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A clear unifying experience vision is essential for a successful customer experience strategy. Organisations that go without risk wasting money on unaligned initiatives, not understanding the root cause of their issues and delivering an inconsistent customer experience. A vision tells a story – it is the collective voice of the employees, organisation, and customer. It articulates the strategy for both the organisation and the end experience as a vision on a page – a clear, concise reminder of where we are going and why we are going there. Aine will be talking about why organisations need an experience vision, the value it delivers, and what it needs to contain to be an effective tool throughout project delivery.
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CX Australia – 6th May 2013
Commercial in Confidence | Copyright © CX Consulting Pty Ltd 2013
An experience vision
What is it?
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How many pages?
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Imagine carrying this home
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How long will it take to read?
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Copyright © CX Consulting Pty Ltd 2013
of companies have a well-developed
customer experiencestrategy
26% 93% of respondents ranked
customer experience as one of the top
strategic priorities for their organisation
Source: eConsultancy customer experience report, Forester, state of customer experience 2012
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@aineom
@cxconsulting
Aine.omahony@cxconsulting.com.au
www.cxco.com
Copyright © CX Consulting Pty Ltd 2013
Reduce costs and time
Reduce siloed thinking
Reduce duplication and effort
Leverage existing data, IP, documents
Increase engagement and buy-in
Increase understanding of what you’re trying to achieve
Increase alignment and build momentum
Why - it will help you
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of customers would pay more for a
better customer experience
81% 64% of brands got a rating
of ‘OK’ ‘poor’ or‘very poor’ fromtheir customers
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Copyright © CX Consulting Pty Ltd 2013
Customer Experience Maturity
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Stages of Maturity
InterestedCustomer experience is important but receives little attention
InvestedCustomer experience is very important, and formalised programs emerge.
CommittedCustomer experience is critical and execs are actively involved
EngagedCustomer experience is a core piece of the firm’s strategy
EmbededCustomer experience is ingrained in the fabric of the company
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5
The SEE Framework ©
STRATEGIC
DETAIL
Organisational Dimension
Strategy
EngagementExperience
EXTERNAL ENVIRONMENT
INTERNAL ENVIRONMENT
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Source: Quiet leadership by David Rock
Philisophical Solution Focused
Pr
oble
m F
ocus
ed
Detailed
Copyright © CX Consulting Pty Ltd 2013
Source: Quiet leadership by David Rock
Philisophical Solution Focused
Pr
oble
m F
ocus
ed
Detailed
Imagine possibilities
Meaning and impact of problems
Problem identification
Detailed solutions and specifications
Copyright © CX Consulting Pty Ltd 2013
Copyright © CX Consulting Pty Ltd 2013
Philisophical Solution Focused
Pr
oble
m F
ocus
ed
Detailed
...!
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?#$!!
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Awareness/Trigger Research Decision Sales Onboard Use mobile Receive bill
Solution was focused here
Copyright © CX Consulting Pty Ltd 2013
Awareness/Trigger Research Decision Sales Onboard Use mobile Receive bill
Solution was focused here
Holistic thinkingBEFORE
defining solutions
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1. Understand business
2. Understand customers
3. Collaborate together 6. Communicate
4. Define strategy
5. Create Vision
Creating a vision
Builds engagement, alignment,
understanding and momentum
1. Gain agreement
2. Map problems
3. Build empathy 6. Explore solutions
4. Challenge perspectives
5. Look holisticallyWorkshopstructure
Workshop structure
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Productcreation Research Decision Sales Onboard Use
mobileReceivebill
...?!
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Copyright © CX Consulting Pty Ltd 2013
Current and future world
Focusareas
Tangible solutions
Problems Benefits
Components of an experience vision
Value proposition
Design principles
Who is your audience
Easy to understand
No explanation needed
Memorable
Enough detail to be tangible
Realistic
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Vision considerations
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What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
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What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared objectives
Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared objectives
Empathy and experiences
Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared objectives
Empathy and experiences
Shared responsibility
Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared objectives
Empathy and experiences
Shared responsibility
Ahamoments
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Consider how you can..
Leverage tacit knowledge and IP
Synthesis inputs to create workable tools
Facilitate workshops with front and back office
Consider how to create aha moments
Use the momentum to operationalise
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Find out more at cxco.com or email Aine.omahony@cxconsulting.com.au
Creating a customer centred organisation takes focused effort, leadership, and a well define customer experience Strategy
An experience vision articulates your strategy, engages all levels of your organisation, and is tangible enough to use through project delivery.
A collaborative approach is needed to create the vision to increase engagement, alignment, understanding and momentum.
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Key take aways…
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3
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Questions
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@aineom
@cxconsulting
Aine.omahony@cxconsulting.com.au
www.cxco.com
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