embrace your customer, get digital!
TRANSCRIPT
Embrace yourcustomer, get digital
2014
19/02 Mobile by designHow todesign, build, run formobile first
23/04 R & HadoopThe perfect marriage for your analytics?
18/06 From private cloud to hybrid cloudHow to benefit from a successful implementation
01/10 Prepare for the digital enterpriseBusiness driven enterprise architecture
26/11 Multi-device front-end engineeringHow businesses benefit from applying this technical skill
2015
25/02 Embrace your customer, get digital!Start building amazing customer experiences
22/04 Information management in the digital enterprise: the long dog leash
One Data Hub to rule them all
10/06 Application delivery to the next level Web scale IT
30/09 Discover your enterprise outside your companyAPI management and integration challenges
2/12 Value driven business transformation in the digital age Bridging business architecture and portfolio management
Embrace yourcustomer, get digital
Kenny Follet
Digital ArchitectProgram Manager
People PersonCreative Thinker
Strategy ExecuterPragmatic Problem Solver
Opportunity Spotter
Enthusiastic Intrapreneur
Tom Devos
Digital ArchitectBusiness Analyst
Customer Experience ArchitectSerial Entrepreneur
Motivated IntrapreneurInnovative Thinker
History Lover
Passionate Writer
We live in the age
of the customer
Customer Engagement Platform
Customer Oriented Applications
Ente
rpri
se B
acko
ffic
e
Pla
tfo
rmChannels & Media
Customer Journey Information
Customer Oriented Services
Channel Interactions
Customer Engagement
Publish data
Ente
rpri
seA
pp
licat
ion
s
Marketing
Sales
Contracts
Management Reporting
Secu
rity
Portals & Apps Contact Center
Ente
rprise
Inte
gration
Customers
Employees
Products & Services
Communities
Partner Integration
Partner Platforms
Partners
Au
the
nticatio
nPers. DigitalSharing Pers. Assistance
No
n-R
ep
ud
iation
Au
ditin
gA
uth
orizatio
nData Capture
Analytics
Strategy & Policies
Measurement
Customer Application Layer
Customer Interaction Layer
PersonalisationData Layer
Customer Services Layer
Enterprise Service Layer
Enterprise Integration Layer
Security Layer
Partner Integration Layer
Cross Channel Engagement Layer
Our future digital enterprise
Our future digital enterprise
Forrester defines the age of the customer as a 20-year business cyclein which the most successful enterprises will reinvent themselves
to systematically understand and serve increasingly powerful customers
disruptionsomething that changes your plans or
interrupts some event or process.
Mature Customer Experience Organizations Excel at 6 Disciplines
Customer understanding
Strategy
Design
Governance
Culture
Measurement
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
Baby Steps towards Customer Understanding
Do a customer interview!
Mine calls, emails, social media!
Ask your employees!
Have a fieldtrip!
a fresh look at customer segments
a fresh look at customer segments
pick one
Geert DE VAKMAN
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Mensen moeten mij gemakkelijk vinden”• “Ik wil alleen nog de goede klanten hebben”• “Ik hoef niet de grootste te zijn, meer winst door slimmer te
werken”• “Ik wil gekend zijn in de buurt”• “Ik heb geen tijd om aan die website te prutsen”• “Lap, mijn computer is weer kapot”• “Ik heb geen tijd om al mijn offertes gemaakt te krijgen”• “E-commerce en van die dingen, dat is niets voor mij, ik heb
geen producten”.
• “Ik zou eens mijn realisaties op mijn website moeten bijwerken”
• “Focus op mijn klanten, marketing komt later”• “Ja, ik bezorg je die offerte zo snel mogelijk”• “Kan je mij eens helpen hoe ik mijn skype moet
installeren?”
SaartjeDE NIEUWE GENERATIE ONDERNEMER
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel mogelijk potentiële klanten bereiken?”
• “Welke tools kan ik gebruiken om mijn zaak te versterken?”• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen
om trouwe klanten te kweken?”• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te
geven voor mijn klanten?”• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele
groei, zonder meteen de grootste te willen zijn?”• “Welke partners moet ik gebruiken om me te ondersteunen
in mijn digitale uitdaging?”• “Hoe kan ik mijn producten zo goed mogelijk aan de man
brengen, ook online, en hoe moet ik me daar rond organiseren?”
