D A T A D R I V E N C X & S E R V I C E D E S I G N

Customer Experience Excellence

AGENDA

13.00-13.45: Introductie data driven CX en Service Design

13.45-15.00: Break-out ronde 1: Share your Experience

15.00-15.15: Plenaire terugkoppeling

15.15-16.00: Break-out ronde 2: we start the conversation, we would like you to finish it

16.00: Verzorging van de inwendige mens

Underlined intro

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ABOUT UNDERLINEDWe help organizations in their data driven customer

experience approach, for that we deliver:§ Underlined hub for CX Analytics and API Services§ Data Driven CX consultancy§ Ready to go methods and tools§ Education in data driven CX

Our team of CX Analytics Consultants and Data Scientists help to connect your journeys to data and provide insights and interactions that enable you to connect and accelerate with your customers, to become a 9+ company!

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OUR CUSTOMERS INCLUDE:

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All too often we see in organisations:CX experts, data experts and the rest of the organisation ‘not optimally’ connected

CX AND DATA HAND IN HAND

CX experts

Board

Sr. Management

Data experts

Organisation

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DATA DRIVEN CXM: BECOME A MASTERCERTIFICATE PROGRAM & MASTERCLASSES

Travel & Leisure in 2020, tezamen met:

E S S E N S E I N T R O

Customer Experience Excellence by Design

CUSTOMER EXPERIENCE EXCELLENCEOur service pillars for achieving

JOURNEY DESIGN AGILE UX DESIGN EMPLOYEE ENGAGEMENT CX ORGANISATION

Designing services starts with a hol ist ic understanding of customer needs. For this, we interview customers to profi le their needs, map these on a customer journey, co-create solutions with your team and del iver a feasible service blueprint.

The journey design outcome helps you priorit ise agi le epics and stories. We then design the service experience with you across channels such as mobi le, web, voice and support. To support this we create a design system and experience patterns that f it your brand.

Customer experience excel lence starts with your own workforce: their customer-centric mindset, tools and ski l ls . We can asses the current employee experience and help improve engagement through capabi l ity bui lding or designing the optimal employee journey.

Company-wide excel lence on customer experience requires a framework for customer profi l ing, journeys, KPI measurements and priorit isation of efforts. We can perform a maturity audit, create a CX impact dashboard and setup a governance structure.

O U R J O U R N E Y

Founded in 2011, Essense’s rise to become a leading service-design agency in the Netherlands is a result of long-term client partnerships.

2011

Essense founded upon the ambition of designing meaningful service innovation.

2017

A record year with 2M+ euros revenue. Eneco zakelijk (B2B)

(21 FTE)

Start of long-term partnership with PostNL, which today is our

largest client (4 FTE)

ING WholeSale (B2B) Opening of our second

office in Eindhoven. (17 FTE)

First international account with Vodafone in UK and Germany

(6 FTE)

Service-design ‘partner’ for Philips Design.

(12 FTE)

Award-winning service design project Schiphol(Amsterdam) Airport

Growing portfolio with partner for KPN, Randstad, Ahrend

(28 FTE)

2014 2019

New client engagements with AON, Brussels Airport,

FIFPro, Upfield(32 FTE)

Customer profilingClient interviews (CFO / treasures) for contextual insight from outside-IN perspective.

- Customer profiling incl. stakeholder and journey mapping- Understanding of customer needs across digital and human interactions- Identifying commercial service opportunities

J o u r n e y A n a l y s e

CX is part of an Agile team.

This multidisciplinary team* builds together on existing insights and expertise, in order to develop a holistic understanding of the current service process and identify opportunities: As Is CJM.

• Validated customer voice for happy and unhappy flow

• Insight plotted per CX theme and segment relevance

• Formulated epics as opportunity for an ideal TO BE journey

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* Marketing, Online, Proposition, Processes & Communication, Data Analytics, Customer Service, Retail and CX

As Is epics are used as starting point to co-create and validate them to concept solutions with customers.

The resulting and refined epics, now part of a service scenario, are then by team scored on impact and customer and business value.

Customer value = Score on segment, CX principles & KanoBusiness value = TTI with detailed and relevant KPIs

value

effort

Co-creation stimuli

Workshop

E x p e r i m e n t C o - c r e a t i e & V a l i d a t i e

All prioritized epics are mapped on a holistic (TO BE) customer journey as part of the ideal service scenario.

Each are enhanced with quantified impact, dedicated ownership and detailed description (what and how)

• Validated epics, scored per KANO model, quantified impact and dedicated owner

• Epics plotted across journey for omni-channel and holistic mindset

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E p i c P r i o r i t e r i n g

C X D A S H B O A R DS C H I P H O L G R O U P

NOTE: scores shown here are fake

AGENDA

13.00-13.45: Introductie data driven CX en Service Design

13.45-15.00: Break-out ronde 1: Share your Experience

15.00-15.15: Plenaire terugkoppeling

15.15-16.00: Break-out ronde 2: we start the conversation, we would like you to finish it

16.00: Verzorging van de inwendige mens

CONVERSATION STARTER

Wat gaat agile, service design en data jullie aan kansen bieden, wat is daarbij een eerste stap?

CONVERSATION STARTER

In hoeverre worden CX KPI’s nu gekoppeld aan oplossingsrichtingen of innovaties?

CONVERSATION STARTER

Welke rol kunnen CX data inzichten spelen in discussies over prioritering bij kostenbesparingen? En wat is daarbij de uitdaging?

CONVERSATION STARTER

In hoeverre worden klant data en inzichten als vertrekpunten genomen voor het ontwerp van innovaties of verbeterinitiatieven?

CONVERSATION STARTER

Wat zie jij voor Artificial Intelligence kansen in jouw CX design?

Customer Experience Excellence

www.essense.eu www.underlined.nl