anticipate - your customer's experience (2013)
TRANSCRIPT
Bill Thomas Centric Performance, LLC
June 19, 2013
CUSTOMERS – CAPABILITIES – CULTURE
Knowing What Customers Need Before They Do
More than discrete activities or
pieces of the puzzle
Snip-It’s, Snap-Shots and Smiley Faces
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Looks at the entire journey over
time – not one point in time
The end game is more than just
happy customers
$$$
SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction
Mutual Profitability
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
Customer Focus Maturity Model ®
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1) Buys consistently, if not exclusively, from you
2) Tends to be an early adapter of new offerings
3) Is less price-sensitive due to added value
4) Frequently recommends you to others
5) Actively promotes your brand
Characteristics of a Loyal Customer
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SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
VALUE CONNECTIONS
Sales & Marketing
Service & Support
Enterprise Value Chain
Customer Focus Maturity Model ®
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SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
VALUE CONNECTIONS
Sales & Marketing
Service & Support
Enterprise Value Chain
Customer Focus Maturity Model ®
Level I
Level III
Level II
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1. Strategic Drivers
2. Customer Segmentation
3. Customer Engagement
4. Employee Engagement
5. Training & Tools
6. Process Orientation
7. Joint Workouts
8. Capacity for Change
9. Consequences
10.Committed Leadership
Core Elements of a Customer Focus Strategy
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1. Strategic Drivers
2. Customer Segmentation
3. Customer Engagement
4. Employee Engagement
5. Training & Tools
6. Process Orientation
7. Joint Workouts
8. Capacity for Change
9. Consequences
10.Committed Leadership
CFMM Level
I
II
II
III
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Core Elements of a Customer Focus Strategy
1. Strategic Drivers
Strategic context should be clear and compelling.
• Link to growth strategy and desired CE outcomes • Define primary focus or level (satisfaction, loyalty, other) • Determine related key metrics
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Core Elements of a Customer Focus Strategy
2. Customer Segmentation
Must understand each segment’s economics and prioritize.
• Identify key segments, attributes and value propositions • Determine segment-specific economics and future potential • Prioritize segments and channels for near-term focus
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Core Elements of a Customer Focus Strategy
SEGMENT CHARACTERISTICS & LEVELS
CUSTOMERS
A B C 1 2 3 4 5 Etc.
PRODUCTS Bundle Multiple Single A C B B A – BRAND Champion Conservative Critic B B A B A – REFERRALS Many Some None B A A C A – SOW Significant Moderate Limited A C B C B – POTENTIAL Significant Moderate Limited B C A C B – RELATIONSHIP Collaborative Cooperative Contentious C B B C A – Customer Total Scores
36
23
45
14
50
–
Segment Evaluation / Prioritization Tool
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1. Strategic Drivers
2. Customer Segmentation
3. Customer Engagement
4. Employee Engagement
5. Training & Tools
6. Process Orientation
7. Joint Workouts
8. Capacity for Change
9. Consequences
10.Committed Leadership
© Copyright 2009 – 2013 Centric Performance, LLC – All Rights Reserved
Core Elements of a Customer Focus Strategy
SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
VALUE CONNECTIONS
Sales & Marketing
Service & Support
Enterprise Value Chain
Customer Focus Maturity Model ®
Level I VOC
SOW SERVICE RECOVERY
Detect Your Risks with Voice of the Customer
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Multiple Voices and Connections
Executive Sponsors & Decision Makers
Technical Influencers & Buyers
Receptionists & Gate Keepers
Accounting & Claims
Service & Maintenance
Operations & End Users
Your Customer
Shipping & Receiving
Your Company
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3. Customer Engagement
Move from impressions or input to involvement.
• VOC initiatives, survey types and multiple listening posts • Customer visits, venues and forums • Turning touch points into dialogues (“Anticipate Moments”)
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Core Elements of a Customer Focus Strategy
SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction SOW SERVICE RECOVERY
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure VOC
TEAMING (Insight)
(Hindsight)
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
UVP
POD
POP
VALUE CONNECTIONS Sales &
Marketing Service & Support
Enterprise Value Chain
DETECT
Customer Focus Maturity Model ®
Level II
Deliver a Truly Unique End-to-End Experience
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4. Employee Engagement
Ensure early and two-way employee involvement.
• Expect everyone to play a role • Provide & promote opportunities • Showcase & celebrate individual contribution & collective results
A 5% increase in our employee engagement led to a
1.8% increase in customer loyalty and a .5 % increase in
financial results.
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Core Elements of a Customer Focus Strategy
5. Training & Tools
CE raises the bar and usually requires new/enhanced skill sets.
• Employee training for internal as well as customer-facing skills • Customer training ranging from new processes to new skills • Equip employees and customers with new tools and technologies
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Core Elements of a Customer Focus Strategy
6. Process Orientation
Realize that CE is a business process, not a program.
• Business model/value chain mapping (all channels) • Map all touch points of the customer’s experience • Document and evaluate key processes
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Core Elements of a Customer Focus Strategy
7. Joint Workouts
Multiply and deepen the number of connections and relationships.
