customer experience lifecycle mapping - j....

Customer Experience Lifecycle Mapping Customer Experience Lifecycle Mapping -- J. QuimbyJ. Quimby


_ ELM _ _ ELM _ Experience Lifecycle Experience Lifecycle

MappingMapping

John QuimbyResearch Scientist

Center for Coordination ScienceDecember 14, 2005


ELMNew Knowledge Management and

Customer Relationship Management toolCaptures, organizes, and discovers

knowledge about how IT capabilities and organizational design aid or

detract from the customer’s experienceIdentifies new Product/Services


ELMELMExperience Lifecycle Mapping Experience Lifecycle Mapping

research sponsored by research sponsored by CEBCEB


ELM helps us understand ELM helps us understand how our Capabilities:how our Capabilities:

CreateCreate valuevalue for the for the customercustomer??

DeliverDeliver value to customer?value to customer?

CaptureCapture value from the customer?value from the customer?Across Multiple ScenariosAcross Multiple Scenarios

or Across Multiple Channelsor Across Multiple Channels


Thought experiment:Coordinated Business Processes,but with each part of the business

pulling hard in a different direction.Conflicting Coordination Goals


ELM: Helps align the organization

around the customer’s experience;a unifying coordination strategy

Demonstration of Experience Lifecycle Mapping

ELMELM

“Produce as Business” ELM Map

ELMHow Phases of Customer Experience are supported by IT Capabilities: – Core Processes, Technology, and PeopleCollaborative Maps:– Qualitative and Quantitative Capture/DisplayOrganizational dimensions of customer experience:– Corporate culture– Key processes– Organizational rolesMaps areas of strengthIdentifies/Assesses opportunities for improvementIdentifies new product and service opportunities.


ELM Core Features1. ELM XML file import and export

Business knowledge templatesAdaptive re-use across product lines and channels

2. Structured/semi-structured knowledge capture3. Open ended methodology support

Phase, Step, and Capability editing Qualitative and Quantitative attribute editing Comments and Alternative Dimension mapping

4. Multiple Datasets with pair-wise assessmentsStructured and Ad-hoc narrativesData connected views/collaborative presentations


ELM Visual Features1. Incremental disclosure of views and dialogues2. Multiple Step selection queries3. Selective Map suppression 4. Alternative Dataset data graphing 5. Phase and Step importance weighting 6. Comments, Relations, and Hyperlinks7. User preferences and color palettes8. Capability decomposition in cyclic context


ELM Software Integration:1. Excel capability table import/export

Capability mapping summary table 2. Hyperlinks to Outside Knowledge

URLS, Object Repositories, Activity RepositoriesLink in Common Document Assets:

» PowerPoint, Word, Excel, and Visio

3. Capability Set import and exportSupports knowledge integration and double loop

learning from multiple knowledge workers4. Generated Word reports5. Complete ELM XML file import and export


Customer Experience through Narrative in ELM

1. Supports Narrative creation and playback2. Provides Ad-hoc Manipulation during

Narratives: Nonlinear presentations3. Rich set of View Controls 4. Narratives can move between datasets and

provide pair-wise comparisons5. Narratives are Data Driven and evolve as

understanding grows6. “What if” dataset scenarios supported


Team Engagement Support in ELM

Encourage Ad-hoc Team Defined Narratives‘Always On’ Knowledge CaptureVisual Cues to Actions within Narratives

Hyperlinks to Outside KnowledgeURLS, Object Repositories, Activity RepositoriesLink in Common Document Assets:

» PowerPoint, Word, Excel, and VisioRelationship Connections with On/OFF and Drag/DropSimple Dialogues – Inquiry by examplePost-its


Context Awareness in ELM1. Context Persistence as a constraint and an

underlying metaphor2. Decomposition of Capabilities in Context 3. Control over an rich information space4. Visual weighting of customer perceived

importance as a central display option 5. Semi-structured and data driven display of

Phases of the customer experience6. Context Awareness is key to understanding

any single part of the Customer Experience


Encapsulate Traditional Organizational Views in Context

1. Capture and Playback of Traditional Organizational Views against Lifecycle Views

Organizational RolesCore ActivitiesCultural NormsCompetitive Pressures

2. Capture and Display of relationships of these Cross Cutting Dimensions to Lifecycle Views

3. Use these Familiar Views to Capture and Highlight weak or absent experience steps


Open Methodology Support in ELM

1. Supports structured and semi structured engagement methodologies

2. Save and Restore using XML encoded .ELM files

3. Multiple data set support with default values4. Data Driven Displays responsive to Ad-Hoc

changes during presentations: Adaptive Reuse5. Leverage existing Standalone or Web based

Methodology Assets through Hyperlinks


How will my Customer:-- think of my Brand?think of my Brand?

-- understand this Product?understand this Product?-- decide to buy?decide to buy?

-- actually use this?actually use this?-- return again and again?return again and again?


Phases in the Customer Experience Lifecycle

DDesigningesigningMMotivatingotivating EEvolvingvolvingDDecidingeciding EEnactingnacting

Different Customer QuestionsDifferent Customer QuestionsCore IssuesCore Issues

Different DependenciesDifferent DependenciesDifferent Opportunities for Different Opportunities for

Innovation, Assessment, and LearningInnovation, Assessment, and Learning




Different Coordination Issues Different Coordination Issues understood in part through the understood in part through the

customercustomer’’s questions s questions throughout the lifecyclethroughout the lifecycle


CoordinationCoordination::The management of The management of

dependenciesdependenciesbetween Activitiesbetween Activities




-- UnfreezingUnfreezing-- Survival AnxietySurvival Anxiety-- Beginning Explicit ReflectionBeginning Explicit Reflection-- Brand AwarenessBrand Awareness-- What do I want / need?What do I want / need?-- What do other people have?What do other people have?-- Who do I trust?Who do I trust?




-- Navigation of Navigation of FIT dependency FIT dependency design Spacedesign Space-- Solution Formation: what, when, where, whoSolution Formation: what, when, where, who-- How will I look having bought this?How will I look having bought this?-- Whose Information do I trustWhose Information do I trust??-- Whose Brand do I trust?Whose Brand do I trust?-- Will it work / What can go wrong?Will it work / What can go wrong?-- What would I really want if it was available?What would I really want if it was available?




-- Value Proposition AssessmentValue Proposition Assessment-- Risk AssessmentRisk Assessment-- Channel OpportunityChannel Opportunity- Can I / Shall I? - Will I be embarrassed?- Is it worth it with what Options?- Do I trust this Brand?




- Channel Transactions- Initial Configuration- Experience Integration- Usage Discovery- Do you like my new…?- How does this work?- … Did I make a mistake?




-- AgingAging-- CoCo--evolutionevolution-- ReconfiguringReconfiguring-- Adaptive reuseAdaptive reuse-- Is it working?Is it working?-- Do I look good?Do I look good?-- Still afford this?Still afford this?




Use ELM is to reflect Use ELM is to reflect and understand how and understand how

you relate to the you relate to the customercustomer’’s realitys reality




How can we better understand How can we better understand and organize the knowledge of and organize the knowledge of

the customer lifecycle the customer lifecycle experience?experience?




Use ELM is to reflect and Use ELM is to reflect and understand how the understand how the

organization relates to the organization relates to the customercustomer’’s realitys reality


ELM helps reflect and ELM helps reflect and understand the customerunderstand the customer’’s realitys reality


““Effective Shared Visions Effective Shared Visions are are grounded in realitygrounded in reality””

Ref: The Fifth Discipline Peter M. Senge

customer experience lifecycle mapping - j....

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