Andreas Dullweber
Head CX Bain & Company Europa
@BainAlerts
The five disciplines of customer experience leaders
THE FIVE DISCIPLINES OF CUSTOMER
EXPERIENCE LEADERS
ANDREAS DULLWEBER
OCTOBER 4TH, 2016
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be reli...
Andreas Dullweber, Congreso DEC. The five disciplines of CX leaders
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Andreas Dullweber, Congreso DEC. The five disciplines of CX leaders

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Presentación de Andreas Dullweber en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

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Andreas Dullweber, Congreso DEC. The five disciplines of CX leaders

  1. 1. Andreas Dullweber Head CX Bain & Company Europa @BainAlerts The five disciplines of customer experience leaders
  2. 2. THE FIVE DISCIPLINES OF CUSTOMER EXPERIENCE LEADERS ANDREAS DULLWEBER OCTOBER 4TH, 2016
  3. 3. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 3 REMARKABLE COMPANIES: WHERE CUSTOMERS WANT TO BUY AND PEOPLE WANT TO WORK Source: Munich Apple Store opening, December 2008
  4. 4. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 4 CUSTOMER EXPERIENCE LEADERS KNOW WHAT THEY STAND FOR: THEY MEAN IT, LIVE IT, BREATHE IT "THE FINEST IN THE SKY" "HIGHEST QUALITY OF CUSTOMER SERVICE"  FRIENDLY, SIMPLE, DOWN-TO-EARTH  LOWEST POSSIBLE FARE  FAST AND RELIABLE  BOOKING AND TRAVEL COMFORT  GLOBAL, INNOVATIVE, MODERN  LUXURY SERVICE ONE-WAY BOOKING RETURN FLIGHT BOOKING FIRST COME FIRST SERVE SEATING ASSIGNED SEATING WITH BOOKING CLASS MEALS ORDERED AND PAID ON-DEMAND MEALS INCLUDED IN THE PRICE USE SUBURBAN AIRPORTS USE MAIN AIRPORTS OF MAJOR CITIES ONE CLASS FOR ALL ECONOMY, BUSINESS & FIRST CLASS … … DOMESTIC FLIGHTS ONLY DOMESTIC & INTERNATIONAL FLIGHTS
  5. 5. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 5 LEADERS ARE FANATICAL ABOUT DIFFERENTIATION, GROWTH & CULTURE
  6. 6. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 6 Source: Bain/EIU 3D customer growth study MANY BELIEVE THEY OFFER SUPERIOR CUSTOMER EXPERIENCE, BUT FEW ACHIEVE IT AND OUTPERFORM LEADERSHIP FEEDBACK ANNUAL NET PROFIT GROWTH "DELIVERY GAP"
  7. 7. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 7 PROCESSES, POLICIES AND PROCEDURES TO MAKE THE CURRENCY RELEVANT FOR EVERYBODY CLEAR STRATEGIC PRIORITY, DEEP IN BUSINESS RHYTHM, SUPPORTED BY FORCEFUL GOVERNANCE ONE UNIVERSAL CURRENCY DRIVING CUSTOMER-CENTRIC BEHAVIOURS, DECISION-MAKING AND MINDSETS: A SYSTEM IS NEEDED Source: Bain & Company
  8. 8. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 8 NET PROMOTER® SCORE (NPS) EVOLVED FROM BAIN'S LOYALTY WORK AS THE BEST SIMPLE METRIC AND UNIVERSAL CURRENCY % PROMOTERS = NET PROMOTER® SCORE (NPS) MINUS % DETRACTORS "ON A SCALE 0-10, HOW LIKELY IS IT THAT YOU WOULD RECOMMEND OUR COMPANY TO A FRIEND OR COLLEAGUE?" 0-6 7-8 9-10 EXTREMELY LIKELY EXTREMELY UNLIKELY
  9. 9. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 9 Source: Bain & Company NPS AS METRIC OFTEN DEPLOYED "TOP-DOWN" TO ENFORCE CUSTOMER CENTRIC DIRECTIONS LEADERS FUNCTIONAL & PROCESS MANAGERS FRONTLINE EMPLOYEES
  10. 10. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 10 Source: FinServCo’s Investor conference 2006 NPS CAN PROVIDE A NAVIGATION SYSTEM FOR LEADERSHIP
  11. 11. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 11 Source: Bain & Company HOWEVER, REAL VALUE IS ONLY CREATED IF EVERYBODY CHANGES TOWARDS MORE CUSTOMER CENTRICITY – THE NPS SYSTEM LEADERS FUNCTIONAL & PROCESS MANAGERS FRONTLINE EMPLOYEES
  12. 12. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 12 INDIVIDUAL AND SYSTEMIC LEARNING IN THE APPLE STORES
  13. 13. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 13 “THE EPISODE FACTORY” ACTS AS A TRANSFORMATION ENGINE DEPLOYDETAILDESIGN SPRINTS EPISODE BY EPISODE PRODUCTION AGILE WAYS OF WORKING employees execute at industrial scale
  14. 14. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 14 PUTTING SOMETHING NEW IN PLACE REACHING THE INTENDED OUTCOME GOING FROM STRENGTH TO STRENGTH INSTALLATION REALIZATION REPEATABILITY MAKING IT STICK
  15. 15. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 15 EMBEDDING NPS IN CORE DECISION MAKING Source: Logitech presentation, NPS conference, 2009; www.newegg.com reviews Jan 2010 NPS = 25% NPS = 51% MX 5500 "REVOLUTION"MX 5000 "LASER"
  16. 16. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 16 ACTIVATING PROMOTERS
  17. 17. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 17 EMPLOYEE NPS 20% CUSTOMER NPS 75% PROMOTERS CREATE PROMOTERS Source: Bain & Company ?
  18. 18. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 18 ACHIEVING CUSTOMER CENTRICITY JUST REQUIRES BEHAVIOURS OF A GREAT RELATIONSHIP – BUT THAT’S HARD WORK! UNDERSTAND WHAT THEY REALLY WANT KEEP LISTENING AS THINGS CHANGE
  19. 19. This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent 19 THE FIVE DISCIPLINES OF CUSTOMER EXPERIENCE LEADERS COMPELLING VISION LINKED TO THE BRAND PROMISE NET PROMOTER® SYSTEM FOR CONTINUOUS IMPROVEMENT MUST-WIN BATTLES DEFINED OUTSIDE-IN END-TO-END CUSTOMER EXPERIENCE DESIGN STRATEGIC CHOICES DELIVERY ENGINE SUSTAINABLE COMPETITIVE ADVANTAGE: CUSTOMER- CENTRIC CULTURE What do we want to stand for in the eyes of our customers? How can we use real-time customer feedback to promote learning and behaviour change? What handful of actions will generate the most impact with our target customers? How do we build an omni-channel customer experience for the future? CHANGE BACKBONE RESULTS DELIVERY TO EMBED CUSTOMER-CENTRIC CHANGE How can we anticipate and mitigate risks in order to sustain the change?

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