Customer Experience Strategy

January 5, 2018 | Author: Anonymous | Category: Science, Biology, Pharmacology
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Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

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Action Leadership in CX Melissa Boxer Vice President, Brian J. Curran Vice President, Customer Experience Strategy and Design

Customer Experience is Top of Mind Customer Experience Objective

93% of executives say improving their customer’s experience is one of their top three priorities in the next two years.

20% of annual revenue estimated to be lost for failing to deliver a positive CX

91% nearly all businesses wish to be considered the CX leader in their industry

Source: Global Insights on Succeeding in the Customer Experience Era, 2013

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Good CX and Revenue Growth Irrespective of metric used, the correlation is undeniable

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CEO’s are taking notice Almost every category leader (95%) obsesses on customer intimacy

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Many Struggle To Develop Successful Strategies Stuck In An Execution Chasm and Falling Further Behind The Leaders

20% Consider their CX initiative “advanced”

37% are just getting started with a formal CX initiative

Source: Global Insights on Succeeding in the Customer Experience Era, 2013

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The CX chasm Can impact revenue by up to 20%

49%

but the truth is …

of customers have switched already2

of executives believe customers will switch brands due to a poor customer experience1

80%

89%

but the truth is …

of business execs say they’re doing a Good to Excellent job of delivering a positive, relevant and consistent experience to their customers

39% of companies earned a CX index of Good or Excellent from customers

1 “Global

2 RightNow

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Insights on Succeeding in the Customer Experience Era,” Oracle, February 4, 2013. (acquired by Oracle in March 2012) and Harris Interactive, “Customer Experience Impact Report,” December 2011.

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Bridging the Execution Gap

Thought Leadership Action Leadership

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Customer Experience Strategy Designed around value Customer Value Attitudes, Behaviors, Needs

Experience Design

CX Strategy

Solution Value

Business Value

People, Process, & Technology

Acquisition, Retention, & Efficiency

Solution Design

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Business Design

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CX Strategy & Design Approach STRATEGIC BUSINESS OBJECTIVES Acquisition Retention Efficiency

IMPACT

INNOVATIONS

ISSUES

INSIGHTS

TRENDS & ACCELERATORS Technology, Behavioral, Business Trends

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CUSTOMER NEEDS Emotions Goals Interactions

5 Steps to kick off your Action Plan 1. Understand your Customer’s Needs throughout the Lifecycle

2. Understand your Financial and Customer measurements 3. Understand the Role your Brand Attributes plays in CX

4. Determine the Trends that are Accelerating your Market

5. Journey Map and Build a CX Innovation process

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1.) Customer Needs

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The Customer Lifecycle

SELECT

3

PURCHASE

RECOMMEND

4

8

BUY

OWN

Market & Sell

Support & Serve 1

5

2

RESEARCH

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NEED

RECEIVE

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USE

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MAINTAIN

Solve for customer needs at multiple levels Connect at an emotional level Emotional Needs • What’s important, meaningful

Goal Needs • Current goal, “job to get done”

Interaction Needs • Task at hand, step in the process

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attitudes

drive

behaviors

experiences influence

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deliver

results

2.) Measurements

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Impact of Experience on Business Performance

Business

Experience

Customer

Impact of Experience

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Disruptive

Distant

Engaged

Loyal

Advocate

Frustrating

Neutral

Useful

Usable

Meaningful

• Difficult, repetitive

• Commoditized

• Functional

• Easy

• Desirable

• Inconsistent, inaccurate

• Acceptable

• Consistent

• Intuitive

• Personal

• Low-to-no expectations

• Expectations managed

• Expectations met

• Expectations exceeded

• Expectations unmet

Suffers

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Survives

Competes

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Differentiates

Dominates

So what should I be measuring ?

Customer Satisfaction Index Net Promoter Score

Customer Effort Score

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Achieve Sustainable Business Growth & Profit CX = A + R + E

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ACQUISITION

RETENTION

EFFICIENCY

(INCREASE SALES)

(MONETIZE RELATIONSHIPS)

(LEVERAGE INVESTMENTS)

GENERATE MORE OPPORTUNITIES

INCREASE SHARE OF WALLET

INCREASE ROIC / EVA

INCREASE BRAND EQUITY

DRIVE LOYALTY

INCREASE PRODUCTIVITY

INCREASE MARKET SHARE

DRIVE ADVOCACY

DECREASE COST OF OPERATIONS

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3.)