• “Waar moet ik op focussen?”• “Ik krijg niet alles gedaan wat ik wil doen…”
• “Een mooie website, da’s goud waard”• “Facebook en LinkedIn, dat heb ik wel onder de knie, met
regelmaat een originele update, dat marcheert”• “Klanten zullen het je vertellen, maar als ze bij ons
buitenkomen, is dat met een goed en voldaan gevoel, ze komen graag terug”.
• “Ik probeer graag iets nieuws, met mensen, evenementen of beurzen of markten, maakt niet uit, en als en passant mijn zaak er mee geholpen is, zoveel te beter”
• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar weer hé.”
SaartjeDE NIEUWE GENERATIE ONDERNEMER
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel mogelijk potentiële klanten bereiken?”
• “Welke tools kan ik gebruiken om mijn zaak te versterken?”• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen
om trouwe klanten te kweken?”• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te
geven voor mijn klanten?”• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele
groei, zonder meteen de grootste te willen zijn?”• “Welke partners moet ik gebruiken om me te ondersteunen
in mijn digitale uitdaging?”• “Hoe kan ik mijn producten zo goed mogelijk aan de man
brengen, ook online, en hoe moet ik me daar rond organiseren?”
• “Waar moet ik op focussen?”• “Ik krijg niet alles gedaan wat ik wil doen…”
• “Een mooie website, da’s goud waard”• “Facebook en LinkedIn, dat heb ik wel onder de knie, met
regelmaat een originele update, dat marcheert”• “Klanten zullen het je vertellen, maar als ze bij ons
buitenkomen, is dat met een goed en voldaan gevoel, ze komen graag terug”.
• “Ik probeer graag iets nieuws, met mensen, evenementen of beurzen of markten, maakt niet uit, en als en passant mijn zaak er mee geholpen is, zoveel te beter”
• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar weer hé.”
build persona’s
BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSignatures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoices●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazines●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●CustomerFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●DeliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYourAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupscreen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●
How does your customer contact you?
BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSignatures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoices●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazines●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●CustomerFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●DeliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYourAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupscreen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●
How does your customer contact you?
Identify touchpoints
Map out your Customer Journey…
Map out your Customer Journey…
every journey has a purpose
1. Find & Fix
2. Envision Future Customer Experiences
3. Communication map for Employee Awareness
4. Making a Business Case for Change additional to ROI“it helps the decision makers to empathize”
5. Identify where we should be Listening to our Customers
6. Align your Leadership & Organisationon key-interactions and processes
Recommendations
• Build Voice of the Customer (VoC) programs to systematically listen and interpret customer feedback, then act on that feedback and monitor results
• Conduct field research with young consumers to understand their lifestyles and needs. Use techniques like interviews, journal studies, and ethnography.
• Build personas that enable the organization to share a common understanding of the important attributes, motivations and needs of target customers
• Create customer journey maps for those personas to develop a deep understanding of their interactions with your organization
30
[gettingstarted]
31
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
Customer Experience& Strategy?
Customer Experience≠ Strategy
What is true customer value?
“People don’t want a quarter-inch drill,they want a quarter-inch hole.”
Theodore Levitt, 1960s
Meer motivatie door eenvoudig uitvoerbaretips
Goed persoonlijk opstartgesprek om doelstellingenen context te bepalen
Veel algemene info, maar niet op maat en moeilijk vol te houden
Health coaching
App geeft dagelijks 1 realistische tip, info of aanmoediging Vermageren om te
kunnen fietsen met kleinkinderen
Securex Health Coaching Initiative
Vermageren
Align your customer experience strategywith your company strategy!
Recommendations
• Creating a good customer experience is not a strategy• Look for specific ways to create value for your customer• Look for specific ways to make things
easy and enjoyable for your customer• Align this with who you are: your brand promise, your
differentiators, your playing field• Check how you can capture value for your organisation
• Make sure you really step into your customer’s shoes• Really take an outside in look
Your customers are not you.
They don’t look like you,
They don’t think like you,
They don’t do the things that you do,
They don’t have your expectations or assumptions.
If they did,
They wouldn’t be your customers;
They would be your competitors.
