10/04/2014

Create significant
business impact through
a kick-ass Customer
Experience Blueprint!
PART 2 – How?

CUSTOMER EXPERIENCE
BLUEPRINT
It is all about FOCUSING ON the CUSTOMER
BENEFITS and SUCCESSFUL OUTCOMES
to create PROFITS!

http://addvalueto.me/customer-experience-blueprint

Take the necessary steps to succeed…

HOW TO CREATE A KICK-ASS

CUSTOMER EXPERIENCE?

http://addvalueto.me/customer-experience-blueprint

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customer experience silver bullet

Who is the target customer?

Where does the journey start and

end from customer’s perspective? The SMARTO
What does the customer EXPECT Customer NEEDS
that should or could happen?
Specific
What does the customer WANT as
part of the end-to-end journey?
Measurable
Achievable
What can our company do to Realistic
ensure customer’s success? Timed
Outside-In
What can we do through partners?

How technology could enable us to

serve the customer better?

http://addvalueto.me/customer-experience-blueprint

Who is the target customer?

ª Choose who is the target customer that you want to serve
with the product or service.
ª You cannot serve everyone in the world, so focus your efforts!

ª Describe the customer as well as you can:

ª Traditional demographics, psychographics, etc.
ª What kind of people are they?
ª What motivates them?
ª What makes this outcome enjoyable and easy for them?
ª Why they need this service or product?
ª Why would they buy?

http://addvalueto.me/customer-experience-blueprint

Where does the journey

start and end from
customer’s perspective?
ª Where does the journey start for your
customer?
ª Where does it end for them?
ª What is the journey customers think they are
in?

How does this differ from your current view of

business you are in?
What is the delivery gap?
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What does the customer

EXPECT that should or could
happen?
What are the EXPECTATIONS of the customer?
ª What do customers think SHOULD happen?
What are the Moments of Magic for them?
ª What do customers think COULD happen?
What are the Moments of Expecta(ons  
Misery for them? SHOULD   COULD  
List  Moments  of   List  Moments  of  
Magic   Misery  

http://addvalueto.me/customer-experience-blueprint

What does the customer

WANT as part of the end-
to-end journey?
ª This is all the information you already have
through your customer satisfaction
surveys, discussions with customers,
feedback, etc.
ª This is “the easy stuff” they can tell you over
and over again (just ask them)!

http://addvalueto.me/customer-experience-blueprint

What does the customer

really NEED from us?

What  specifically  customer  needs?  

SMARTO Needs  
How  do  we  know  that  it  realised?  
 
Specific
Is  it  possible  to  do  it?  
Measurable  
Achievable Do  we  really  want  to  do  it?  
Realistic  
Timed When  is  it  done?  
Outside-In  
Is  it  customer-­‐centric?  

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What can our company do to

ensure customer’s success?
What can you do as a company to directly
impact the customer success based on the
previous information? We do not make decision
here yet, just ideas what we can do.

You  
Customer  

http://addvalueto.me/customer-experience-blueprint
Picture  Source:  hIp://www.securitycatalyst.com/wp-­‐content/uploads/2009/05/help.jpg  

What can we do
through partners?
ª Partnerships are today very common way
to extend customer experience outside
own company’s expertise.
ª For example:
ª Airlines joining up with car rentals & hotels
ª Insurance companies joining up with gyms,
weight watchers, food stores, etc.
ª Software companies complementing their
services together with consulting and training
companies

http://addvalueto.me/customer-experience-blueprint

How technology could enable

us to serve the customer better?
ª What technology already exists that we
could leverage to serve the customer
better?
ª What technological advancements would
help us to serve the customer better?
ª How could we acquire it?
ª When is that technology realistically
available?

http://addvalueto.me/customer-experience-blueprint

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What else can you include?

ª Emotions, attitudes, psychology
ª Customer personas
ª Outcome-based segmenting
ª Communication
ª Involving customers
ª Customer-centric marketing

http://addvalueto.me/customer-experience-blueprint

Example background:
Breakdown service of the future?

A middle aged man is driving from his office

to client’s. He needs to be able to continue
his work while travelling, because he is
really busy and doesn’t want to waste any
time. On his way, the car breaks down in
the middle of nowhere and he is in real
trouble. He needs to get the car services as
soon as possible to continue his journey to
customer’s offices.
http://addvalueto.me/customer-experience-blueprint

Example blueprint part 1:

Breakdown service of the future?
Who is the target customer?
ª A middle aged working man whose car breaks down.
Where does the journey start and end from customer’s perspective?
ª The customer journey starts when this person gets a job that
requires travelling. It ends when he doesn’t have to travel
anymore.
ª The car service journey instantiates, when something goes wrong
on the road. The journey instance ends when car ride continues
normally.
What does the customer EXPECT that should or could happen?
ª SHOULD: Get a quick service. Find service station easily. The
service price should be decent. They use proper parts.
ª COULD: Difficult to find a service shop close by. The service shop
cannot help. The car breaks stops completely before the service.

http://addvalueto.me/customer-experience-blueprint

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Example blueprint part 2:

Breakdown service of the future?
What does the customer WANT as part of the end-to-end journey?
ª Help in distress, quick resolution, service available when I need it,
easy and trustworthy guidance to service station when needed,
car should not break down and if it does I have to know about it
immediately.
The SMARTO customer needs?
ª Find service location within cars functional range.
ª The car fixed in 30 minutes or less.
ª Only suitable/matching parts are used in the service.
What can our company do to ensure customer’s success?
ª We can inform the customer if there’s a problem in the car.
ª We can determine the easiest and fastest way for the customer to
get help.

http://addvalueto.me/customer-experience-blueprint

Example blueprint part 3:

Breakdown service of the future?
What can we do through partners?
ª We can have a wide network of service garages.
ª Partnership with GPS tracking services will enable us to know
where the customer is and where is the nearest help.
ª Telco operators can help with the Internet connection to provide
help.
How technology could enable us to serve the customer better?
ª Tracking technology to know where the customer is.
ª Semantic search to find the nearest, best service garage.
ª Fault management technology in the car to alert driver with
potential problems.
ª Screen project technology to show information on the windshield.
ª Voice recognition technology to control the system without
hands.
http://addvalueto.me/customer-experience-blueprint

Example result concept:

Breakdown service of the future!

http://addvalueto.me/customer-experience-blueprint

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Our business statement based

on the Customer Experience
Blueprint
ª Statement that explains what business you
are in!

ª What is it that we are doing here for

customers?

Example: We are in the business of trouble-

free travelling.
http://addvalueto.me/customer-experience-blueprint

Take action…

WHAT NEXT?

http://addvalueto.me/customer-experience-blueprint

The  secret  of  success  is  not  in  predic0ng  

the  future,    
 
it  is  in  crea0ng  a  company  that  will  thrive  
in  a  future  that  cannot  be  predicted.    

–Michael Hammer

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