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Brand Attributes

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Customer Experience can describe…  A Product Experience:

the experience of using a product/service  An Engagement Experience: the experience of buying and owning a product/service

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Attributes of Desirable Experiences Desirable experiences are made up of 3 categories of attributes

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Useful (function)

Usable (effort)

Meaningful (emotion)



Features



Convenient



Stylish



Price



Easy



Reputable



Selection



Intuitive



Trusted

What a product/service

How easy is it to engage

How meaningful

offers customers

an organization and it’s

experiences are at an

functionally

offerings

emotional level

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Brand Promise Align Your Brand Promise To Your Persona’s Priority Your Brand Promise

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4.) Trends

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Use of Technology is Exploding

Social

Mobile

Data

Cloud

Driven by a combination of Accelerated Trends 25

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Behaviors Are Rapidly Evolving

Always Connected

Always Sharing

Always Aware

The Rate Of Adoption Is Unprecedented 26

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Expectations And Demands Are Rising

More Options

More Access

More Influence

Increasing At Home, Where You Buy & Where You Work 27

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5.) Journey Mapping

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Begin by Bringing Your Silos Together And Map Your Customers’ Journeys

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Introducing CXJM Workshops A new way to start the process of becoming more customer centered  Hands-on, action-oriented

events  Drives teams to work together

to solve real customer issues  Walk away with approachable

process and tools

Pictured: Public Sector Journey Mapping Workshop with GovLoop in DC

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University New England Student Lifecycle 20 Cross-Functional Participants Applying the Oracle CXJM approach

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http://dschool.stanford.edu/student/doug-dietz/

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http://dschool.stanford.edu/student/doug-dietz/

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BACK STAGE

ON STAGE

Select a specific AM I customer to map

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WISH I I’M WAS REALL REALL AT Y ATTITUDES Y SCHO NERV SICK? GOES OL OUS TO RIDES WALK INITIA … TO CHEC S TO … ACTIONS L HOSPI KS IN MRI DOCT T’L ROOM OR CHEC IMAGI DOCT KIN MOM NG PEOPLE OR NURS TECH E DESK TAKE& CHAR HOME CAR THINGS COMP T PACK UT. ET

TECH. WRITE PEOPLE R

RESE RV. THINGS SYSTE Copyright © 2013, Oracle and/or its affiliates. All rights reserved. M

HOSPI T’L BLDG MGR

THAT LOOK S SCAR Y! SEES MRI MACHI NE

MOM

SYSTE M ADMIN . PATIE NT RECO RD Insert Information Protection Policy Classification from Slide 12 SYSTE

MRI MACHI NE

DOUG

WILL IT HURT ME?! CRIES & RESIS TS

NO! MOM NO! CAN’T PLEAS HELP? E NO! SEES DOCT GETS … OR A ENTE SHOT R DOCT OR ANES TH. SHOT & DRUG S PATIE NT SAFET Y TEAM STAFF PAGIN DRUG G ROOM SYSTE

GOES THRO UGH MRI IMAGI NG TECH MRI MACHI NE IMAGI NG TECH IMAGI NG RECO RD SYSTE

AM I REALL Y SICK? GOES TO INITIA L DOCT OR

WISH I WAS AT SCHO OL RIDES TO … HOSPI T’L

I’M REALL Y NERV OUS WALK CHEC S TO KS IN MRI ROOM

WILL NO! MOM IT NO! CAN’T HURT PLEAS HELP? ME?! E NO! SEES CRIES DOCT GETS & … … OR A RESIS ENTE SHOT SIDE TS RCOST IMAGI EFFEC CHEC STAFF DOCT OF IMAGI NG T DOCT KIN OR 2X DRUG MOM NG MOM TIME + COST OR NURS ANESS TECH S E TH. DESK TAKESHOT MRI & CHAR HOME & MACHI CAR COMP T PACK DRUG NE UT. ET S PATIE HOSPI SYSTE TECH. NT T’L M WRITE DOUG SAFET BLDG ADMIN R Y MGR . PATIE TEAM STAFF NT RESE PAGIN RECO DRUG RV. G RD ROOM SYSTE SYSTE Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE M

EVALUATE & PRIORITIZE Identify the moments that matter 36

THAT LOOK S SCAR Y! SEES MRI MACHI NE

GOES THRO UGH MRI IMAGI NG TECH MRI MACHI NE IMAGI NG TECH IMAGI NG RECO RD SYSTE

TAKEHOME PACK ET

CHEC KIN NURS E DESK & COMP UT.

