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Natural model-webinar-colin-shaw
1.
How to Become
a Customer-Centric Organization Colin Shaw Founder, Beyond Philosophy Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 1
2.
Agenda
Top level concepts on Customer Experience Naïve to Natural® - the journey to becoming Customer Centric Question & discussion Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 2
3.
Webinar Interface Review
1. Viewer Window 2. Control Panel GoToWebinar Example Interface Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 3
4.
The Beyond Philosophy
Perspective Customer Experience Thought leadership is Fourth book launched is all we do! our differentiator in September 2010 Offices in London, Atlanta with Partners in Links with Focus on the emotional side Europe & Asia Academia of the Customer Experience Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 4
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www.beyondphilosophy.com
5 Beyond Philosophy © All rights reserved. 2001-2010
6.
Customer Experience Definition
A Customer Experience is an interaction between an organization and a customer as perceived through a Customers conscious and subconscious performance, the senses stimulated and emotions evoked and intuitively measured against customer expectations across all moments of contact. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 6
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 7
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 8
9.
Naïve to Natural®
2% 22% 67% 9% Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 9
10.
Moving from Naïve
to Natural® Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 10
11.
Nine Customer Experience
Areas An organization can be in different Orientations in each of the nine Areas. But will have one over-riding Orientation Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 11
12.
Naïve to Natural®
Traits Naïve Orientation An organization that focuses on themselves to the detriment of the customer. They are either through choice or because they know what they should be doing. Traits - Very product focused price and features led - Reactive to customer demands - Do not measure customer satisfaction - Deliver a very physically based Customer Experience - Employees are treated poorly and not given any authority to recompense customers - Product siloed organization - Customers asked to call on separate numbers for different parts of the organization - Efficiency and productivity are the most important Not customer - People reward on sales productivity and efficiency - Organization dictates which channel customers use Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 12
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 13
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Naïve to Natural®
Traits Transactional Orientation An organization that focuses primarily on the physical aspects of the Customer Experience. They have recognized the importance of the customer, however, their focus is rudimentary as many aspects of the Customer Experience remain left to chance, are uncoordinated and . They are typically reactive to customer demands. Traits - Customer Key Performance Indicators now included but all physically based - Functionally organized and have recognized need for Customer Service - Contact with customer via 800, looked at coordination, extensive call menus are used to screen calls - Take into account Customer Physical expectations - Senior Managers spend limited amount of time with customers - No complete view of customer on systems - No defined Customer Experience - Recruit people with right attitude, rather than just skills - Training takes place on how to deal with difficult customers - Employees given some limited authority Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 14
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 15
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 16
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 17
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Naïve to Natural®
Cross Over Points Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 18
19.
Naïve to Natural®
Traits Enlightened Orientation An organization that has recognized the need for a holistic, coordinated and deliberate approach to the Customer Experience. They are proactive in nature towards the Customer and orchestrate emotionally engaging Customer Experiences. They stimulate planned emotions. Traits - They have defined their Customer Experience - They focus on stimulating planned emotions and build these into the design of their Customer Experience - They have recognized customers have emotional expectations and plan how to meet and exceed these - Have started to align the employee experience and their Customer Experience - Employ people with emotional capabilities - Look at the end to end Customer Experience - Have appointed a Customer Experience Director/Vice-President and established a Customer Experience council - Customer involved in design of processes - Integrated systems, view of achieved - Customer Experience measures account for large part of bonus Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 19
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 20
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 21
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 22
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 23
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 24
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 25
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 26
27.
Naïve to Natural®
Traits Natural Orientation An organization where focus on the customer is total. They are very proactive and are naturally focused on the complete Customer Experience. In order to produce memorable and captivating Customer Experiences they use specific senses to evoke planned emotions. Traits - They are completely focused on the customer - The customer is in their DNA - They have a deliberate Customer Experience and a clearly defined Customer Experience statement - Systems are built to improve the Customer Experience - The culture is designed, and aligned to the Customer Experience - They focus on depth of emotion - They consciously use sense to provide a captivating experience - Understand there is a subconscious experience - They have a fully integrated approach to the customer - They have Customer Journey maps including emotional and subconscious elements - They understand customer sensory expectations Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 27
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 28
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 29
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 30
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Beyond Philosophy ©
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 32
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Beyond Philosophy ©
All rights reserved. 2001-2010 www.beyondphilosophy.com 33
34.
POLL
Where is your organization on its journey from a Naïve to Natural orientation? Naïve Transactional Enlightened Natural Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 34
35.
Orientation vs. Understanding Beyond
Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 35
36.
Orientation
There is alignment between Orientation and Executive Understanding in most areas. The two exceptions are Channel Approach and Systems. XXX scored Naïve in Channel Approach because of the lack of clear ownership of the Customer Experience. There is an Enlightened understanding of the use of systems there is an appreciation that a complete view of the customer and business cases for technology should include customer requirements. Without a drastic increase in the level of executive understanding there is little room to progress the complete Customer Experience (i.e., physical and emotional). Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 36
37.
There is a
big difference between A lack of knowledge can limit your organization Your Customer Experience is a direct reflection of your internal organization. Where are you now? Where do you want to be? Without addressing the internal organization you will not change your Customer Experience. Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 37
38.
Questions?
Colin.shaw@beyondphilosophy.com London Office: 0207-917-1717 Atlanta Office: 1-678-638-6162 Beyond Philosophy © All rights reserved. 2001-2010 www.beyondphilosophy.com 38
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