Customer Experience &. Design Thinking. February 9, 2017. Vicki Amon-Higa, CCXP. Amon-Higa & Associates, LLC vic
February 9, 2017
Customer Experience & Design Thinking Vicki Amon-Higa, CCXP Amon-Higa & Associates, LLC
[email protected] 650.714.2388
• • • • • • • •
Brand Message People Processes Policies Prices Products Services
The Customer Experience Customer’s perception of all interactions and emotions they have with a company and its offerings © 2016 Amon-Higa & Associates All rights reserved.
Rock and Wrapper
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Trusted Brands BRANDS YOU SEEK OUT
BRANDS YOU AVOID
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Customer Experience – Tenets
All about the Customer (delight)
Team Sport
Respect for People
Common Framework & Methodology
Coach/Catalyst/ Enabler
© 2016 Amon-Higa & Associates All rights reserved.
Customer Experience Framework What’s important? How are we doing? How do we know? Priorities to Improve.
Moments of Truth
Hard to do business with
JOB/OUTCOME Customers hire your company to do
I AM AWARE
I SHOP
I TRY
I HAVE A QUESTION / I NEED HELP
Service is second to none
I BUY
I RECEIVE
I HAVE A QUESTION / I NEED HELP
I INSTALL
I USE
I EXTEND & EXPAND
I HAVE A QUESTION / I NEED HELP
Voice of Customer LISTENING POST examples (Predictive Metrics) Awareness & Shop Social WOM Customer Advisory Boards
Buy Social Win/Loss Analysis Partner/Reseller Feedback
Use & Renew Social In Product Feedback Escalations/Tech Support Renewals
Potential Outcome Metrics (Partner NPS) Number of Customers Customer Lifetime Value Share of Wallet Market Share Net Promoter Score
Priorities to Improve 1. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
© 2016 Amon-Higa & Associates All rights reserved.
Creating a Delightful Customer Experience – Apply Design Thinking
Discover Engage Hearts & Minds…
Define
Define Opportunities
Apply Decision Matrix
Design PSP
Identify Owner/Leader
Form E2E Cross Functional Team
Understand Current Situation
• •
Just Do It Problem Solving (PSP)
Internal Point of View Follow Me Homes/External Observations
DEFINE DESIGN
ID Listening Posts
Deliver
Just Do It
Implementation
Close Loop • Employee • Process • Customer
Listening Posts • Learning Plan • Metrics
DISCOVER
Design for Delight
ID Moments of Truth
(Updated 12/14/15)
DELIVER
• CX Journey Map • Follow Me Home(s) • Customer/Partner • Prospect • Abandoner • Listening / Voice of: • Employee • Customer/Partner • Process • CX Competitor Journey Map • Adopt a Customer • Storytelling
• • • • •
Decision Making Matrix Resource Allocation Framework for Improvement (PSP) Storyboarding Operating Mechanisms • Charters • Vision • Multigenerational Plans • Tollgates / Phase Gates • Decision Making (DACI) • Metrics
• Problem Solving Process • Follow Me Home(s) • Round Two / Use Cases / Deeper Dives • Benchmarking / Wheel makers • Customer Centered Design • Ideation • Rapid Prototyping • Refining
• Health of the Offering – Outcome Metrics & VOC Listening Posts • Ongoing Operating Mechanisms • Customer CX Reviews • CX Community of Practice for Knowledge Sharing • Storytelling to ‘steal shamelessly’ • Never ending journey – Kano Model © 2016 Amon-Higa & Associates All rights reserved.
Getting Started © 2016 Amon-Higa & Associates All rights reserved.
Customer Experience Life Cycle JOB/OUTCOME Customers hire your company to do
I AM AWARE
I SHOP
I TRY
I HAVE A QUESTION / I NEED HELP
Assessing ourselves on the journey – end to end Choose Red/Yellow/Green Don’t overthink it…
I BUY
I RECEIVE
I HAVE A QUESTION / I NEED HELP
I INSTALL
I USE
I EXTEND & EXPAND
I HAVE A QUESTION / I NEED HELP
Big opportunities for improvement ‘Danger Will Robinson!’ Delighted Customers © 2016 Amon-Higa & Associates All rights reserved.
Voice of Customer (a way to get to predictive metrics)
© 2016 Amon-Higa & Associates All rights reserved.
Measurement
How do you know?
Where do we collect our Customers’ Voice today?
What do we do with the Customer Voice we collect? © 2016 Amon-Higa & Associates All rights reserved.
How well do we listen and close the loop today? From our list…
Data is weak or not in place Data is collected Data is collected and analyzed Data is used to drive improvements and loop is closed with the Customer/Process/Employee © 2016 Amon-Higa & Associates All rights reserved.
Ask within your organization:
Inflight Initiatives
Where have we consciously decked resources today to improve our end to end customer experience?
© 2016 Amon-Higa & Associates All rights reserved.
Questions?
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Thank You!
Vicki Amon-Higa, CCXP Amon-Higa & Associates, LLC
[email protected] 650.714.2388
© 2016 Amon-Higa & Associates All rights reserved.
Appendix
© 2016 Amon-Higa & Associates All rights reserved.
The Kano Model
Quality Foundation to Deliver Delight DELIGHT Attractive/Delight
Delighters Expected • More is Better • Specified • Measureable • ‘Me Too’
• Observable Customer Behavior, Not (necessarily) expressed • Creates delight
POOR PERFORMANCE
HIGHER PERFORMANCE Table Stakes Must Have/ Table Stakes • Baseline/cost to play • MVP – Minimally Viable Product • Self-evident • Not expressed • Obvious
FRUSTRATION © 2016 Amon-Higa & Associates All rights reserved.