Mike Kuniavsky@ InspireUX
[gettingstarted]
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
envisioning the future entrepreneur
testing our prototype, with not a single line of code
off course, style matters…
but the business needs to change as well…
minimum lovable experience vs. long term vision
act Need Help - GTM
Su
pp
ort
We
bs
erv
ice
Su
pp
ort
De
sk
So
luti
on
SM
E
I need helpI got help
Show Serv ice Request
Form
Fill-In & Sav eServ ice
Request
Follow-up Request &
Contact SME
Is the problem solved?
Close Serv ice Request
Sav e Serv ice Request &
Send Confirmation to SME
with Serv ice Request ID
Show Infomov ie
Was this sufficient?
Joined Action[No]
[Yes]
[No]
[Yes]
act Need Help - To Be
Su
pp
ort
To
ol
Su
pp
ort
De
sk
Kn
ow
led
ge
Ba
se
So
luti
on
SM
E
I need help
Search for help in my
current screen
Redirect to Knowledge
Base
Show related topics for the
current screen
Whas this Topic
Relevant?Nav igate & Read Through
Topics
Log succesful support
action v ia Knowledge Base
I got help
Redirect to Customer
Support Page
Display New Ticket Request
Create Serv ice Request
Log Serv ice Request
Follow-up Request &
Contact SME
Is the problem solved?
Close Serv ice Request
[Yes]
[No]
[No]
[Yes]
this is where you want to end up, remember…
Customer Engagement Platform
Customer Oriented Applications
Ente
rpri
se B
acko
ffic
e
Pla
tfo
rmChannels & Media
Customer Journey Information
Customer Oriented Services
Channel Interactions
Customer Engagement
Publish data
Ente
rpri
seA
pp
licat
ion
s
Marketing
Sales
Contracts
Management Reporting
Secu
rity
Portals & Apps Contact Center
Ente
rprise
Inte
gration
Customers
Employees
Products & Services
Communities
Partner Integration
Partner Platforms
Partners
Au
the
nticatio
nPers. DigitalSharing Pers. Assistance
No
n-R
ep
ud
iation
Au
ditin
gA
uth
orizatio
n
Data Capture
Analytics
Strategy & Policies
Measurement
Customer Application Layer
Customer Interaction Layer
PersonalisationData Layer
Customer Services Layer
Enterprise Service Layer
Enterprise Integration Layer
Security Layer
Partner Integration Layer
Cross Channel Engagement Layer
recommendations
• Focus on User Experience when building a new solution• Customer Interviews & Co-Creation• Rapid testing with Mockups & Prototypes• Styling is an underestimated role
• Don’t try to build Rome in a day, but envision where you want to end up
• Envision the future• Build minimum lovable experiences• Repeat & Pivot
[gettingstarted]
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
C
make customer thinking part of your DNA
You can start with small
climate changes
KPI:Lead time from signing of contract to first customer visit
KPI:Lead time from reception ofsigned contract to customer activein administration
process owners watch over the process
Contract to client Deliver services
Year 1: commercial Every year
Contact to contract
Year 1: initial setup
Internalview
Customerview
KPI:Lead time from signing of contract to early first contact
Customervalue perception
Improve processefficiency
Improvecustomer
experience
process owners watch over the customer’s value perception
customer facing= customer empowered?
Create customer engaged teams
Value co-creation
• Customers are part of your value chain, use them!• Eg: Securex and Volvo engineered a new product for the employees of Volvo
(“Customers” of your customers)
Recommendations
• A change of culture can start with small climate changes• Trigger a person that already looks beyond typical organisational
boundaries to also take the customer’s viewpoint
• Empower a customer facing person or team to create true customer engagement
• Pitch a product idea with a customer and start a co-creation initiative
• Who in your organisation already has the customer top of mind?
• Where in your organisation can you implement customer thinking with small baby steps?
Engineer your digital engagement platform
Customer UnderstandingStart from the Customer Journey
StrategyIdentify True Customer Value
DesignThe Customer Experience
Culture & GovernanceImplement customer solutions & processes
MeasureOptimize Outcomes
CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?
CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?
Perception of experiences exists on different levels
Source: Forrester: January 2013 “Executive Q&A: Customer Experience Measurement” report
62
Customer Experience Pyramid
Customer Experience Index
CXi = %Promoters %Detractors-=
[gettingstarted]
CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?
CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?
[gettingstarted]
my blog, tomdevos.be
get digitalthink customer,