MOM

CAR

TECH. WRITE R

I’M THAT REALL LOOK Y S NERV SCAR OUS Y! WALK SEES CHEC S TO MRI WHY? KS IN MRI MACHI ROOM NE

HOSPI T’L BLDG MGR

IMAGI NG TECH

MOM

CHAR T

SYSTE M ADMIN . PATIE NT RECO RD Insert Information Protection Policy Classification from Slide 12 SYSTE

MRI MACHI NE

UNDERSTAND & EMPATHIZE Ask why, RESE create empathy maps RV. 37

SYSTE M

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

DOUG

WILL IT HURT ME?! CRIES & RESIS TS

NO! MOM NO! CAN’T PLEAS HELP? E NO! SEES DOCT GETS … OR A ENTE SHOT R DOCT OR ANES TH. SHOT & DRUG S PATIE NT SAFET Y TEAM STAFF PAGIN DRUG G ROOM SYSTE

WHY?

DOCT OR



WISH I WAS AT SCHO OL RIDES TO … HOSPI T’L

WHY?

AM I REALL Y SICK? GOES TO INITIA L DOCT OR

GOES THRO UGH MRI IMAGI NG TECH MRI MACHI NE IMAGI NG TECH IMAGI NG RECO RD SYSTE

AM I REALL Y SICK? GOES TO INITIA L DOCT OR

WISH I WAS AT SCHO OL RIDES TO … HOSPI T’L

I’M REALL Y NERV OUS WALK CHEC S TO KS IN MRI ROOM

How might we

WILL NO! manage MOM IT NO! CAN’T FEAR? HURT PLEAS HELP? ME?! E NO! SEES CRIES DOCT GETS & … … OR A RESIS ENTE SHOT TS R CHEC DOCT IMAGI DOCT KIN OR MOM NG MOM OR NURS ANES TECH E TH. DESK TAKESHOT MRI & CHAR HOME & MACHI CAR COMP T PACK DRUG NE UT. ET S PATIE HOSPI SYSTE TECH. NT T’L M WRITE DOUG SAFET BLDG ADMIN R Y MGR . PATIE TEAM STAFF NT RESE PAGIN RECO DRUG RV. G RD ROOM SYSTE SYSTE Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE M

REFRAME THE PROBLEM Use a deep understanding of needs 38

THAT LOOK S SCAR Y! SEES MRI MACHI NE

GOES THRO UGH MRI IMAGI NG TECH MRI MACHI NE IMAGI NG TECH IMAGI NG RECO RD SYSTE

AM I REALL Y SICK? GOES TO INITIA L DOCT OR

WISH I WAS AT SCHO OL RIDES TO … HOSPI T’L

I’M REALL Y NERV OUS WALK CHEC S TO KS IN MRI ROOM

How might we

WILL NO! manage MOM IT NO! CAN’T FEAR? HURT PLEAS HELP? ME?! E NO! SEES CRIES DOCT GETS & … … OR A RESIS ENTE SHOT TS R CHEC DOCT IMAGI DOCT KIN OR MOM NG MOM OR NURS ANES TECH IDEA: E TH. CAMP DESK TAKESHOT GUIDE MRI & CHAR HOME IDEA: & MACHI CAR IDEA: COMP T PACK CAMP DRUG NE FUN UT. ET BACK S AS PATIE PK HOSPI SYSTE CAMP TECH. NT T’L M WRITE DOUG SAFET BLDG ADMIN R Y MGR . PATIE TEAM STAFF NT RESE PAGIN RECO DRUG RV. G RD ROOM SYSTE SYSTE Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Insert Information Protection Policy Classification from Slide 12 SYSTE M

REDESIGN EXPERIENCES Influence attitudes to change behaviors 39

THAT LOOK S SCAR Y! SEES MRI MACHI NE

GOES THRO UGH MRI IMAGI NG TECH MRI MACHI NE IMAGI NG TECH IMAGI NG RECO RD SYSTE

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CXJM Workshop Materials Goal: Cohesive collection of strategic & actionable approaches Business Value

 Designed for rapid adoption

and org alignment  Focus of methods: simple

over complex, common vocabulary, cohesive, actionable  Approaches & principles that Experience Design

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can scale: top-to-bottom, end-to-end, and run iteratively

5 Steps to kick off your Action Plan 1. Understand your Customer’s Needs throughout the Lifecycle

2. Understand your Financial and Customer Measurements 3. Understand the Role your Brand Perception plays in CX

4. Determine the Trends that are Accelerating your Market

5. Journey Map and Build a CX Innovation Process

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