how do you make business more human?
DESCRIPTION
Disruption of established business models lurks around every corner and delivering a quality customer experience—one that helps insulate a business from competitive threats and total disruption―is bottom-line critical. But how do you achieve this? Design researchers bring valuable insights about people’s experience but we also make organizations more human by developing capabilities that enable businesses to thrive. These capabilities―embracing a holistic mindset, creating shared understanding, and engaging in design-oriented problem solving―are about seeing the whole, aligning the diverse perspectives, and visualizing the future and are crucial to building human-centered organizations for today’s networked world. I describe how design research and facilitation techniques bring benefits to business beyond customer understanding, including alignment on complex, multifunctional teams, project scope clarity, and strategies for risk mitigation in a world exploding with change.TRANSCRIPT
Humanizing Organizations:Researchers as Knowledge Brokers and Change Agents
Robin Beers, Head of Customer Experience Insights Wholesale Internet Solutions
SXSW 2015
Wholesale Banking serves large corporations, middle-market businesses, governments, and institutions with annual revenues of $20 million and above
2
= 35K employees
We design the 89 applications on the Commercial Electronic Office (CEO) portal and CEO Mobile
97,000 active companies666,000 active users4.3 million sessions$11.5 billion moved online
=
33This body of knowledge is used to inform strategic business
decisions and to influence user experience design.
Customer Experience Insights (CxI)
Behavioral AnalyticsQuantitative
User ResearchQualitative
My team brings together quantitative behavioral analytic insight, and qualitative user experience research to provide a holistic understanding of our customer’s behavior
4
Competitive pressures and more empowered customers have made customer experience a critical strategic imperative for every industry and every company
June 2011 “Competitive Strategy In The Age Of The Customer”
Age of manufacturing
Age of distribution
Age of Information
Age of the customer
1900-1960
1960-1990
1990-2010
2010…
The need for research about people, their experience, and how they define value has increased as businesses change to become more customer-centric
5
User-centered Design is a structured, systematic approach to achieving customer experience excellence
6
Make the right thing Make the thing right
“You can use an eraser on the drafting table or a sledge hammer on the construction site.”
Frank Lloyd Wright
7
Customer Experience As A Strategic Imperative Requires Organizations To Develop New Capabilities:
• Embracing a Holistic Mindset
• Creating Shared Understanding
• Engaging in Design-oriented Problem Solving
Good Experiences Are Created By Aligning Strategies, Technologies And Processes With Customer Expectations
8
Researchers must become more than purveyors of insight - they must also act as knowledge brokers and change agents
9
10
Design researchers are poised to bring the benefits of holistic, systems thinking through mapping the end-to-end customer and employee journeys for a full view of the experience
Marketing, User Assistance, Sales, Online Front StageInteractions o Employee Actions visible to the customer
Back StageProcesses
Technology, Operations, Policieso Employee Actions invisible to the customer
CustomerJourney
Discover Evaluate Buy Access Use Get support
Re-engage
Leave
o Customer Typeso Experience Phaseso The Steps in the Journeyo Touchpoints
o Moments of Pain – barrierso Moments of Delight - opportunities o Emotional Experience – highs and lowso Key to Explaining the Map
Opportunity cards simplify complex requirements
11
v
12
Collective prioritization using design thinking facilitation
Design-oriented problem solving is visual
Experience Models are thinking tools
Researchers can help organizations transform and succeed in today’s connected, social, and people-centered world
14
RESEARCHER
Embracing a Holistic Mindset
Creating Shared Understanding
Design-oriented Problem Solving
15
Thank You!