTERIZES THE CUSTOMER CENTRIC ORGANIZATION
  • 19. © Transformator Design 2016 THE CUSTOMER EXPERIENCE STRATEGY STRATEGY DEVELOPMENT CUSTOMER EXPERIENCE STRATEGY TRANSFORMATION CUSTOMER EXPERIENCE TARGET REALIZATION
  • 20. © Transformator Design 2016 Define the problem together with the customer not only the solution
  • 22. © Transformator Design 2016 THE CUSTOMER JOURNEY AS A STRUCTURAL CAPITAL
  • 23. © Transformator Design 2016 Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag Skickar in externt underlag Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras Utredning krävs Avslag/oense Överklagan Beslut om utbetalning Utbetalning Period med ersättning Ärendet avslutas Information Ansökan hemskickad SMS notifiering Brev om komplettering skickas Kommunikation sker per post SMS notifiering Besked skickas per brev Ringer och kollas kundens status Sök om bidrag, skickas med brev Besked om ersättningslut, skickas med brev Avslutat ärende skickas med brev Söker information på FK hemsida Anmäler via mina sidor Extern part skickar in intyg via FK webb Extern part skickar in intyg via FK webb Ansöker via mina sidor Notifiering på mina sidor XX dagar innan utbetalning via mina sidor Ringer FK för information Ringer agent, talsvar Ringer för att få hjälp att fylla i Ringer om rådgivning Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet? Ringer: Förstår inte utbetalnings perioden Ringer: Hur länge, nästa ansökan? Besöker kontor för information Lämnas hos FK av kund Lämnas in på kontor av kund Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet Kund frågar kontor om utbetalningen Anmäler via blankett Skickas in av kund Kund ansöker via blankett Blankett lagret Inscanning Öresund Utdata, skickar blankett Inscanning Öresund Ärendet blir bedömt av handläggare Handläggare blir informerad Handläggare avslutar ärendet ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod Customer Kundens aktiviteter Customer Emotion Service bevis Service bevis On Stage Digital kanal On Stage Kundtjänst On Stage Fysiskt möte On Stage Blanketter Backstage Aktiviteter Backstage Processer Backstage Systemstöd COLLABORATE AROUND A CUSTOMER JOURNEY THAT IS A CONSTANTLY UPDATED CHANGE PLAN
  • 24. © Transformator Design 2016 Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag Skickar in externt underlag Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras Utredning krävs Avslag/oense Överklagan Beslut om utbetalning Utbetalning Period med ersättning Ärendet avslutas Information Ansökan hemskickad SMS notifiering Brev om komplettering skickas Kommunikation sker per post SMS notifiering Besked skickas per brev Ringer och kollas kundens status Sök om bidrag, skickas med brev Besked om ersättningslut, skickas med brev Avslutat ärende skickas med brev Söker information på FK hemsida Anmäler via mina sidor Extern part skickar in intyg via FK webb Extern part skickar in intyg via FK webb Ansöker via mina sidor Notifiering på mina sidor XX dagar innan utbetalning via mina sidor Ringer FK för information Ringer agent, talsvar Ringer för att få hjälp att fylla i Ringer om rådgivning Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet? Ringer: Förstår inte utbetalnings perioden Ringer: Hur länge, nästa ansökan? Besöker kontor för information Lämnas hos FK av kund Lämnas in på kontor av kund Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet Kund frågar kontor om utbetalningen Anmäler via blankett Skickas in av kund Kund ansöker via blankett Blankett lagret Inscanning Öresund Utdata, skickar blankett Inscanning Öresund Ärendet blir bedömt av handläggare Handläggare blir informerad Handläggare avslutar ärendet ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod Customer Kundens aktiviteter Customer Emotion Service bevis Service bevis On Stage Digital kanal On Stage Kundtjänst On Stage Fysiskt möte On Stage Blanketter Backstage Aktiviteter Backstage Processer Backstage Systemstöd IT ANCHOR ALL CHANGES TO THE CUSTOMERS NEEDS LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5 LEVEL 6
  • 25. © Transformator Design 2016 Implement IT but activate people
  • 26. © Transformator Design 2016 26 GREENHOUSE – DECENTRALIZED ENGAGING DEVELOPMENT SWEDISH PUBLIC EMPLOYMENT SERVICE
  • 27. © Transformator Design 2016 “We didn´t try to convince everyone, we started with those who were curious and volunteers. Today nearly the whole organization wants too be a Greenhouse.“ PIA RYDQVIST CUSTOMER SERVICE MANAGER SWEDISH PUBLIC EMPLOYMENT SERVICE
  • 28. © Transformator Design 2016 28 EDUCATE FOR HIGHER INTERNAL UNDERSTANDING AND CAPACITY
  • 29. © Transformator Design 2016 29 EFFECTS: TELIASONERA INTERNET FIBER TO VILLAS
  • 30. © Transformator Design 2016 30 EFFECTS: SYSTEMBOLAGET
  • 31. © Transformator Design 2016 •  Lack of a clear customer experience vision and target •  Chanel focus overrides the customer focus •  Customer empathy is seen as a “nice-to-have” when the correlation between customer and business value is badly proven •  Lack of governance structure for the customer experience •  Badly performed customer insights results in poor credibility within the organization •  The customer journey is static, not updated and used as a roadmap CHECKLIST - WHY ORGANIZATIONS FAIL WITH THEIR CUSTOMER CENTRICITY
  • 32. © Transformator Design 2016 Focus more on what your customers want you to be really good at and less on what you think you are bad at
  • 33. SITE transformatordesign.se TWITTER @TransformatorD FACEBOOK facebook.com/transformatordesign Thanks! 33 CONNECT WITH ME: LINKEDIN // DANIEL EWERMAN