10/04/2014

Create significant
business impact through
a kick-ass Customer
Experience Blueprint!
PART 1 – Why & What?

What are we talking about here?

Customer Experience
Blueprint is a plan for
leading your business by
understanding and delivering
successful customer
outcomes!

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Picture  source:  h2p://www.co2partners.com/blog/wp-­‐content/uploads/2011/11/Hands-­‐around.jpg  

Aim for maximum business benefits…

WHY CUSTOMER EXPERIENCE

BLUEPRINT MATTERS?

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Companies are struggling with…

The misalignments in today’s corporate
is negatively impacting revenue,
cost and service at a greater Velocity of
level than ever before. Pace of
optimisation
change
methods

Is it any wonder that

so many companies
are hurting or stagnant?
Inert Changing
company customer
structures behaviour
Most companies, even those
that have been optimised many Imperfect
times, are sitting on 25% to 50% product /
redundant cost base and many service
missed revenue opportunities!! capability

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And, there’s a huge

delivery gap
Are you DELIVERING a
Superior Experience?

Are you RECEIVING a

Superior Experience?
80% “Yes”

8% “Yes”

Company perspective Customer perspective

Source:  Bain  &  Co  

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… and this is the result!

The average company lifetime expectancy has
gone radically down on the American S&P500 list!

Decli
ning  
trend
 

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What would help?

Moving From To
Change Focus Symptom, defect, pain Cause of Work, Corporate Agenda

Processes Complex Simple

Measures of Success Internal and related to problem Customer Measures

Corporate Success Measures
Change Methods Slow, complex, foster resistance Rapid, domain of all, inclusive

People Controlled Empowered

Structure Hierarchy/ Team /

Functional / Siloed Cross-functional

Systems Prescriptive Adaptive

Measurement Internal Activities Customer Outcomes
Role of Customer End of chain Inclusive
Segmented Individual
Preparing for the Future Extrapolating the past Extending the Customer Experience

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The most successful companies today align

every aspect of their Customer Experience
Blueprint to the achievement of the
successful customer outcomes to get:
Decreased costs

Improved customer experience & satisfaction

Increased and new revenue opportunities

Smaller customer churn & higher commitment

Higher NPS – Easier to sell to new customers

Higher customer lifetime value

More committed personnel

These are the fruits you’ll be picking also with your Customer Experience Blueprint!

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Customer experience leaders

outperform the market

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Customer experience leaders get

higher revenue growth rates
Net    
Revenue     Promoter    
growth   Airlines   Fast  food   Auto  insurance   Grocery   Cell  phone   Retail  banking   Score  

Source:  Bain  &  Co  

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CASE: AOL

Video  source:  Youtube  

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CASE: AOL

Result:

AOL gets bad publicity over the TV and

Internet for millions of people.

AOL fires the employee who was only

following their customer retention
processes.

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Plan for success…

WHAT IS CUSTOMER
EXPERIENCE BLUEPRINT?

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

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A HEALTH CARE EXAMPLE FROM U.S.

More than 1/3 of the nurses
reported routinely staying beyond
their scheduled work hours to
complete documentation.

A majority of nurses, 54%,

indicated that the percentage of
their shift or visit spent
completing patient
documentation was between
25% and 50%.

29% of the respondents reported “Challenges and Opportunities in Documentation of the

Nursing Care of Patients.”
completing patient documentation
for greater than 50% of their shift A Report of the Maryland Nursing Workforce
or visit. Commission, Documentation Work Group, May 2007.

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Source:  h2p://www.mbon.org/commission2/documenaIon_challenges.pdf  and  Picture  source:  h2p://www.tsmu.com.ua/images/stories/ans/new_2.jpg  

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BUT IT IS NOT ONLY

THE PUBLIC SECTOR!
“Successful businesses know how to make their customers happy.
Apparently, many of the nation’s big banks still have not learned that
lesson. A new report from Javelin Strategy & Research shows a high
percentage of account holders are unhappy enough to consider
pulling their money.“ –By Herb Weisbaum, The Consumer Man, 2012

”T-Mobile is still bleeding subscribers — parent company Deutsche Telekom

announced this morning that it lost 510,000 subscribers in the first
quarter.” –By Devindra Hardawar, Venture Beat, 2012

“A mature cable TV business prone to regular programming blackouts has

seen more than 400,000 American homes drop their Pay-TV service
since the start of the year. DirecTV Group, the No.1 U.S. satellite TV
provider, revealed its first ever quarterly customer losses on Thursday, with
some 52,000 homes dropping the service in the second quarter. “ –PJ Media,
2012

