Customer Experience Strategy
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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
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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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