• Identify owner and actions for all touch point relationships • Determine and launch joint process improvement projects • Create forward-looking joint opportunities to explore
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Core Elements of a Customer Focus Strategy
Stra
tegi
c In
itiat
ive
Link
Customer Satisfaction
Replicate & Leverage as Best Practice
Maintain Current State
Process Improvement
Priority
High
Low High Low
• Identify related business drivers & risks • Identify internal executive sponsor • Identify customer sponsor • Define PI team & outcomes • Apply SIPOC model map • Gap analysis • Recommend improvements • Implement & evaluate
Improvement Priorities
Second Level Improvement
Priority
Value Driver Decision Matrix
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1. Strategic Drivers
2. Customer Segmentation
3. Customer Engagement
4. Employee Engagement
5. Training & Tools
6. Process Orientation
7. Joint Workouts
8. Capacity for Change
9. Consequences
10.Committed Leadership
© Copyright 2009 – 2013 Centric Performance, LLC – All Rights Reserved
Core Elements of a Customer Focus Strategy
SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction SOW SERVICE RECOVERY
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure VOC
TEAMING
CULTURE (Foresight)
(Insight)
(Hindsight)
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
UVP
POD
POP
VALUE CONNECTIONS
ASK ACT
Sales & Marketing
Service & Support
Enterprise Value Chain
ALIGN
DELIVER
DETECT
Customer Focus Maturity Model ®
Level III
Drive it Inside and Outside
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1. Value Creation Mindset
2. Ask, Act & Align
3. Internal Management
System
4. Leverage the Value
Chain
KEYS TO LEVEL III
•There is only one customer •There is only one company •There is only one purpose
Value-Creation Mindset
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1. Value Creation Mindset
2. Ask, Act & Align
3. Internal Management
System
4. Leverage the Value
Chain
KEYS TO LEVEL III
• Asking questions is an obligation • You must act on what you learn • Build organization–wide alignment
The Ask, Act & Align Approach
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• Understand your capacity for change • Drive the journey by managing for peak performance • Leverage talent to support the journey
1. Value Creation Mindset
2. Ask, Act & Align
3. Internal Management
System
4. Leverage the Value
Chain
KEYS TO LEVEL III
Managing Change, Performance & Talent
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Incremental
LEVEL OF C
HA
NG
E
Substantial
Transformational
Competitive Proactive Reactive
CAPACITY FOR CHANGE
HIGH
LOW
MODERATE
Capacity & Level of Change
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CLARITY SKILL WILL SUPPORT
PEAK PERFORMANCE
WEAK PERFORMANCE
Peak Performance Management Practices
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Your
Employees
Your
Customers
Your Value-Creating Business
•Talent Mgmt Life Cycle
•Talent Value Proposition
• Employee Segmentation
• Employee Engagement
• Employment Brand
• Internal Performance
• Customer Experience Map
• Customer Value Proposition
• Customer Segmentation
• Customer Engagement
• Product/Service Brand Promise
• Marketplace Performance
Leveraging Talent to Support the Customer Focus
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• Leverage your existing customer and employee loyalty • Increase your teaming and elevate it to partnering • Extend Level III practices to the broader value chain
1. Value Creation Mindset
2. Ask, Act & Align
3. Internal Management
System
4. Leverage the Value
Chain
KEYS TO LEVEL III
Applying the Three Steps Inside and Out
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SUPPLIER’S APPROACH
Behavior Loyalty Satisfaction SOW SERVICE RECOVERY
Mutual Profitability
MATU
RITY LEVEL
Leverage
Understand
Measure VOC
TEAMING
CULTURE (Foresight)
(Insight)
(Hindsight)
CU
STO
MER
’S V
IEW
Value-Add
Total Experience
Transactions
UVP
POD
POP
(Unknown)
(Unstated)
(Unmet)
VALUE CONNECTIONS
ASK ALIGN ACT
Sales & Marketing
Service & Support
Enterprise Value Chain
DELIVER
DRIVE
DETECT
Customer Focus Maturity Model ®
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Q & A
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About the presenter: Bill Thomas has over 30 years of experience in HR/OD, Customer Experience Management, TQM and Operations management. Prior to joining Centric, he held national and global management roles with PricewaterhouseCoopers and Dell Computers, respectively. He was the co-architect of PWC’s Service Excellence initiative, and helped design and launch Dell’s Customer Experience effort. He co-authored the recent book “Anticipate: Knowing What Customers Need Before They Do,” and his work has been featured in CEO magazine, Human Resource Executive magazine, Quality Progress, HR Advisory and others. He can be reached at 866.302.9099 or via email at [email protected].
About the company: Centric Performance works with organizations of various types and sizes to help them accelerate growth and improve results – at the enterprise, business unit, function, team or individual level. We do this by identifying, evaluating and improving their efforts and performance in four areas proven to create stakeholder value:
• Strategy, Leadership and Organization Effectiveness • Optimizing the Customer Experience
• Human Resource Practices and Processes • Business Transition Planning and Implementation
Further information is available at www.centricperformance.com.
Accelerating Growth…Improving Results
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