Sources:  h2p://bo2omline.nbcnews.com/_news/2012/06/21/12337817-­‐big-­‐banks-­‐sIll-­‐at-­‐risk-­‐of-­‐losing-­‐customers-­‐report-­‐shows?lite  and  h2p://venturebeat.com/2012/05/10/t-­‐mobile-­‐loses-­‐510k-­‐subscribers-­‐in-­‐q1-­‐

but-­‐profits-­‐are-­‐on-­‐the-­‐rise/#DBs533xzlgdGVMJP.99  and  h2p://pjmedia.com/lifestyle/2012/08/03/cable-­‐tv-­‐conInues-­‐slow-­‐death-­‐losing-­‐400000-­‐customers-­‐this-­‐year/  

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Definition of
Customer Experience Blueprint
It is all about focusing on doing the right things and
aligning everything company does to successful customer outcomes!

§ DescripAon  of  customer  experience  strategy  

§ Fosters  customer-­‐centric  culture  
§ Gives  full  and  rich  view  on  the  customer’s  mind-­‐set  and  behaviour.  
§ Changes  the  perspecIve  on  your  company’s  capabiliAes  and  potenAal.  
§ Changes  the  perspecIve  on  your  company’s  operaAonal  alignment  to  
company’s  strategy.  
§ Sets  the  base  line  for  all  process  opImisaIon  acIviIes  in  a  company.  
§ Enables  all  the  stakeholders  to  innovate  on  how  to  deliver  successful  
customer  outcomes  in  be2er  way.  

Sources:  h2p://www.ebizq.net/blogs/bpm_business/2009/06/successful_customer_outcomes.php  and  h2p://ipapi.org/wiki/index.php/SCO  and  book  “Customer  Experience  InnovaIon:  Success  without  ExcepIon.“  

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ALIGNING OPERATIONS TO BLUEPRINT

§ Successful customer outcomes are

 
nya
mp

“the tip of the iceberg” that target

 co

customers should see as a result

the

Successful    
ut  

Customer     of the Blueprint.

ho
ug

Outcomes  
hro
 t
ted

§ Outcomes and outputs are

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received through executed

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Outputs  and  Outcomes  

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activities and tasks.

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nce

§ All the activities and tasks are

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pe

means to produce the successful

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r  E
me

customer outcomes.
sto

AcAviAes  and  Tasks  

Cu

§ This links Blueprint to operations.

Customer Experience Blueprint is a guide on how everything should be done

in a company to produce successful customer outcomes.

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AN IMPORTANT QUESTION
BEHIND BUSINESS SUCCESS IS:

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IS EVERYBODY YOUR CUSTOMER?

Choosing target customers correctly is a make-or-break decision for
any company, because it should determine how you allocate resources to
deliver successful customer outcomes to them according to your Blueprint.

The overall idea to align process to strategy is quite simple:

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WHO ARE YOUR CUSTOMERS THEN?

They are people both the people who have purchased your services
or goods and those who intend to buy your services or goods. Even if
they do not buy anything, their interest towards your business makes
them important to you, because that experience determines what
happens later (maybe they come back, maybe they take their business
elsewhere).

Source  book:  h2p://www.amazon.co.uk/Outside-­‐Pubng-­‐Customers-­‐Business-­‐ebook/dp/B008CRWKRY/ref=sr_1_1?s=books&ie=UTF8&qid=1346337801&sr=1-­‐1  

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STATISTICS ABOUT
CUSTOMER EFFECTS
ª Most customers will spend up to 10 percent more for
the same product with better service.
ª When a customer receives either good or bad service, he
or she tells several people about their experience.
ª An 82% chance exists that customers will repurchase
from a company IF their complaints are handled quickly
and pleasantly.
ª If the service is really poor, 91 percent of retail customers
won't go back to a business.

Source:  h2p://www.dummies.com/how-­‐to/content/exhibiIng-­‐a-­‐customerfriendly-­‐abtude.html  

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CASE EXAMPLES
“We start with the customer and we work backward.
We learn whatever skills we need to service the customer.
We build whatever technology we need to service the
customer. The second thing is, we are inventors, so you
won't see us focusing on "me too" areas. We like to go
down unexplored alleys and see what's at the end.
Sometimes they're dead ends.”
–Amazon CEO Jeff Bezos

”Our employees were coached all along to focus on

tasks, not on building relationships with customers
by listening carefully and responding to their
needs. I knew that I needed to transform virtually
every aspect of Office Depot instore experience.”
–Office Depot CEO Kevin Peters

Sources:  h2p://www.slate.com/arIcles/news_and_poliIcs/newsmakers/2009/12/we_start_with_the_customer_and_we_work_backward.html  and  book  Outside-­‐In:  the  Power…  

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Take action…

WHAT NEXT?

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