omg 2015 business architecture innovation summit - customer experience architecture
TRANSCRIPT
London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
Customer experiencearchitecture
LIVEWORK EVENT
Berlin, June 2015
to being insured
Reducing barriersCLIENT CASE
GJENSIDIGE
About us
ABOUT US
#MelvinBF
@mclark497
ABOUT US
Customers’ story
Organisations’ capabilitiesBusiness impact
What we want talk about… now
The customers' experience10
Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customers’ experience starts
here.
11
Customer experience with an organisation
Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customer engagement with
the organisation starts here.
13
User experience with the
product/service starts here.
14
The power of irritations
16
Unaware Aware InterestedBuy /
Contract
Receive &
setupEarly use Normal use Change use Incident Reconsider Leave
Attract Make offer Help decide Sell Help setup Assist Inform Support Resolve Recognise Understand
17
“We will stop irritating you”
18
Why architect the customer experience
Understand the customer experience20
Interested BuyReceive &
setupEarly use Use
Change in
useIncidentAwareUnaware Reconsider
Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Call centre
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Policies
People
Process
Procedures
Practices
System
Call centre
Make offer Help decide Sell Deliver Setup Educate & Assist Inform & Support
24
Customer experience informs business decisions25
Project
Manager
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
Management
SponsorTeam
Member
Clarity on progress
Local
market SMEProgramme
leader
External
partner
Coordinator
Tasks
assigned
Receives
actions
Loads approved
versionReceives
approval request
Status
update
26
Management
SponsorProgramme
leader
Receives
approval
request
Status
update
ensuring clear decisions and approvals
Status update: K Holistic
Update: Brazil has adopted best in class
27
not just your customers
Ask the public,CLIENT CASE
VIVO
How to architect the customer experience
Understand the customer context
Want information that is easy to
understand and useNeed help to decide Need help to buy
and activateSolve my issue here and now
Recognise me and continue the conversation
Interested Decide Buy Early use
Medium
High
Low
Interested Decide Buy Early use
32
Want information that is easy to
understand and useNeed help to decide Need help to buy
and activateSolve my issue here and now
Recognise me and continue the conversation
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Interested Decide Buy Early use
33
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
They want
whah???
Impossible
Huh??
Interested Decide Buy Early use
34
Architecting the customer experience35
36
Online
channel
People
Policy
Process
Procedures
Practices
Systems
Retail
channel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and
have device delivered in a shop to be
setup by an expert
Business ability: able to sell and
deliver devices to customers across
channels
37
Online
channel
Sales
Marketing
Operations
IT
HR
Finance
Retail
channel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and
have device delivered in a shop to be
setup by an expert
Business ability: able to sell and
deliver devices to customers across
channels
How to scale customer experiences38
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
39
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
40
Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
41
The digital systems42
Visit store
Access online
information and
tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Systems of
engagement
Experience
Layer
Systems
of record
Interested Decide Buy Early use
43
Required ability
Provide the “top3” options/
next steps
Required ability
Provide basic setup and
configuration
N/A
Visit store
Access online
information and
tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Systems of
engagement
Experience
Layer
Systems
of record
Interested Decide Buy Early use
Required ability
Help the customer buy the
“best” offer
Required ability
Process payment and
activate service
Required ability
Help customer decide by
providing basic advice
Required Ability
To recognise customers
from other channels.
N/A
44
start
A perfectCLIENT CASE
GJENSIDIGE
just the beginning
The bill isCLIENT CASE
HAFSLUND
How customer experience architecturecan be disruptive
48
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2015 2016 2017
Objective 1: Reduce number of service requestsObjective 2: Preventcommon service incidents
Objective 5 & 6:Digital service strategy: High customer touch at low cost to serve
Reduced cost to serve due to interventions
Higher number of high value customer interactions
Number of incidents without intervention
Objective 3 & 4:Operational and customer service improvements Fewer incidents due to
short & mid term objectives
Welcome Setup Use
Receives the product, starts the service Early stages of being a customer and dealing with the transition to service
provider
Familiar with the company, its product and service, establishing regular energy
consumption
Change in personal situation or circumstance that impacts the contract
Receive & Setup New customer Customer Change in use
Setup:
Make sure the customer is familiar with the phone and core services
Educate:
About the product and other features
Personalise:
Make offers and recommendation on how to use additional services
Seduce:
Offer incentives to use new services and introduce others
Customer experience architecture
Business capabilities required
Visit store
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a
purchaseRecognise me and continue the conversation
Service to be delivered
52
Customer experience that is desired
www.liveworkstudio.com
Thank you!
@liveworkstudio
Melvin Brand Flu
+31 625 289 004
Mike Clark
+44 7730275032